Is Everyone In Your Company On The Same Page?


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In order to have a successful business, as a business owner, and as a sales and marketing professional, you need to focus on what's special and different about your business. The best way to do this is to try to express your uniqueness in a single statement.

Rosser Reeves was the author of the phrase, “Unique Selling Proposition, " or USP, which is a unique message about your business versus the competition. I actually prefer the term UVP, or “Unique Value Proposition". The reason I prefer this term is that it is external, and shows what value your company brings to your customers and prospects.

The term USP is internal. It suggests that you are putting pressure on your current and future customers by trying “to sell" to them. Whereas we all know that you want your prospects and customers “to buy" from you.

Your UVP should be developed and used consistently in all of your advertising and promotion. By UVP we don't necessarily mean a slogan or a phrase that will appear in your advertising, although that's one possible use for it. However, at this point we're focusing on its usefulness as a tool to help you focus on what your business is all about.

If you cannot concisely describe the uniqueness of your business (and create some excitement in potential users), you may not have the basis for a successful business. Also, everyone in your business should be able to spout your UVP, without hesitation, when asked what business they are in.

There are several questions to ask about your business to determine your UVP:

1. What is unique about your business or brand vs. direct competitors? You'll probably find a whole list of things that set you apart; the next questions will help you decide which of these to focus on.

2. Which of these factors are most important to the buyers and end users of your business or brand?

3. Which of these factors are not easily imitated by competitors?

4. Which of these factors can be easily communicated and understood by buyers or end users?

5. Can you construct a memorable message (UVP) of these unique, meaningful qualities about your business or brand?

6. Is your message too focused on your process? Or is it focused on a peripheral message that's important, but not central to what you actually provide to your clients?

7. Finally, how will you communicate this message (UVP) to buyers and end users? Marketing tools to communicate UVP's include media advertising, promotion programs (e. g. , direct mail), packaging, and sales personnel, and many more.

For examples of UVP's, think about different brands of products you've seen advertised on TV. What's the main message underlying the ad? Different brands and types of products utilize different primary themes, attributes, or ideas associated with each brand.

Emotional selling is the best way to sell, even to business people.

For illustration purposes, cigarette, liquor, and perfume advertising tends to sell brands based on emotional, “borrowed values, " instead of strictly product features. Users are encouraged to fantasize that they may accrue the “benefits" of sex appeal or a more satisfying/fun lifestyle, perhaps portrayed by the famous or beautiful spokespersons for a particular brand.

The simple test of determining whether you've constructed a good UVP for your business is whether it sells for you! If it sells your business or brand, your UVP is meaningfully different.

If you've been in business for awhile, you may have constructed a UVP automatically. For instance, if you decided to provide free delivery service to your customers because no one else in town is doing it, you've constructed a UVP based on service that you are communicating to your intended target buyer. If however, you offer free delivery service because everyone else in town does so, and you need to provide it simply to keep up with the competition, it's not something that sets you apart and should not be the focus of your UVP.

Remember you need to offer a unique proposition to your customers and prospects. If you are having trouble, simply ask your current and past customers what benefit they received when they used your products and/or services.

You already know that the B2B sales cycle can be anywhere from 2 months to 9 months. What if you could cut that time in half? Discover how you can do just that and at the same time stop chasing non-productive leads.

My name is Ian Dainty and I have written a book entitled “A Fast Track to Success in B2B Sales". Visit my web site at and get your copy now. You can also contact me at at any time for any questions you have about selling and marketing. I look forward to working with you to help increase your income.


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