Are You Unique?

by Stuart Lisonbee There is one thing that I have talked about on numerous occasions here on this site, as well as in the Doba newsletter. In fact, it was 1 of the really 1st factors I talked about shortly right after joining Doba a couple of years ago. Even though I've discussed this prior to, it really is usually worth bringing up once again. I want you to ask yourself a query regarding your enterprise. Are you special? And what is distinctive about you or your enterprise? If someone had been to ask me that identical question in regards to Doba, I would say that we provide access to more products and much more suppliers than any other drop shipping service. This special thing about your enterprise is what marketers refer to as your unique selling proposition, or USP (I covered this in part in the June 2004 situation of our newsletter, and referred to it as the unique selling point in the October 2004 situation). Your exclusive selling proposal is how you separate yourselfin the eyes of your customersfrom your competition. proposition 115 In essence, it's the cause you give your buyers to purchase from you rather than the competitors. So what is your distinctive promoting proposition? If you have not offered it any believed just before, what would you like it to be? If you mentioned, "To have the absolute lowest price tag," you must do some more thinking. That is a single of the worst USP's you could possibly have. Having the lowest price tag just signifies you make much less cash, and that cut in profit impacts more than just your bottom line. It impacts all elements of your business, such as the inability to give great client support (simply because you can not afford it), develop new and modern tools for your web site, conduct usability tests, and so forth. Your business will start to appear a lot more and a lot more like a fly-by-night store rather than a legitimate firm that can instill trust in its clients. There's no way about it. Running a enterprise charges money. Running a business properly costs even a lot more money. Do not let your business go under trying to be the low price leader. Instead, locate a exclusive promoting proposition for your business and do that 1 factor greater than anybody else, or better yet be the only particular person that actually does it! Here's a individual instance of a exclusive selling proposition I came up with when I ran a retail computer enterprise. My USP was to offer you house delivery and setup of newly purchased computers. Furthermore, I would offer on-website tech assistance. I by no means did it due to the fact it just expense too much. The answer was to charge for it. But I never ever did that because I did not feel that anybody would pay for it. In a world where every pc reseller made available free assistance over the telephone, why would anybody be willing to pay for on-web site help? Well, have you ever heard of Geek Squad? The founders of Geek Squad had the very same idea I had. The distinction is they really implemented their idea. Now they are running a profitable and thriving organization. And a big explanation for their accomplishment is they discovered a distinctive selling proposition that would elevate them above the competition. The lesson right here: do not be afraid to be unique! Embrace your uniqueness and watch your company develop. Read some excellent examples of companies that have successfully marketed their USP.