From what many in sales effectiveness have seen in small businesses, new businesses, and even established businesses, associations, organizations, and non-profits is that the value that a company puts forth is not clearly differentiated in marketing materials, website, by phone and in writing,
You don’t need a UNIQUE selling proposition, because it is OK if you do what someone else does, but you DO need to be able to show why customers should work with you. Hiding or not clarifying your value is one of the biggest issues in slow sales.
Here are the easiest ways to figure out the value of your business and what you bring to it:
ASK customers who do businesses with you WHY they do business with you. Simple as that. Then LISTEN to what they say. WRITE it down, and without putting your feelings or thoughts into it, review it and learn from it.
KNOW that usually what we think we offer is not what the customer sees.
ASK those who know you and support you to tell you what they think is the value you bring to your business community. Write that down.
KEEP a file going all about your value so that you can add email testimonials, notes, and thoughts about how you differentiate the market in an ongoing way.
LOOK at what your industry counterparts are doing. How do they say what it is that they do, and when you see that, how do you feel about what you offer?
Recently I missed out on what would have been a very fun and exciting speaking gig because the organizer was confused (I have several websites) about what my main focus is. I had to take an introspective look at what I have out there, and make some better clarifications. I feel that if someone who somewhat knows me is confused, think of those who visit one of my websites for the first time. How many missed opportunities do we all have?
This is really important stuff and worthy of many hours of thought, planning, and action. Post your comments on how you differentiate yourself as it will help other business owners.