Brian Carroll, CEO of InTouch, writes: “And how many of us know the questions customers are asking themselves?” He then continues on with listing some of the important Q’s:
- How will this product/service help my company?
- We’re doing OK. Why do we need it?
- Is there another company out there that is better?
- Will its solution really work? Can it prove it?
- Is the company credible?
- Can we afford it?
When you are for formulating your USP (unique sales proposition), it needs to be a one line answer to why the customer should look at you. Not a list of features, but a customer-centric answer to What’s In It For Me?
When you can answer that, you are on your way to better sales.
BTW: there are other names for the USP. Your Positioning Statement. Your Elevator Pitch. This is all part of your compelling opening statement that Keith Rosen discusses in this podcast (transcript can be read, too). Here’s a video of Keith Rosen discussing USP.
