The secret? A compelling, Unique Selling Proposition [USP]. So, before you get all “teched up” on Facebook, Twitter, My Space, etc., take a few moments and apply the first fundamental to attracting clients to you – a great USP.
1) A Great USP Draws Clients Like Bees To Honey:
In a down market with only a few prospects, you need every trick in the book to grab the ones out there. By speaking directly to your ideal candidate in their language, they will be drawn to your selling proposition. It’s like magic!
2) A Great USP Talks Directly To Your Ideal Prospect About THEM:
It’s an old cliché: the only radio station a prospect listens to is WIIFM – “What’s In It For Me?” A great USP talks to the opportunity in THEIR language about THEIR concerns. This lets the candidate know that you “speak their language” and that they can trust you.
3) A great USP lets the prospect know that you have their solution:
You uncover the prospect’s wound or want and then tell them how you will solve it. The most powerful USP contains a guarantee. This provides the opportunity with certainty while at the same time building trust.
“When It Absolutely, Positively Has To Be There Overnight” is FedEx’s business-winning USP. It allowed them to dominate their market even though they charged way more than their main competitor – The United States Postal Service.
FedEx lets their customer know “what’s in it for them” by answering their question, “How do I get this package where it needs to be – tomorrow?”
Fed Ex solves the customer’s problem:
FedEx’s ideal prospect has something at risk: money, a relationship, or both – a customer, a transaction, or a business deal that could be jeopardized when a promise has not been kept or a commitment left unfulfilled. This USP speaks directly to the ideal prospect with the pressure of a critical deadline.
Making the customer look good while solving their problem:
You know you’ve hit a home run when you solve the customer’s problem and make them look good in the process. By meeting the customer’s critical deadline, FedEx makes their customer stand out as someone reliable and trustworthy.
Your Guarantee Builds Your Client List:
Hammering home their guarantee right in their USP, “when it absolutely, positively HAS to be there,” FedEx has built a strong reputation and continues to attract clients.
Regarding overnight delivery, FedEx is hardly the only service provider, but they most certainly dominate that position in the prospect’s mind. They have successfully linked their service solution to the company name “FedEx,” which equals overnight delivery. When you use an overnight service, you “FedEx” it – even if you use a different service provider! FedEx has successfully become a verb.
Create a compelling USP that talks directly to your ideal prospect, and, like FedEx, you will find clients drawn to you like magic!
by Mary Nack