How to Put Substance Behind Your USP – for Better Results

A strong USP can make a big difference in your marketing and on your bottom line.  While it differentiates you from your competition, it also insures you don’t compete on price alone – a key to more profitable sales.

Whether your USP is built around quality, convenience or something else, it’s more powerful when you put some substance behind your claims.  Here’s how a former client and business owner in Marlton, NJ used this strategy to build his reputation and profit.

Business Spotlight on Rhino Global Solutions

As a global source for packaging, printing and displays, Rhino Global Solutions has been providing consistent and dependable quality for companies seeking a production advantage overseas for more than a decade. According to owner, Jerry Smith here are some the keys to building a strong, compelling USP — and giving it the punch it needs to help you stand out.

Talk to Customers.  Understanding the real issues or concerns is a key to developing a strong positioning and USP.  Don’t assume it’s just one thing such as price, quality, service, etc.  It may be a combination.  In talking with prospects and customers, Jerry learned that most companies won’t sacrifice quality for savings – so his company had to deliver on multiple levels.

Look for Niche Markets.  Larger companies were utilizing overseas production and being served  by larger competitors.  But the small and mid-size market was under-served.  This gap offered opportunities for Rhino Global Solutions if they could overcome perceived risks and uncertainty relating to quality.  What gaps exist in your industry – and how can you fill them?

Build Systems to Support Your USP. Your USP is a promise to customers; it’s what they can expect when they do business with you.  So it can’t be left to chance.  Systems that are repeatable by others ensure consistent, reliable delivery – whether you are there or not.  As a plus, good systems ensure efficiency that contributes to the bottom line and allows for sustainable growth and profit.

Back Up Quality Claims.  Many businesses will claim quality excellence.  Did you ever hear one say they did not provide quality products or services?  So it’s not enough to claim it – you need to own it.  The best way to do this is to back up your claims with actions or measurements.  Rhino Global Solutions uses a Quality Assurance Program and Guarantee to put some power behind their claims.  Their program is built around four elements:  communication, job performance, supplier selection and reporting.