Win More Business by Discovering Your USP

Win More Business by Discovering Your USP

Do you buy brand name sand? How about sugar? Most people, me included, decide to buy these commodities based on one thing.

Price.

That’s really the only thing that matters, because aren’t all sugars pretty much the same?Find Your Unique selling proposition and Win More Business 366 Marketing

However, competing on price is often not the best strategy. There is always someone willing to do it cheaper and then you are left scrambling to find some actual benefit..

Wouldn’t it be best to find the benefit first and sell on that? I think so too, that’s why I advise clients to find their USP or Unique Selling Position.

The USP is what makes you different than your competitors and the reason why someone buys from you vs. them.

Do you have the fastest shipping, the quickest customer service, the best selection? Do you cater to a niche market or do you have the fastest turn time?

These are all examples of USP’s.  If you want to find yours you need to follow the steps below.

Ask

Do you know why people pick you vs. your competitors?

No?

Great, then you have a golden opportunity to talk to your customers. Ask your current customers why they buy from you. You can do this through an online survey (I like survey monkey), ask them directly or ask them to fill out a paper survey in your store.

You probably want to give them some incentive for doing this like taking them out to lunch, discounts cards or a giveaway.

Hint: I find it is usually more effective to give everyone something small then to have one big prize that enters them into a drawing.

While it may be daunting to ask people why they choose you vs. a competitor, their answers will strengthen your strategy.

Also look closely at your business and ask yourself, what would you like as a customer? What do you like being able to offer your customers?  What makes you proud to say we do “x” better than anybody else?

Analysis

Ok, so you have all of your feedback from your customers and your own ideas. Most likely everyone did not give you the same answer. That would be way to easy.

However, you should be able to put answers into buckets. Say customer service is a bucket, service times is a bucket, selection is a bucket. These are just broad categories that meet your target markets needs.

Group like answers in the buckets and then try to find the two or three strongest reasons people chose your business. For instance, if a lot of people like you for your selection and your hours, move forward with those as a preliminary USP.

The next step in Analysis is to look at your competitors in your space. What is their message?  Visit their stores, talk to their customers, examine their websites and literature.

Try to find out how they are trying to compete against your business.

Tailor

The next step is to take all that you have learned about why people like your business, what you like about your business and what your competitors are not doing. Now, take all of that information and distill it down to a USP.

Somewhere in that idea you have what makes your company win business.

What is it? Do you own the flower store with the best selection? Are you the CPA that specializes in city audits? Are you the esthetician with the most convenient hours?

Something makes your company the best.

It may take some time and some trial and error, but working on your USP will prove to be very beneficial in the long run.

Keep in mind that your USP is different from an advertisement or a tagline. It is something internally that is going to guide you to create all the external messages that you have.

It will help form your mission statement, your external messages, your taglines, your brand.

Discover your Unique Selling Position and use it to dominate your market and win more business.

If you are interested in talking more about marketing strategy, web design or really anything to do with marketing, please contact the author at travis@366Marketing.com or visit us at 366Marketing.com.

Note: This post was originally posted on the York County Chamber Blog

Don’t have a Marketing Strategy? You Are Throwing Your Money Away

Don’t have a Marketing Strategy? You Are Throwing Your Money Away

The bad news first. Even if you have a great website, and have the best advertising and a kick butt PR writer, you will fail with your marketing if you don’t have a strategy.

“Wait,” you ask.

If I have these awesome components, why do I need a strategy?  They are all on separate channels (print, web, online, offline, etc…) what does it matter if I don’t have a strategy?

Here is why.

BrandingMarketing strategy from 366 Marketing

It has to do with brand consistency. You need to have the same message across all of your channels because your audience pays attention to not just one of your channels. Remember, your brand is not just your logo; every way that you touch your prospects or stakeholders is part of your brand.

At a trade show your prospect may read an article about your company in a magazine, see an ad, visit your website and then stop by your booth. If all of those messages aren’t consistent, your prospect will experience a disconnect and not be as willing to interact with you or move further down the sale funnel.

Integration

Integration is very important in marketing. The entire message must be integrated and not have any dissonance within your message or between your company and your message.

For instance, if you tell everybody that you are the leader in green technology for material handling and you make pallets out of Giant Pandas, people might perceive a bit of dissonance between your stated mission and your actions.

More than the Sum

If you have a consistent message across all of your mediums, the sum is greater than the parts. They say that if you want someone to remember your company you have to have them see your message 27 times. How many times do people have to be “touched” by your company before they remember you?

All of this to say that what gives you a consistent message is a strategy. If you have a strategy already in place then you know where you want to go. As strategy implies a goal and dictates all of your marketing efforts. It allows you to know where you are going and helps keep your marketing consistent.

Want to talk more about marketing strategy and get some actionable advice tailored to your company?  Contact us and we will give you an hour of consulting for free!  I even pay for the coffee.

Measuring the Return on a Trade Show

Measuring the Return on a Trade Show

This post originally appeared on our MHM website

You spend a lot on trade shows. A lot. I mean you spend at least 5k to 10k on just the opportunity to use their concrete. So for that you need a return.

But there are always nagging thoughts.

Is there a better place to spend your money?  Does your website need work (if so, I know a guy)? Does your sales staff need more training? Can you get more return from face to face meetings that don’t happen surrounded by your competitors?

If you are on the fence about a show here are a few ways you can look at returns that you may be missing.Is a tradeshow worth it for your company

Return on Investment.  OK if you can actually sell product on the floor that is a great way to figure out ROI. However if you don’t, you have to figure out another way to value leads you garner from the show.

Here a simple equation you can use. Take your average sales, divide them by the number of qualified leads and divide that by the raw leads. Then you can find out how much each lead is worth.

Return on Relationship.  How much does it cost your sales people to meet with a decision maker at a business.  If they can meet with 5 of your regular customers and and build that relationship and move 25 other down the sales funnel, why would you not?

Return on Objectives. There are other objectives to trade shows then meeting with leads.  There is meeting with journalists. There is the above mentioned advance current leads down the sales funnel.  What are other objectives that you might have?  More branding?  Getting more awareness of your product? Obtaining more signups for your newsletter.

So it all sounds great.  Now how do you get more people at your booth to pursue these goals?  I suggest pre-show marketing.

Want to learn more about it?  Contact material handling marketing for a free hour long consultation about your trade show marketing.