You’ll be absolutely amazed by how many businesses out there are using the exact same, boring old structure as if they were made from a template. Businesses all copy from one another and over time they have formed a pool of boring ol’ nothing…
This is where you come in and don’t see this as a disadvantage as everyone else has the same and it is your job to be something different. This is your leverage and will pull you miles ahead.
You will hear time and time again businesses saying we have revolutionised “generic service”, but that is all it is, a generic service. They say they are the new and improved version but prove nothing, they are doing the bog-standard stuff, just with a fancy name and this can be seen in every single industry.
It is your job to prove what makes you better than everyone else. This is not an easy job, but if you are truly passionate about your craft, you have the power to overthrow your competitors and come out victorious.
The first questions you need to ask yourself are:
• What do you do?
• Who do you do it for?
• What impact does your work have on others?
Answering these questions will prove to others and more importantly to yourself the true value of your work. To best explain this, we are going to make up a new domestic kitchen fitting company.
Now I have a very talented skillset, I am able to rip out an entire section of someone’s house and replace it with something to be jealous of. This is what I do, but does it define my purpose? No.
I focus on providing my services to new homeowners in Essex, I target those who are moving into a new house or looking to renovate their kitchen into something spectacular.
Now I have a family to feed and bills to pay, but if this is what my true focus was I could have just got a job and settled with it. However, I chose to start up this business and pursue something I value. I am proud of the services I provide and know that hundreds of meals will be cooked up and memories will be formed.
This is a strong and powerful way to identify your unique selling point (USP). Your unique selling point is what defines your business and the reason why someone should choose you over the next competitor.
Many businesses don’t have a reason for existing, if you stripped them of their brand name & logo they would look no different to their competitors. They are all saying the same thing with no realisation of what their clients actually want. When people think about getting a new kitchen, they are not thinking about the weeks of work, the thick layer of dust covering the house. They are thinking about what comes after; learning new recipes with the family, baking cakes with the kids and dancing around with a glass of wine.
The common approach to discovering your USP is to go down the “quality” or “great service” route. This is not unique. Here’s why:
• Quality and great service is a default expectation. No one is going to work with you if you offer anything less. This is a good business practice, it does not make you unique.
• The purpose of a USP is to attract people to your business, while something like quality is only seen after the services have been delivered.
Every business has a USP, even if you don’t see it yet, ask yourself these simple questions.
1. Why should they buy?
2. Why should they buy from me?
Discover your unfair advantage. Everyone has one. Here are some examples of unfair advantages:
• Insider information
• Expert endorsements
• Unique offer
• Customer Satisfaction
• Personal Authority
• Existing customers
• Community & Network
Although it’s quite obvious, it is often missed. You are not selling to robots, you are selling to people. It does not matter if you are selling to the CEO of Google or someone down the street, people buy through emotions first, then logic later.
For example, if you spoke to someone who bought a Lamborghini, they might say “I bought the car for its quality & security features”. Yeah right… The car was bought through emotions, that feeling that he owns a Lamborghini.
We are all big bags of emotions, regardless of who we are talking to.
So take a step back a look at your business model.
Lets here what makes you unique! Reach out to us on social media!
This article was written for Saint Financial Group, a multidisciplinary group based in the UK that helps construction businesses develop and grow. SaintFG offers a range of quality solutions in supporting businesses.
Saint provides the luxury of free business consultancy for of our clients, call now for your free consultation with a friendly business advisor to discuss your burning questions and put that energy back into your business!
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