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Unique selling proposition

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