How to Beat Your Competition
by Bob Leduc
"Why should I do business with you?" Did
anybody ever ask you that question?
Probably not. But, you're losing a lot
More Articles of business to your competition if you aren't automatically answering
that question every time you communicate with a prospective customer.
The answer to the question, "Why should I do business with you?", is
called your Unique Selling Proposition or "USP".
It's the specific benefit I get by doing business with you... a compelling
reason to do business with YOU instead of with your competition. Your
USP is a powerful tool for positioning your business in the minds of your
prospects and customers. Without it you're just another source among
many for the product, service or opportunity you offer.
If you happen to be a distributor with a networking marketing company,
finding and promoting your own USP can be extremely profitable.
Remember, you're not only competing with other companies offering
similar opportunities and promoting similar products. You're also
competing with thousands of other distributors from your own company.
Your job will be much easier and your income much higher IF you
provide a compelling reason for people to join your organization instead
of someone else's organization.
For example, I know someone who is a distributor for a network
marketing company selling an MLM training course.
When someone orders the training course and signs up in Pat's
downline, he writes them a refund check for his $75 commission on the
sale. Would anyone who is aware of his offer sign up with another
distributor? I don't think so. By creating a distinctive advantage over his
competition, Pat created a compelling reason for opportunity seekers to
sign up in his downline instead of a competitor's downline.
Find Your USP - or Create It!
If you don't already know your USP, here is a quick way to find it. Make
a list of all the benefits you offer to your customers. Write down
everything you can think of. Is there one major benefit on the list your
competition doesn't offer? If the answer is "yes", that's your USP. If the
answer is "no", you probably don't have one.
Don't worry if you don't have a USP. You'll just have to create one.
How? By adding something to your business you're not already doing.
Put yourself in your customer's shoes. If you were the prospect being
approached, what would it take to get your attention? What can you add
to your business that your competition doesn't offer? Make that your
Here are a few examples of USP statements to help stimulate your
* Private Investigator: "We either find the person for a fixed fee or refund
every penny of the client's money"
* Resume Service: "Survey: 79% of our clients acquire higher saying
* Security Systems Installer: "Security systems designed and built by a
* Swimming Pool Installer: "We made over 300,000 dreams come true"
* Plumber: "One of our 65 completely stocked and radio dispatched
service trucks is in your neighborhood now"
* Accountant: "Difficult tax situations handled with integrity"
Each of these is a real USP promoted by a real business. I found them
in the Yellow Pages of my local phone book. Each of these USP
statements promotes a specific advantage prospective customers gain
by doing business with the advertiser -- instead of with a competitor.
How to Use Your USP
Your USP is really a tool for positioning your business in the minds of
your prospects and customers. Once you've identified your USP, convert
it into a brief statement and integrate that statement into everything you
do. Make it the central theme in all of your advertising. Include it on your
letterhead, business cards, website, etc. Even include it on your
invoices and checks to reinforce the benefit of doing business with you
in the minds of your existing customers and suppliers.
Decide on a strong USP for your business. Use it continuously in
everything you do. Never let it escape the minds of your prospects and
customers and you'll see your business grow far ahead of your nearest
Bob Leduc retired from a 30 year career of recruiting sales personnel
and developing sales leads. He is now a Sales Consultant. Bob recently
wrote a manual for small business owners titled "How to Build Your
Small Business Fast With Simple Postcards" and several other
publications to help small businesses grow and prosper. For more
Email: BobLeduc@aol.com Subject: "Postcards".
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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