At this mornings BNI meeting - we were considering our USP - or unique selling point in our businesses. Coming up with a unique selling point it something that might sounds easy enough. ‘Lower prices’, ‘better service’ or ‘we do what we said we would do’. These were a couple of the answers that came back from the room when asked what their own businesses’ unique selling poing was. If you think you have a USP however, consider applying the following litmus test. “Would your direct competitor make the same claim?”. If the answer is ‘maybe’ or ‘yes’ then you haven’t really nailed what it is that makes you stand out from your competition. Tony McIntyre from Citadelmortgages seemed to have the best answer when asked about his USP. He comes to your home and advises you on the ptions
for mortgages in complete privacy - as compared to advisors who work from banks or hotel lobbies. Tony will arrive at any time of day or night to give that advice. So - it begs the question - would your competitor lay claim to your USP?