At Rapid Implementation Workshop
we cover the USP, or unique selling proposition, in detail: what it is, what it is not, how to develop it and how to use it in your sales and marketing to unseat incumbent providers, close more business and fight price sensitivity.
For those unfamiliar with the concept of a USP here’s the short of it. It’s a one sentence statement explaining why a prospect should choose to do business with you versus any and every other option…including doing nothing. An example that became famous was from Dominos Pizza. “Fresh hot pizza delivered to your door in under 30 minutes or its free!”
More often than not, most IT services businesses do NOT have a USP and are largely a “me too” business that appears to be just like every other MSP they compete against. Because of this, they start from a weak position with no authority, which leads to difficulty in selling their services at prices even slightly higher than the competition’s.
After all, if Joe’s Computer Shack appears to be delivering managed services for $20 a seat less than you, why SHOULD prospects pay you more? While I understand there IS a legitimate difference in service, quality of delivery, etc., your PROSPECT doesn’t know.
Not too surprisingly, “fast response” is very often brought up as one of the key differentiators many have over their competition, and it IS a good one. “Slow” to no response, dropped balls and poor communication are all the top reasons why businesses fire their IT company and look elsewhere. But if you’re going to claim THAT as all or part of your USP, you can’t be half in. Someone who is trained and managed needs to answer the phone LIVE, ideally 24/7, but definitely between the hours of 7:00 a.m. and 6:00 p.m. Read full article and comment →