Small Business Help: What Makes You Different or What Is Your Unique Selling Proposition?

Recently, I met a possible center of influence or significant referral resource at a networking event. We scheduled a meeting to get to know each other better. She specifically wanted to know what made me different from all the other small business or executive coaches within the Chicago market place.

I immediately knew what my response would be when we meet – I double results through a proven quarter of a century process that builds sustainable change within the K.A.S.H. Box. Since many coaches focus on intangible outcomes, I have learned that by bringing the results out first is one of the three differences that makes me unique. The second is that I use a process that has a proven 25 year history. With coaching a relatively new field, many coaches can’t make that claim. Finally, my third difference is the use of building sustainable change through the concept of the K.A.S.H. Box.

For many small business owners or entrepreneurs being able to answer this question – What Makes You Different? or What Is Your Unique Selling Proposition? – quickly, succinctly and with assured confidence is a significant challenge. In working with my executive coaching clients (many of whom are small business owners seeking small business help) having them identify what makes them the red jacket in a sea of gray suits is one of my first coaching actions.

The central reason most small business owners or entrepreneurs cannot provide their USP is because they have never formulated a strategic plan – who does what by when. The strategies created within the strategic plan are based upon a thorough assessment of the market place. Through this research, the executive analyzes what make him or her different from the competition.

With this new found knowledge, crafting the 30 second infomercial or the 60 second elevator speech is much easier and far more accurate. With continued practice and reflection, these 2 marketing tools become even more honed and can cut a path through that sea of gray suits allowing your potential clients to easily see you in your red jacket.

If you are having difficulty answering this question, - What is Your USP? – possibly your first action is to begin with your strategic plan, check your data, update your market research, review your marketing plan and align your USP to your strategic plan. If you don’t have a strategic plan – who does what by when – then maybe your next action is to write a plan. Remember – if you don't have a written plan, then you are on someone else's plan. This inaction has placed the future of your business out of your control and probably in the control of your competitors.


Small Business Help: What Makes You Different or What Is Your Unique Selling Proposition? - To learn more about this author, visit Leanne Hoagland-Smith's Website.

Like this article? Share it with your friends

E-Mail | Print | More

Related Articles
Selling when YOU are the Brand
	Many Salespeople approach sales from the point of view that all they have is their product and the Brand that is handed to them. Sales Professionals can however create a space for themselves by developing their own ...
Death of the Unique Selling Proposition
	As marketers, we always talk about the unique selling proposition. What benefits and features make my product so unique that it stands out in the marketplace? The question you probably ask yourself every time you...
Having trouble figuring out what makes your business different Heres a simple exercise that can help
	One of the keys to successful marketing is identifying what makes your business unique and letting everybody know about it. This helps your prospects to understand why they should buy from you rather than the "othe...
Are You In Search of the Unique
	Here lately, I've had a number of calls saying ... “I really need to find a unique product to sell by mail or on the Internet” - or - “My product doesn't have anything unique about it” - or - ...
A GREAT USP IS THE KEY TO GREAT PUBLICITY
	Whenever I speak to professionals and business owners about publicity, I always talk about the important the Unique Selling Proposition (USP). This topic generates lots of comments and questions. This is how to rela...

---

Related Forum Posts
	Blog pinging
	Online Sales-Keep it Simple!
	Re: Congrats Shri!
	Website suggestions
	Re: Money never sleeps
	How to be green?
	My entry
	Using blogs to promote your business