Your ability to consistently generate high quality leads which convert to profitable clients is key to a sustainable business.

Which is why when we work with clients to implement a cohesive marketing, prospecting and sales strategy where the combination is greater than the sum of the parts.

A key component is your USP or what differentiates you.

A question I ask is, “Why should a prospect engage you over your competition?”

It’s often a surprisingly difficult question to answer.

Their competition likely has similar expertise and experience.  So what differentiates you from them?

It comes down to your essence – who you are and what you stand for.

People buy from people.

We buy from people we have a level of trust with.  That we feel will walk the walk and deliver what’s promised.

Obviously, expertise and experience counts.  But more important is essence.

People and organisations that share similar values and beliefs.

The key here is to package this up into a cohesive, message which resonates with your target audience through a clear, compelling Unique Selling Proposition (USP).

Which is much more than just a tagline.

Your USP is the lifeblood of your business. It's the single, powerful message that sets you apart from the noise and resonates deeply with your ideal customer so they can identify themselves in the message.

It’s not generic, motherhood statements like “superior service" and "competitive prices.”  Those things are a given.

Your USP must permeate your entire business and be:

  • Unique: It clearly differentiates you from your competitors, even in saturated markets.
  • Appealing: It resonates with the specific needs and desires of your ideal customer.
  • Actionable: It translates into operational excellence and delivers tangible results.
  • Compelling: It captures attention, sparks interest, and motivates action.

It must also answer 3 questions:

  1. “Why This?" - What specific problems are you solving for your specific market (narrower the better)
  2. “Why Now?” - Why would your market need to solve them – right now. 
  3. “Why You?” -  What's your essence - your values - what experience can your clients expect working with you.

 I’ll be covering this in detail in an upcoming session on Wednesday 20th March.

Remember, no matter what we sell, there's always competition. How you position yourself, generate interest and have effective sales conversations could be the difference between meeting your revenue goals, or not.

Date: Wednesday 20th March 2024
Time: 10am - 11am AEDT
Location: Zoom