I decided that our USP was going to be producing signs fast. We came up with the slogan “Great Signs in Less Time.” Since all of our competitors produced “great signs” our differentiator was doing it in less time. We initially used it on our signage and our printed materials. Then we recorded radio commercials that featured our two key employees. These commercials replaced ads that were done by the radio station (cute jingles and professional voices). By using real people with our new USP’s compelling message, we saw a noticeable increase in results. Sales for the first quarter were up 42% over 2010. We actually picked up three major new clients from a competitor. All three told us that our competitor was not getting back to them on a regular basis and the consequence was a delay in getting their signage produced.
Define & Deliver
The key is understanding that your USP is just a marketing technique – you have to back it up with great customer service and sales support. Good marketing just “sets the plate” for your sales reps and CSR’s to be able to convert inquiries from prospects into new projects and new clients.
There are many different ways you can show your customers how you’re better and different. Keep in mind that you’re not just trying to get their immediate business – you want them as a client. While the difference is subtle, never forget that it has a major impact on how you approach the sales process and the effect that your customer feels.
What is your USP? If you don’t know then I would suggest that you ask your employees and your top clients. You might be surprised by their answers. If the responses are not similar then you need to find one USP that separates your business from the rest of the pack.
Mitch Evans is president of Mitch Evans Consulting, which is specifically targeted to meet the consulting needs of the quick and small commercial printing industry. His areas of expertise are in strategic planning, valuation, mergers and acquisition, financial planning, new technology, and “1-2-1” coaching. Evans regularly speaks to printing associations and groups on these and related subjects. Contact him at 561-351-6950 or email@example.com.