When I was trained in sales in my early career, I was taught all about unique selling proposition or USP.
Something that differentiates you from your competition and that separates you from the crowd.
Fast forward to today and I don’t think USPs exist as they did. The reality is that there is always another business out there doing what you do with better credentials, greater experience, and more qualifications.
So how do you compete in a crowded market?
The reality is, that service levels are what differentiate most of us from our competition.
Not what we do but how well we deliver it. How we make the customer feel from working with us.
If you want to find the key words and phrases that you can use when pitching your business to a potential client, they are available to you easily.
Ask a handful of your existing clients the following two questions:
- Why did you choose to work with us?
- Why do you continue to work with us?
Listen carefully, as they will tell you why they chose and continue to choose you over your competition.
The words and phrases that they use will enable you to articulate a tighter proposition next time you are pitching for business.
Try it and let me know how you get on. I am sure you will find some welcome surprises.