A unique selling proposition (USP) will distinguish you from your competitors providing a terrific competitive advantage.
Your USP indicates your distinct advantage and represents the reason why clients will choose to transact business with you ahead of your competitors.
Why Should Clients Buy From You … and Not Your Competitors?
It’s what makes your business unique that may be the major benefit to your clients.
Reflect for a moment about how memorable the USP of Federal Express is: "When it absolutely, positively has to be there" really says it all about the Fed Ex reliability regarding deliveries.
Use Your Unique Selling Proposition to Sell Yourself
You need to use your USP to dominate your market and to do this you must promote it. You can achieve this through:
And what about your "30 second networking commercial"? Obviously you need to make mention of your USP when discussing your business with a new contact.
Your USP should be specific and create both a perceived and real advantage in the mind of your prospective client.
Developing Your Unique Selling Proposition
Determining your USP is not the time for a knee-jerk reaction. You should spend some time to develop a USP which will not only draw attention to your business but also, most importantly, one which you can live up to.
For an accounting service a USP such as "Bigger profits" while certainly gaining attention is one which is tacky and unable to be sustained.
It would be more appropriate for your USP to state "Profit is our business", or "Our 10 point plan simplifies your bookkeeping problems" or, "We take the worry out of tax time". These are clear and precise messages about the services which you offer and, with your own particular expertise, you can live up to them.
Put your thinking cap on now and start exploring all those USP alternatives. It will give you a real sense of satisfaction when you discover the one which is just right for your business.
Learn to Take Your Skills to Market
With the best accounting and bookkeeping skills, you only make money once you find paying clients. Most accountants don’t have a lot of sales experience. The great thing is that you don’t need to be a great salesperson to find enough clients to make a great living. Module 4 of the Professional Bookkeeper™ program teaches you how to quickly find more clients than you can handle on a shoestring budget.
Learn How the Marketing Method Taught the Professional Bookkeeper Program Gets You Clients Fast!