Peter Frumenti

3 Steps to Develop Your Unique Value Proposition

Do you know what your Unique Value Proposition is?
Do you know how to develop yours to be an effective selling tool?

A UVP answers your prospective clients' most important question - "Why should I do business with you and not your competition?"

3 Steps to Develop Your Unique Value Proposition

Many sales people have heard about a unique selling proposition, but do you know how to determine what your unique value proposition is?

A UVP answers the most important question your prospective client can ask you, “Why should I do business with you instead of your competition?”  A USP demonstrates how your product is different from the rest, but the UVP shows how you are different.

You can determine what your UVP is by talking to your customers to find out why they chose you.  You can use this information to attract more customers that think the same way as your original customers do.  Or, take a close look at your competitors.  What are you doing differently from them?  What are you adding to the sale to convert from “just looking” to paying customers?

There are three main components of your UVP that you need to identify in order to create an effective selling tool.  First, your UVP needs to be unique.  It needs to be something that your competitor isn’t or can’t deliver.  It can be subtle or huge, but it has to be different. 

Next, your UVP needs to be valuable.  The point of the UVP is to convince prospective customers that the only place that they can find the extra value is when they choose you and your team.  If your customer doesn’t value your UVP, it isn’t going to be an effective tool for you.  Value is in the eye of the beholder.  You are going to have a hard time convincing your prospects that a free 8-track cassette is a good value – unless they already have an 8 track player or are thinking about buying one from you!

Finally, your UVP needs to be clear.  If you bury your UVP in qualifiers and legalese, you are more likely to confuse your prospective customer than you are to convert them.  Show them what you can do better than anyone else.

Your UVP will show your potential customers that you understand who they are, you understand what they want, and you are willing to give it to them.  If you think it’s just a trick or a gimmick, your prospective customers will see right through your offer, and this will damage you more than you think.  Find your UVP, share it with your customers, and you will find you have new customers looking for you, because their friends told them who you are, what you do, and why they should buy from you.

Article Tags: Unique Value Proposition, Unique Value, Value Proposition

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