The USP. Don’t be fooled

I was perched atop a pallet of paper, a glass of tea in hand, just outside the works where Dan plied his trade when I was surprised with a question from my usually content 23 yr old friend.

Charlie, I’m supposed to be identifying my USP. Why does being in business have to be so tough? I mean, I’ve no idea where to start. What is this stuff? Any ideas?”

After further gentle prodding, I found that the marketing plan had called for answers to pertinent questions. Dan, we’re all very different and each business reflects the people within. There are those who are natural allies, some who are just not on the same page, there’s no good spending time engaging those who can’t give you some of their own time. Here’s a good place to start with your … Unique Selling Person. Be confident in your offer Dan, comfortable in your shoes. Offer a smile to whomever you meet, an outstretched hand and a warm welcome always creates a good impression. “But, this is surely not my USP Charlie?” Work on your networking and presentation skills Dan, refine your message. This is when your offer, your USP will become clear, heard through familiarity over time. “How do you mean?” People naturally gravitate to those who they have an affinity Dan. Sharing time in the company of good friends and relations develops the trust … “I still don ‘t get it Charlie.” Dan, YOU are the USP (unique sales person) and if you wish to reach key new clients, your next best customer, then the conduit to achieving this through word of mouth are those who know you, those who understand your business, your offer, your USP. “OK, but doesn’t USP stand for something else?” People buy from people Dan.

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