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February 26, 2008 Leave a Comment

What is Your USP?

“Our faith in the present dies out long before our faith in the future.”

– Ruth Benedict

Do you know your USP? More important – do your customers know your USP? What – you may ask – is a USP?

What does USP stand for? In many ways, your USP identifies exactly what you stand for!

Your USP is your Unique Selling Proposition. It is the specific benefit that your customers get from your product or service. In order to have a successful USP, it is vital that you understand these 2 points:

  1. Your customers need to perceive what you offer as a real benefit to them. It has to be a benefit that really matters.
  2. You must be the first to claim this benefit.

Creating your unique selling proposition also allows you to focus your business. It is a constant reminder of why you remain in business. Why your customers choose to do business with you – and not with your competitors.

Here are a few examples of truly memorable USPs:

  • Federal Express – “When your package absolutely, positively has to get there overnight.”
  • M&M Candy – “The milk chocolate melts in your mouth, not in your hands.”

Are these merely advertising slogans? No. They are operational imperatives.

Federal Express created their business to deliver packages overnight. Long before many customers realized that they actually needed to have their packages delivered overnight. Once enough customers started to see how overnight delivery of packages was important, other transportation companies started to offer overnight delivery.

That is when Federal Express realized that in order to stand out from their competitors, they needed to offer a guarantee. An not just any guarantee. Not just an offer to refund the money if the package didn’t arrive on time. Not just a coupon offering a discount on the customer’s next shipment – (and why would you care about the next shipment if your current shipment didn’t arrive when you promised?)

Their USP – “When your package absolutely, positively has to get there overnight.”

Here’s an interesting sidebar that illustrates leadership and vision. On the first night of operation, Federal Express used:

  • 389 employees and 14 aircraft to deliver
  • 186 packages overnight to 25 cities in the USA

FedEx helped to create the demand for overnight package delivery. There was little perceived need for this when they began operations. Once enough customers perceived that they needed overnight package delivery FedEx needed to cement their name and reputation in the front of the customers mind. And they needed to structure their operations to ensure that they would fulfill their USP – “When your package absolutely, positively has to get there overnight.”

No other package delivery company can claim that USP. UPS (United Parcel Service) had to create their own USP. They had to differentiate their business. That is why you have to be the 1st person or company to claim your USP. Continue reading “What is Your USP?” »

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Filed Under: Business Communications, Business Practices, Communications, Customer Service, Leadership, Main Page, Marketing, Political Strategy, Sales Tagged: , , ,
February 25, 2008 Leave a Comment

Don’t Blame Your Customers!

“A business without customers isn’t a business.”

– Anonymous

If you are running a business you know that your number one job is to attract and retain enough customers to remain viable. You need to attract enough customers who want to buy what you have to offer. You also need to entice your customers to return and make additional purchases. And… you work hard to delight your existing customers so that they, in turn, will recommend your business to their friends and associates. That is a smart way to build your business.

It is also a smart way to run a political campaign.

To get elected – or nominated by your party to run for election – you need to attract enough voters who want to vote for what you have to offer. And… you work hard to encourage the people who are now ready to vote for you to encourage their friends and associates to consider voting for you.

But the primary responsibility for success resides with you – the business owner or the political candidate. You must offer something that your customers want to buy; something that voters want to support.

Successful businesses do not make sales. Rather, they develop enough customers who are eager to buy the product or service that they offer for sale. Likewise, candidates need to develop enough voters who are eager to support their cause. Voters who are willing to recruit others in support of your campaign.

All of this seems rather simple and straight forward. And it is. The complexity lies in how you ask for your customers business; how you ask for your supporters vote.

People love to buy but they hate to be sold. Likewise with voters. You can – and should – tell them that you need their support; you need their vote. But I would never tell them that it will be their fault that I went out of business or that I lost the election.

Unfortunately, the Clinton campaign is ignoring this advice. Granted, I am not a million dollar a month political adviser (like Mark Penn) so why should they take my advice. But, I would never say this to my supporters: Continue reading “Don’t Blame Your Customers!” »

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Filed Under: Business Communications, Business Practices, Consulting, Customer Service, Leadership, Main Page, Political Strategy, Sales Tagged: , , , ,
February 16, 2008 1 Comment

Law of Reciprocity

`Who says that customer service is dead? It’s alive and well! I found another exceptional employee the other night – a clerk in a Barnes & Noble Bookstore in suburban San Diego, CA. Here’s the story.

I saw (part of) a terrific documentary on Television about a month ago. I really wanted to purchase a copy of the DVD if it was available. The only problem was that I couldn’t remember the name of the film. So, I had some time on my hand prior to my drive home and went looking for it at the local Barnes & Noble.

