Written by Sean McPheat |
I just received an email from someone (who we will call Helen) who sells educational products.
Helen wanted to know how to weave her USP’s like “100% moneyback guarantee” and “better account management” into her sales pitch when developing new business.
Let me tell you right off the bat that these are NOT USP’s.
These are “givens”
If you’re stating that 100% moneyback guarantees are unique then you are not doing your homework on your competitors! They are most likely saying the same things to the same prospects who you want to get business from!
Nothing becomes unique. And if you add to the mixer that your prospects expectation levels are higher than ever before than it’s a wonder that you don’t receive a “So what?” from them when you say that they’ll get their moneyback and replacement if your widgets do not do their job as they should.
Well, boo bloomin hoo!
Here’s what you should do:
Now you should know and appreciate that most USP’s are not unique and you can actually use this to your advantage. You can even elude to most of your competitors USP’s in your sales pitch. For example:
“Now the companies that have met with you to discuss their widgets have most likely promised you “Better service levels” and a “100% moneyback guarantees” as their unique selling propositions but we believe that these are standard and are services that you should expect to receive as a given. That’s why our money back guarantees are truly unique because no-one in the marketplace is offering such a guarantee. You can purchase 20 of our widgets today and if any of them breakdown we will not just give you a full refund and replace them but we’ll give you a full refund, replace them all plus we’ll give you an additional 50 widgets….”
Now that guarantee is a USP! It’s unique! A simple 100% moneyback guarantee is just “a given” in todays marketplace.
Now is a good time at the end of the year to review your current USP’s and ask yourself whether they are really unique or not? What makes you stand out from the rest? And how can you put down other suppliers USP’s in your sales presentations without putting them down (if you know what I mean!)
The UK’s #1 Authority On Modern Day Selling
Originally published: 30 November, 2009