Relationship Selling is really all about building solid, good relationships so that trust, credibility and integrity can be garnered and maintained enabling customer retention and repeat business. But building a relationship can only happen once a customer/prospect has decided to work with you. What can you offer as a small business owner that will separate you from the other hungry businesses clamoring for your customer/prospect’s attention?
Develop a Unique Selling Proposition.
In order to develop a Unique Selling Proposition or USP (the acronym) one must first have a good understanding of its meaning.
A Unique Selling Proposition is really just what the title says: it is unique in that it is an offer/service that makes you stand out from competition and helps others perceive this offer/service as “different” from the rest. Relationship Selling principles help build a good solid relationship but your USP takes it one step further and gives them a reason to buy from you. Some things to consider when developing your USP:
1. What service or product can you offer as a small business startup or business professional that your competition is not offering?
2. What can you do for your customer/prospect that your competitor does not?
3. How do you plan on differentiating yourself from your competition?
Start out by first making a list of all of the differences or USP’s your company will offer and then make a list of the product/service your offer as the solution (solid proof). Your ability to stand out from the crowd will be the basis of decision making for your customer/prospect.
When it comes down to decision making time, a customer/prospect will be looking for the unique strengths you offer them when comparing the two. A Pizza is a pizza but what makes you buy from one shop as opposed to another. Relate it to your own personal life. For example, I buy my gas at a local station all of the time without fail. There are dozens, probably more in a one mile stretch on my main road. But why do I choose to get my gas at a local “Get-Go”? Because when I fill up I get a discount on my groceries based on the number of gallons I put in my car. This is a prime example of a USP.
When developing your USP it is important to note that your solution or USP may not be suitable for all customers/prospects. That is o.k. What stands out for one client may not stand out for another. But those are the targeted audience you will attract – the ones who see your offer/service or USP as the weight which tips the scale in your favor.
The competition is strong and developing your USP before starting into your sales process is crucial..
Your customer/prospect is trying to make a decision about purchasing from you as opposed to someone else and more than likely, they have been shopping around looking at the competition so it is very important that you can present your uniqueness in a way that allows your customer/prospect to overcome their obstacles; whether they be price, location; it really doesn’t matter if you’ve done your homework properly up front none of these should be an obstacle in the final decision making process.
The competition is fierce out there. Relationship Selling is about building relationships and developing a Unique Selling Proposition is just one more step in separating you from your competition.