You are able to view past pages of my new book under the tab “My BS” at: www.TheFreedmanCompany.com
I was going to write about your customers, but as with all first drafts, things can change. As I was thinking about what to write, I thought that before I wrote about your customers, I needed to cover an important point.
What makes your business different? (And it’s not your customer service.)
As your business’ chief marketing officer, you need to develop at least one unique selling proposition (USP). Being in business for 10 years does not count unless you were around when major changes happened in your industry. By the way, that would be a personal selling proposition (PSP) and is great to use if you’re selling yourself.
The other kind of selling proposition to avoid is the general selling proposition (GSP). The general selling proposition is a statement that any business can use such as “We are open on Saturdays and Sundays” or “We are members of the chamber of commerce.”
Texinspect, a home inspection business, has a good USP: They have a 200% guarantee. Very few home inspection companies offer a guarantee much less a 200% one.
Aside from differentiating your business from your competition, a USP can be used to overcome objections from prospects. In fact you should have a USP for each and every objection that you or your propects can think of.
Next week – we will try again – Your Customers.
Remember – Great Things Happen, But You Have To Take Action, NOW!
Philip Freedman
Doctor of Customer Retention
