Are you currently Exclusive?
by Stuart Lisonbee
There’s something that I’ve talked about on several occasions here on this web site, also as inside the Doba newsletter. Actually, it was among the quite very first items I talked about shortly right after joining Doba a few years ago.
Despite the fact that I’ve discussed this prior to, it really is always worth bringing up once more.
I want you to ask yourself a question relating to your company. Are you distinctive? And what’s special about you or your company?
If somebody were to ask me that exact same query in regards to Doba, I would say that we supply access to much more products and far more suppliers than any other drop shipping service.
This exclusive point about your company is what marketers refer to as your unique promoting proposition, or USP (I covered this in portion inside the June 2004 problem of our newsletter, and referred to it because the special promoting point inside the October 2004 issue).
Your exclusive selling proposal is how you separate yourselfin the eyes of one’s customersfrom your competition. In essence, it’s the purpose you give your buyers to buy from you as an alternative to the competitors.
So what is your distinctive promoting proposition? If you have not offered it any thought prior to, what would you like it to be? If you stated, “To possess the absolute lowest price tag,” you must do some much more thinking. That is certainly one of the worst USP’s you might possibly have.
Getting the lowest price just means you make much less cash, and that cut in profit impacts greater than just your bottom line. It affects all elements of your company, including the inability to give great consumer support (simply because you cannot afford it), create new and innovative tools for the site, conduct usability tests, and so forth. Your business will begin to appear increasingly more like a fly-by-night retailer as an alternative to a legitimate company that will instill trust in its buyers.
There is no way around it. Running a company costs funds. Operating an organization properly costs even more funds. Don’t let your business go below attempting to be the low price leader. Rather, uncover an exclusive selling proposition for the organization and do that 1 issue much better than anybody else, or greater yet be the only individual that actually does it!
Here’s an individual example of a special selling proposition I came up with when I ran a retail personal computer company. My USP was to supply residence delivery and setup of newly bought computer systems. Furthermore, I would supply on-site tech assistance.
I never ever did it because it simply expense an excessive amount of. The answer was to charge for it. But I in no way did that due to the fact I didn’t assume that anybody would pay for it. Inside a globe where each computer reseller offered totally free help over the phone, why would anybody be prepared to pay for on-site assistance?
Well, have you ever heard of Geek Squad? The founders of Geek Squad had the identical concept I had. The distinction is they in fact implemented their concept. Now they are operating an effective and thriving company. As well as a massive cause for their achievement is they found an unique promoting proposition that would elevate them above the competitors.
The lesson here: do not be afraid to be special! Embrace your uniqueness and watch your business grow.
Read some excellent examples of businesses that have successfully marketed their USP.
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