usp ppt.billranieribusinesscoach.logo

Being Different Pays!

7 Ways to Come Up with a Unique Selling

Proposition that Sells.

How to Differentiate Yourself as a Health Coach, Practitioner, Physician or Therapist so that you are

Perceived as THE Expert in YOUR Marketplace.

What is USP and why it's so important to your success

Powerful examples of differentiators that propelled companies to success

and other examples of weak differentiators that doomed

companies to the corporate graveyard.

What makes a strong USP

1. It should be able to answer the question why your clients or customers do business with you and not your competitors.


2. It should be stated in quantifiable terms.


3. It should be specific in area of superiority. (i.e., not service but what about the service).


3. Zappos.com• 24/7 customer phone service• 365 day return service• Free shipping both ways


3. Endless• Free overnight shipping on new styles• Free return shipping• 100% price match


4. A marketplace void should be identified and capitalized on.


How to Find a Void

• Ask your employees• Ask your customers• Research your competitors

5. It has to be relevant. Your customers have to care!


5. Netflix – never charge late fees.

This was to compete against Blockbuster’s late fees.


6. Dynamic ... your differentiator will change based on competition...


7. Must be able to successfully implement on a regular basis or risk anti-usp whiplash


7. Example – Dominos “We will deliver your pizza in 30

minutes or its free”


Thanks to the internet and smartphones, it is to easy for your customers to search for the best price

DO NOT FOCUS ON PRICE

USP on Selection

A Boutique has the greatest selection in the area in down coats with more than 200 in stock. We have a colorful and exciting selection of brand name jeans. There are over 300 pairs in stock with five different colors in maroon, black, white and beige to choose from. We have exclusive rights to CCB clothing. No one else in the area has it! We have the largest selection of women's shoes with over six quality brands and 200 pairs in stock.

USP on Guarantee

We believe in assuming full responsibility for all of our products and services. No other company has a broader USP! If you are not completely satisfied, return it at any time for a full refund. This is on all of our product or service lines except.....

USP on Pricing

We have the same product as ABC company but sell them at 20% to 30% less. This is because our overhead is 50% less than that of our competition. Because we work out of our home offices (building location, cheaper help, here identify the reason why you're less expensive) we are able to keep our costs lower. We also purchase in higher volume than our competitors and this helps in our pricing.

USP on Service

At ABC Auto Repair, we have your vehicle's complete status on our computers with its complete maintenance schedule and recommended check ups. We enter all the work done and record recommended service for the future. Our system flags us before anticipated troubles occur and we send you a notice of interest. Because of our system we have determined that doing business with us has saved our customers and average of $500 to $1000 in repairs and maintenance. We want your driving pleasure to remain that way, so we save you money, time and aggravation through superior service.

Everything can be differentiated.

Identification


Personification


A new genericthe Crenshaw melon


Changing the nameChinese gooseberry became kiwi fruit


RepositioningPork for years was just pig. The industry soon positioned it as "the other white meat" (a little more appetizing, don't you think?)

Taken from the book, “Differentiate or Die“ by Jack Trout

412-722-6865

[email protected]

usp ppt.billranieribusinesscoach.logo

Documents

health coach

jack trout