Tuesday, January 18, 2019
Your unique value proposition will also force you to really think about how your services SERVE your client and whether those services actually resolve their challenges and pain points.
Your unique value proposition sounds a lot more complicated than it actually is. If you take the time and make the effort to determine your unique value proposition, it will not only help you sell your services much better, but you’re all of your marketing and advertising will also fall into place.
So what is a unique value proposition?
Think of it as a path that you pave that leads the right person down the right path that ends at your front door.
By asking yourself the right questions about your business and clearly defining each answer, you can construct your unique value proposition for your company.
What Problem Does your company solve for your clients?
Think about the types of services that you offer. Let’s say you offer web design services. Your client's problem is not that they don’t have a website. The website design service you offer them is the solution to their problem. So why do they need a website? How will having a website meet their business goals and objectives?
By digging deeper into your client’s main objectives and challenges, you can better structure your sales pitch, your proposal, and the services you offer them.
What does your client expect to gain from your services?
So often clients are disappointed in the service that they receive, not because their branding or website wasn’t functional or wasn’t designed to their standards. Their disappointment usually derives from having invested time and money into a product that didn’t achieve any results.
To avoid disappointing a client, you have to ensure that you’re both on the same page about their goals and objectives. What are the objectives they want to achieve with your services?
You also have to clarify what measure they will use to determine whether your services helped them achieve those goals.
Being very clear about your client's preliminary expectations and the end goal they believe they will get will put you both on the same path. You will know what to propose and what to deliver and they will be on the right path to reaching their objectives.
What does your competitor solve for your clients?
Step 1. Find out how your competitor solves problems for their clients.
If you’re serving a niche market, find a competitor in the same space. What services do they offer their clients to help them reach their goals and objective?
Step 2. Then offer an alternative way of solving those problems.
There is never one way of solving a problem. EVER. Your experience and expertise can offer a unique background in offering an alternative way of resolving your niche’s pain points.
Step 3. Focus on developing a unique service and strategy.
If you are currently serving a specific niche, (and if you’ve taken my class on building your web services, then I know you are), then consider targeting a sub-niche within that niche. The more specific your niche, the better chance you can structure a solution for their business.
What makes you different from your competitor?
Comparing yourself to your competitor is disastrous. What you have to offer and how you offer it needs to be unique but most of all it needs to be genuine. If you are trying to emulate or copy or be someone you THINK your client wants, then you’ll get the wrong clients and the clients will feel like they didn’t choose the right person and worst of all, the opportunity to network with your client or to use your client as a reference or even to get a referral will be gone. You can fake authenticity. But you’ll unravel in action.
So although you should stay focused on your growth and your unique services, you should also understand how you stand apart from the crowd. Once you can differentiate your uniqueness from the crowd, you will no longer blend in.
I can assure you that if you are trying to emulate or copy your competitor, it’s because they are better known or you assume more successful and your potential client will assume the same.
Potential clients tend to look for 3 quotes and compare products and companies before making a decision. Finding a way to stand apart from the crowd will lead you toward developing your uniqueness and in doing so will eliminate competition as no one is doing or offering what you have.