How to get more customers to buy from you

Why should I use you instead of your competitors? A unique value proposition (UVP) will make your business stand out from the crowd and tell your customers what is special about you. Also described by some consultants as a USP unique selling point. Today a UVP can help you decide if a potential new business, product or service is different from what is already available. If not, the UVP helps determine if there is any reason for a customer to purchase your new product or to shop at your new business instead of continuing to use established competitors.

Lack of a strong differentiating characteristic means that your new business product or service may not be likely to succeed. If there is a strong difference then your business venture stands a much better chance of being successful.

Understanding your target audience

Developing a UVP begins with your target audience. What do you know about your target audience and why do they purchase items from the market you are operating in? What needs does that market meet for them? In other words, are they looking for a time saving, some expertise, a trust worthy supplier or something else? By consulting customers, colleagues and friends you should be able to make a list of all the reasons why someone might choose to buy your product or service.

What is your competitive advantage?

You should be able to pull out one or two things that you believe your business is really good at. Make a list of your competitors and see which needs they are meeting. Evaluate how well they meet those needs on a scale of 1-5. Just because someone currently has a position in a market doesn't mean that they're delivering on it. If you can do it better, that's a strong basis for market entry.

Think a little broader

At the same time, you need to look at those needs that aren't being met and also think about the key trends in the industry. Consider current trends and those issues that will be most important in five years' time. Now see if you can extend your advantage into these areas.

Testing and refining your UVP

Come up with a strong statement that conveys each UVP. You could also give each idea an image to help bring the concept to life. Talk to five or ten potential customers to get their feedback on the different ways you are positioning your brand. The results of these interviews should help you to choose the best positioning statement. You should also choose the single most compelling reason for that positioning.

Communicating your UVP

Your UVP should be driving the development of your business and your marketing strategy, whether you are creating a website or a logo or embarking on an online advertising campaign. Always ask yourself if your image and activity clearly communicates the benefit you are offering.

It's not advisable to change your UVP too often but it is important to keep it fresh. Watch out for any shifts in trends or competitors that cause consumers to view you and your UVP differently.

How to develop your own UVP

1. use your BIGGEST benefits

2. be unique

3. solve an industry "pain point" or "product gap"

It isn't good enough for you to know what sets you and your products or services apart from competitors. Your business must also convey these reasons to customers, so they understand why spending their money with your business, instead of with an established product or brand, is a good decision. The UVP ultimately becomes a key component of your business' marketing campaign. The Business Minder can help you to identify your Unique Value/Selling Proposition.