Unique selling proposition
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Unique selling proposition






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Unique selling proposition Unique selling proposition Presentation Transcript

  • What is your USP? Sales Meeting November 10, 2010
  • Unique Selling Proposition
    • 1940s Marketing concept proposed as a theory to explain successful advertising campaigns
      • Campaigns made unique propositions to customers and convinced them to switch brands
      • The term was invented by Rosser Reeves of Ted Bates & Company.
    • Strategy of differentiating a product or service by concentrating on unique features that are not offered by competitors.
  • Put Yourself in Your Customers Shoes
    • If you were the prospect being approached, what would it take to get your attention?
    • What can you add to your business that your competition doesn't offer?
    • Make that your USP!
  • Video
    • Marketing Differentiation- How to Stand out with Marketing
  • Differentiation
    • WHO you are
    • WHAT you do
    • WHY you are the best agent for the job at hand
    • WHAT makes you different?
    • WHY should someone do business with you?
    • WHO gave you the title of "#1"? 
  • Differentiation
    • What are you famous for?
    • What is your appeal to sellers and buyers that is unique and distinct?
    • Refine the way in which you communicate so that your target market can understand in a nano-second how you are different from your competition
  • Ideas to Consider
    • Uniqueness
    • Specifics
    • Relevance
    • Believability
    • Conciseness
    • Motives for Buying
      • Desire for Gain
      • Fear of Loss
      • Comfort and Convenience
      • Security and Protection
      • Pride of Ownership
      • Satisfaction of Emotion
      • Satisfaction of Ego
  • “Shop" Your Competition
    • Outside of research, everything is speculative
    • Develop a clear sense of who your competitors are
      • There are a lot of agents to choose from
      • Sophisticated Consumers
    • The goal should be to turn it around and get out in front of the competition
  • What a USP is all About
    • Consider the needs and wants of your most probable clients
      • Communicate how YOU and ONLY you can satisfy those needs and wants best
    • Believe in yourself and your own abilities 
    • Confidently communicate the advantages of doing business with YOU!
  • Think About It
    • What most real estate professionals do is ___________!
    • What I do is __________!
    • How this benefits YOU is _________________!
    • Consider what other clients say about you and what you think of yourself
      • Boil it all down to a simple and easy to communicate message
  • Strategic Differentiation
    • 1) Who is your target audience? (what are their challenges?)
    • 2) What does your service do for that audience? (What do they get out of working with you?)
    • 3) Take time to Listen to what your potential customers (and customers) are telling you.
  • Brainstorming
    • Clear your mind of any preconceived ideas about your product or service
    • Be brutally honest…
      • What features of your business jump out at you as something that sets you apart?
      • What can you promote that will make customers want to choose you?
      • How can you position yourself to highlight your USP?
    • Not about having a unique product or service; it's about making your product stand out in a market filled with similar items.
  • Brainstorming
    • What customer value have you created?
      • Offer something radically new to the market
      • Fulfill needs customers were voicing
    • List key features and unique benefits to customers
      • Ask what they like best about your product, your services, or your company
      • Compare your offer to your competitors
      • Brainstorm with to generate ideas that give you the basis for writing a strong, specific and differentiated USP
  • Focus on…
    • Target Market: Stand out as an expert
    • Problems you want to solve
    • The result of measurable difference
    • A different approach
    • The one niche, need or gap that is most sorely lacking
    • Use a combination of these methods
    • Set yourself apart
  • Benefits
    • Make a list of all the benefits you offer to your customers.
      • Write down everything you can think of
    • Is there one major benefit on the list your competition doesn't offer?
      • If the answer is "yes", that's your USP.
      • If the answer is "no", you probably don't have one.
    • If you don't have a USP: create one by adding something to your business you're not already doing.
  • USP: Types
    • Product feature: may be based on product features associated with the product, ranging from what it does to the quality of your support services.
    • Emotion: may be based on an emotional appeal, such as love, humor, or fear.
    • Association: may be communicated by association with a well-known personality.
  • Clients Come First
    • USP is all about the client!
    • It is not about me, you, the company or the profession.
    • Help your customer or client increase power, status, or wealth!
  • Bonus for Business!
    • Gift Cards when signing Listing Agreement
    • Fruit Basket at move in
    • Make a Donation in their name to a charity
    • Anything, big or small, can create a compelling reason for a client to choose you!
  • Examples
    • Domino’s Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free."
    • Fed Ex: "When your package absolutely, positively has to get there overnight"
    • Nyquil: "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine."
  • Now What?
    • Once you've identified your USP
      • convert it into a brief statement
      • integrate that statement into everything you do
      • Make it the central theme in all of your advertising
        • Include it on your
        • Letterhead
        • business cards
        • Website
        • Invoices
        • checks to
    • Reinforce the benefit of doing business with you in the minds of your existing clients