The clerk looked friendly enough and, of course, he asked if he could help me.

“Yes, I’m looking for a documentary about the musical sidemen who backed the Motown stars on their recording sessions in the 60’s and 70’s. I don’t know the title. Can you help me?” Continue reading “Law of Reciprocity” »

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Filed Under: Business Communications, Customer Service, Sales, Small Business Tagged: , , ,
August 20, 2007 Leave a Comment

Have you been encouraged to buy recently?

Can a very good employee make you money and bring in repeat customers?

The answer should be obvious – yes they can – and they do! In my opinion the problem is not so much finding these “rainmaker employees.” Rather it is coaching them to “go the extra mile” and to develop their own personal style.

Last Friday evening, I found such an employee. No, actually he found me!

Here’s the scene: I was killing a few minutes while waiting for my connecting flight home. Dead time! I had just completed an intense two-day training session. I was wandering in the in Portland, OR terminal. Then the sign for “Powell’s Bookstore” caught my eye. Perhaps you have heard of Powell’s – the legendary “street block of books” in downtown Portland. It was refreshing to see them here in the terminal; I perked up and walked inside. Continue reading “Have you been encouraged to buy recently?” »

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Filed Under: Business Communications, Business Practices, Customer Service, Main Page, Sales Tagged: , , ,
March 27, 2007 Leave a Comment

An Engaged Workforce Delivers Extraordinary Results

“People today are saying, ‘teach me, grow me, and if you won’t teach me and grow me I’ll go someplace else.'”

– Sharon Jordan-Evans, Executive Coach

One of the themes at the conference I attended last week was “The Engaged Employee.” Jackie Freiberg, co-author of the business book best-seller “Guts!,” was the keynote speaker. She taught us how to “Blow the Doors Off Service-as-Usual.” The essence of the talk was that you will never be able to provide extraordinary service to your “external” customers (the ones whose business allows you to pay the bills) until you start to grow, teach and empower your “internal” customers (the ones who do the work.)

Employers who are unable or unwilling to “grow, teach and empower” their employees can not remain competitive in the marketplace. Both customers and your workforce demand that you do so. It is expected. They must be “engaged” with you and your business. Otherwise …, as the opening quote states, “(they) will go someplace else.”

Continue reading “An Engaged Workforce Delivers Extraordinary Results” »

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Filed Under: Associations, Business Communications, Main Page, Managing, Sales, Small Business Tagged: , , , , ,
February 27, 2007 Leave a Comment

How Well Do You Communicate? I Don’t Hear You

“It is the recipient who communicates. The so-called communicator, the person who emits the communication does not communicate. He utters. Unless there is someone who hears, there is no communication. There is only noise.”

– Peter Drucker

As always, the late, great Peter Drucker put his finger on the key issue. Unfortunately, too many speakers, salespeople, marketers, supervisors and spouses ignore this point – at their peril!

Communication is a two-way process.

Speakers may speak, but they are only words … unless the words that they speak reflect the experience of their audience. Salespeople may try to sell, but there will be no sale … unless their prospective customer perceives that there is a value for them. Marketers market everywhere everyday … but unless they market the right product to a receptive audience, it is just a waste of advertising dollars. Supervisors try to supervise daily … but most of the time their employees fail to respond in the way the supervisor hoped they would. Why? We know that spouses and significant other talk past each other on a regular basis … and to what result? The divorce rate is at an all-time high.

“What we have here is a failure to communicate!” This is a famous line from the movie, “Cool Hand Luke.” And it comes back to Peter Drucker’s observation:

“Before we can communicate, we must, therefore, know what the recipient expects to see and hear.”

No one can move an individual or an audience from Point “A” to Point “B” unless they really know the audience’s definition of Point “A.” It’s exact geographic and emotional location!

And this may vary from individual to individual in each audience and from audience to audience. If you want to be successful in sales (and who doesn’t?), you should spend more time asking questions of your potential customers than practicing your (one-size-fits-all) “spiel.” Successful marketers spend a considerable amount of time identifying – and locating – a “target” audience – one that has a high likelihood of being receptive to a (personalized) message. When the “communication” is “on-target” a demand is made – that the consumer makes a purchase or, at a minimum, asks for more information.

I am reminded of a book in my library by John Wooden – “You Haven’t Taught Until They Have Learned.” It’s the same principle at work here (as per Peter Drucker): Continue reading “How Well Do You Communicate? I Don’t Hear You” »

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Filed Under: Business Communications, Business Practices, Communications, Main Page, Marketing, Public Speaking, Sales Tagged: , , , , ,
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