The ‘Small Business’ environment is exciting, dynamic and full of opportunities to thrive. However, changes in the business environment we operate in have led to a scenario where there is an abundance of choice and a shortage of attention.
The global marketplace that has opened up as a result of the internet, means it is increasingly competitive for any small business. The customer is king and they will now go wherever they can to get what they need, when they need it. There is such an overwhelm of noise and options out there that your potential customer may not hear you or be able to differentiate you from your competition.
As a result, many small businesses struggle to generate enough interest and potentials in their pipeline to even get the level of sales needed to survive, or to achieve the moderate sales needed to be comfortable, never mind to consistently accumulate enough sales to support organic growth and achieve financial success.
Are you finding it hard to be heard by the right people?
Do you need to differentiate yourself from your competition?
The subconscious brain filters through the torrent of data that flows over us every day and brings to our attention only those items that we have told it we are interested in knowing about. For that reason it is essential that a business is able to trigger enough interest for their audience to choose to listen and then hear what you are about and what you have to offer. 
One of the ways to do this is to be very clear on your Unique Selling Proposition and effectively communicate it to engage past, current and new customers.
“Not everybody can be famous but everybody can be great, because greatness is determined by service” Martin Luther King, Jr
No two businesses are exactly the same. Each business has different current and future strengths. Focussing on positive differences that can give you an edge can enable you to carve out your own market place, no matter how many others are doing similar.
In fact very few businesses are doing something completely new, different or truly unique. Even highly innovative technical companies that have a unique product, don’t stay unique for long!
You must understand that which makes you special, the things that make your customers come back again and again.
Why do they choose you?
How unique do you need to be to have a unique selling proposition?
A USP can be a tiny thing that is easily dismissed. It can be you positive attitude and way with customers, how you make them feel, how you add value to the relationship by giving knowledge and advice. You may not be cheapest or the most convenient but they still choose you. It could be:
- The values you lead with
- Your proposition and how it’s packaged
- How you position yourself
- Your business model
- The level of service and responsiveness
- The type of people you recruit
- Your connections
Don’t underestimate the difference you make as the Business Leader; your values, your attitude, your ethics. In fact you could consider USP as your “Unique Selling Personality”! However do bear in mind that if it is you, it can be difficult to exit in the future.
If you were to be known for just one thing, what would it be?
If you don’t already know what it is, the first step is to research your Unique Selling Proposition (or Unique Selling Personality). Below are some suggestions on how you might do that:
- Ask current customer open questions i.e. If asked by another, what would they say about you and your business?
- Put a feedback facility on your website
- After working with them, email inviting feedback
- Send a letter asking for personal feedback, “How was it for you?”
- Ask your staff to report what customers say
- Follow up with past customers who have not come back for a while, asking if there had been any concerns or issues
- Ask friends and family how they view you and the business
- Do a survey
- Provide feedback forms at the end of a service
- Take part in a mystery shopping programme
- Enable feedback on third party websites
The next step is to see what they are saying.
What problems are they encountering?
What would make the biggest difference right now?
The answers will help you to tweak your business model accordingly . These changes need to be made on an ongoing basis as change is happening all around. Listening, adapting and constantly reinventing is essential to keep offering relevant solutions in the moment. These shifts can be in the business model, the way you market, your brand in the marketplace, the product itself or the service.
Finally, you must become an expert at communicating your Unique Selling Proposition to your past, current and future customers to re-engage/engage. Finding was to embed these messages in your communications ensures you keep them up to date with where you are, what the business is about what you can do for them and how.
“Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different” Michael Porter – Harvard Business School
