Be Unique

Give people a reason to buy from you

Get out the Yellow Pages and look up a common business: a plumber, insurance agent, car dealer. You'll find a lot of ads for each, some big, some tiny. Or look around your town. You probably have a number of dentists, hardware stores, clothing stores and hairdressers.

Now think about a person who needs one of the above. They have a lot of choices about to who they'll give their business to. Why should they choose one over the other? What makes one different or sets them apart from the others?

You might say price - many people shop based on price, and thus will go with who will provide the service or sell the product for the least cost. Everyone is always looking for the cheapest price, right?

Wrong! It's true that price is a major factor in buying decisions, but study after study shows that it's almost never the "top" reason for the buyer's choice of one business over another. If price was the motivating factor in everything there would not be a market for Mercedes, Rolex and every other premium, luxury or high quality product or service. Also, most plumbers, electricians and dentists, to name a few, have more or less the same price anyway. So, we get back to our central question: why should they buy from you and not a competitor?

The answer is simple: the buyer's choice will more often opt for the seller who stands out from the rest, and who is offering something unique and different. That's why you need what is known as a "USP" - Unique Selling Proposition.

A Unique Selling Proposition is simply an articulation of the thing about your product, service or company that almost compels prospects and customers to buy from you and not your competitors. And once you know what makes you unique and you can articulate it you can set about employing your unique qualities to gain an unfair advantage over your competitors.

iQuantum are the experts in creating Australian Unique Selling Propositions. Contact us today to find out more.