Developing a robust and unique selling proposition is a process whereby you focus on finding a solution to the problem of your targeted customers. It’s also where you communicate the most dominant benefit you propose to your potential customers over your competitors in your marketplace. There are two essential aspects: solving customers’ problems and what they will benefit most from doing business with you.
What Are the Steps for Developing a Unique Selling Proposition?
1. Problem Identification
Developing a unique selling proposition involves discovering the main problems, frustrations and your targeted customers’ needs with the products or services similar to your product. You can do this in the following ways:
- asking people
- making your observations
- carrying out online surveys
- talking to your existing customers and
- Visiting places where your targeted customers hang around.
2. Reflection on the Uniqueness of Your Business
The uniqueness of your business is a crucial ingredient to your business success. Not having unique products and services is one reason that leads to the collapse of most companies in Uganda.
Therefore, it’s vital to take some moments to reflect on what is so special and unique about your business. You can still discover this information by asking other people. Write down whichever answers and thoughts you get and contributions from others. List them and prioritise them to get the best ideas for your unique selling proposition.
Steps Develop Unique Selling Proposition
3. Look at the Praises You Receive
For what do your satisfied customers praise you? What do they say about your products or services, and how do you do business? Are they coming back to buy from you because of what they say? In other words, are their praises realistic?
4. Focus on your Competitors
When you look at your business competitors, what do they promise their customers? You can discover this information from the adverts they make. Ensure you note down all the promises they make as you get them. It will help you analyse them thoroughly.
5. Make a Comparison
When you compare what your competitors offer with what you offer, what do you see yourself offering that is so different from what they offer? Please, write it down!
6. Testimonials
Read the testimonials you have from your customers and find out what they say in the feedback they give. Do the testimonials provide some vital information?
7. Focus on your Strengths
When you look at your strengths, what can you do well concerning the problems of your targeted customers? This analysis is essential for you to know what you can do by yourself and what you cannot do well, and consider hiring or sourcing the services outside.
8. Identify the Benefits
Your unique selling proposition should focus on the benefits your targeted customers get by doing business with you and what your competitors provide. Identify those benefits you will promote and communicate to your targeted audience to make your business stand out from the crowd.
9. Select the Most Powerful Interests
From your benefits, select one or two most potent benefits. These should be where you have an advantage over your competitors. Your interests should pass the SMART test. By this, we mean that they have to be:
- specific (precise and concise),
- measurable (quantifiable),
- achievable,
- realistic (appropriate to your customers’ needs) and
- time-bound.
Not only that, but they should also even be SMARTER in that they are extending (stretching) and rewarding (make you feel satisfied with the results).
10. Test Your Unique Selling Proposition
After developing your unique selling proposition, it’s now high time you tested it in your advertising to see if it works for you. Make sure that you monitor the results. INSPECT to get what you EXPECT. If you do not track the responses, it will be tough to know whether your USP is effective.
Conclusion
Finally, having developed your unique selling proposition or unique selling point, tested it and found out that it’s successful; use it to grow your business. Use it in your adverts, communication and on your website. Let everyone know what it is since you are sure it’s what makes a difference in your business.
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