What makes your business unique from the clients perspective?
I call this your Unique Buying Points. It is different than a unique selling proposition (u.s.p.). The unique selling proposition was first proposed in the early 1940s as a theory to explain a pattern among successful advertising campaigns that convinced customers to switch brands. Unique Buying Points are an extension of the u.s.p. as they are the specific reasons that people buy from you. They are developed not only from your perspective, but from asking and then understanding the reasons your past customers bought from you.
You can only find out your Unique Buying Points by
- understanding in detail the service you offer, and
- understanding what is important to the individual you are working with at that moment.
Once you know and understand these Unique Buying Points then you can speak with feeling about how your product or service suits the potential customers’ needs or wants.
So what are your Unique Buying Points from the past customers perspective? When are you going to speak to your past customers to find out why they bought from you?
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