Developing Your Company's Unique Sales Proposition

Do big companies have different steps when formulating their unique sales proposition compared to the smaller ones

? Honestly, I believe the answer is flat no, and even if there is difference, it is in the involvement; there are more people and input for bigger companies.

But the basic methods are the same.

Here is a brief guideline on how a unique selling proposition is developed:

1) Take inventory of all the features, advantages and benefits (FAB) that the company has to offer. This could be the product angle; the positioning in the market or other related selling points.

2) Select the most compelling angle you can find. Ideally, this is something that really set you apart from competitors. Select the best feature, advantage and benefit from that angle and put it aside.

3) Develop a one phrase statement that summarized all those points. For example, if your company sells blue widget, it can be something like: Delivering the highest quality blue widget within 24 hours of ordering that saves our customers hours of turn around time.'

4) Test it. Do the customers find agree with the statement? Does it congruent with what you have promised? This is the stage where you probably need to spend time soliciting feedbacks and if needs be, you have to adjust the proposition to fit into the true reflection of your company, from the party that really matters; your customers.

5) Reinforce. Unique sales proposition (USP) carries some potential with it, but potential is not real power. To make it real, there is a need to put a plan of action in place, and a follow through process that involves the whole company, not only the policy makers. It is the time to walk the talk.

6) Refine. Situation and people change. When that occurs, there is probably a need for revising the whole premise on which the USP is built upon. Nothing is carved in stone here so when the best time to make a change will largely depend on the direction of the market. Company should follow market, and not the other way around.

Developing Your Company's Unique Sales Proposition

By: Nezrul Hisyam

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