Sales Training Module 1-4: Why You? Your Unique Selling Proposition
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1 Sales Training Module 1-4: Why You? Your Unique Selling Proposition
2 Instructions This worksheet is designed to facilitate your note taking during the video portion of Sales Training. The topic of this module is the Unique Selling Proposition. The fundamental teaching is that the Unique Selling Proposition is a marketing concept to explain a pattern among successful advertising campaigns. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. It is also used to refer to any aspect of an offering that differentiates it from similar objects. Differentiate or Die!
3 Use a Unique Selling Proposition or "USP". Having a USP will dramatically improve the positioning and marketability of your company and products by accomplishing 3 things for you: - It clearly sets you apart from your competition, positioning you the more logical choice. - It persuades another to exchange money for a product or service. - It is a proposal or offer suggested for acceptance. Strong USPs have three components: Benefits Uniqueness The Power To Influence
4 Step 1: Use Your Biggest Benefits: Developing Your USP Clearly describe the 3 biggest benefits of your services? 1. 2.
5 3. Features Features are the characteristics, attributes and functions of the product or service. Color, price, size, taste, guarantee, servicing, support, flexibility and expertise are all examples of features. Think of them as things that come in the box with your offering. Advantages Advantages are the deliverables that the client enjoys as a result of the features provided. Savings, solutions, value, choice, coverage, speed, ease of use and reliability are all examples of advantages. Advantages set you apart from competitors offering the same service. Benefits Benefits are the emotional responses to the advantages you provide. Satisfaction, security, happiness, peace of mind, excitement and comfort are all examples of benefits. By focusing on the emotional feelings, you can distinguish benefits from features and advantages. Sell With Features = Boring = So What? Sell With Benefits = Powerful = How?
6 So, use Benefit statements and be ready to respond to the How s with features and benefits. Step 2: Be Unique: The key here is to be unique. Basically, your USP separates you from the competition, sets up a "buying criteria" that illustrates your company is the most logical choice, and makes your product or service the "gotta have" item. (Not your competitor's.) Write your USP so it creates desire and urgency. Your USP can be stated in your service itself, in your offer, or in your guarantee: SERVICE: "A unique style of coaching that will transform you from a manager to unleash the leader within you." OFFER: "You can learn these straightforward principles and techniques that your employees and peers will begin to notice within weeks." GUARANTEE: "If you don't see the value in the experience after the first month, we'll refund your money." Step 3: Solve An Industry "Pain Point" Or "Performance Gap": Identify which needs are going unfulfilled within either your industry or your local market. The need or "gap" that exists between the current situation and the desired objectives is sometimes termed a "performance gap". So, what are the most frustrating things your target market experiences? Alleviate that "PAIN" in your USP and make sure you deliver on your promises.
7 Step 4: Be Specific And Offer Proof: Step 5: Condense Into One Clear And Concise Sentence: The most powerful USPs are so perfectly written. Step 6: Integrate Your USP Into ALL Marketing Materials: Variations of your USP will be included in the ALL your marketing materials. Step 7: Deliver On Your USP's Promise Be bold when developing your USP but be careful to ensure that you can deliver. :
8 A Harvard Business Review article on Executive Coaching listed the following areas Addressed a derailing behavior Facilitated a transition into the organization or up within one Developed capabilities of a high-potential manager Assisted in outplacement or counseling out Acted as sounding board on strategic matters Acted as sounding board on organizational dynamics Enhanced the interactions of a team Addressed issues in a coachee s non-work life These descriptions are features and advantages. They do not specifically describe benefits. The article goes on to list the following client reported benefits:
9 According to survey respondents, coaching: Delivers improved management performance. Helps executives manage business complexity. Accelerates leadership development.
10 In conclusion, using a powerful benefits-focused USP is the driving force that builds your business success.
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