Posted On March 13th, 2019
One of the most difficult things for our members to get their head around is the USP, or unique selling proposition.
Without one, you’re pushing a rope uphill, fighting price sensitivity and the high hurdle of replacing an incumbent provider who might actually be doing a decent to excellent job.
YOU are an unknown entity, unproven in your abilities, thereby a RISKY CHOICE to the client. After all, why would anyone incur the cost and time investment to replace a vendor that is doing a satisfactory job with a complete unknown?
They won’t unless the incumbent is doing a terrible job, in which case you’re playing vulture marketing, waiting for THEM to screw up and die so you can go pick the carcass.
The other alternative is to have something SO compelling, and offering such a big, significant benefit, that the client will make the leap.
ONE of the ways you can stand out from the competition and win more clients is NOT by being the BEST at what you do, but the least risky. We all know talk is cheap (unless it’s with an attorney).
Promises and hyperbole uttered by a salesperson are the cheapest talk of all. The bold prospects will say, “Put it in writing.”
But most don’t say anything; they just secretly decide to stay put with their current provider or call someone else; rarely will they verbalize their true concerns.
So how do you fight this? Read full article and comment →