The USP, or Unique Selling Point, is your stake in the market. It’s the value that you bring to your client. But communicating that value isn’t always as easy as communicating your USP, because each client is different. Clients don’t always see the inherent value in your product. So you have to show them.
Your USP shouldn’t change. After a sense, it’s the DNA of your MSP. For example, if you provide 24-hour support as your USP, that won’t change. How you communicate that to your client, however, should change.
There are four steps you should take when thinking about how to communicate your USP. They will allow you to communicate your USP in a way that connects directly with your client’s needs.
You should know what your client contributes to the market and how they do it. Most likely you’ll find this under the “Mission” statement. This is your client’s biggest goal.
For example, a photography company’s USP might be that they allow customers to download images within 24 hours after a photo shoot. How would your USP make this goal happen for that client? Communicating this information is the minimum amount you need to communicate to the client (see below on communicating more than the minimum).
This is stuff that doesn’t fall under the USP but is still important to the company. For example, hospitals and global firms are open 24-7, but being open all the time isn’t their USP even though it’s a critical part of their business.
Keep this list to three things. Having too many examples and trying to communicate them to the client works against you. Three examples are enough to show that you know the company and its important features.
This is the part where you go above and beyond. This is where you communicate why you can help the client better than any other company.
The first thing you must do is communicate how you help the client meet their goal. Then you need to demonstrate how you can help them meet that goal better, faster and more efficiently. For example, you might offer services that allow the client to upload photos easily, and for their customer to download those photos. You’ve met the minimum.
Enhancing services might mean that the client’s customer can call you directly if a download isn’t working. Show the client how this can save them time and cut down on their customer’s frustration.
Draw the connecting relationship between your client’s USP and your USP. Leave no doubt that your client will do their job better because of what you do. This is where you bring your research into the equation. Walk the client through their USP and that list of three things that are important to the company. Show them that your company meets and enhances those needs.
At first glance this all seems very basic. But when you’re in the moment, talking with the client, it will elude you. That’s why you need to think this stuff over beforehand: So you can connect with your client in the best way possible.
Vanessa James is a business technology consultant specializing in database management. She has a passion for sharing her knowledge with individuals and companies alike. She currently writes for Oracle monitoring solutions provider confio.com.
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