Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Unique selling proposition


Published on

Published in: Business, Real Estate

Unique selling proposition

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