the goose

I meet and deal with small business owners every day.  Most have read a marketing book or two (which is about all I have) and know that they should have a ‘USP’ – unique selling point.  Periodically this subject comes up in my local BNI Chapter.

Members are asked to point out their own USP as part of their 60 second presentation.  Without fail we get responses such as ‘I do what I say I am going to do’ or ‘we provide better service’.  This always somewhat strikes me as a cop-out.  I’m not sure these really mark companies out from their competition.  A much harder question to answer – and more useful one – is “what benefit could you offer that your direct competitor could not lay claim to?”.

Try writing down your own USP  – look at it – and ask yourself whether you could imagine your direct competitor saying the same thing with a straight face.  Its hard to imagine anyone not claiming to “do what they say they would do”.  Could they claim a “better service ” also?  Probably.  In which case – its time to look hard and long at your own proposition.