Before you pick up the phone to call a prospect to sell horse trailer insurance services, you should know your USP. However, the USP needs to be more than how your business or solution is different. If you are still calling customers with a pre-memorized 30-second pitch about your business, you are in for a hard time closing sales.
In the past, the “how we are different” type of USP worked well. However today, prospects are bombarded with sales people every now and then and will quickly dismiss you when they smell a ting of sales in your communication. So, how do you effectively get the attention of your prospects and make then give you their attention, and probably an appointment for a presentation? Redefine the USP.
Let’s look at an example. How would you approach selling to horse trailer insurance services company? Read on for some tips.
Define Your Unique Selling Proposition
To make your USP work, it has to be about the prospect rather than your business or product. Yes, you are already unique in your own way, but how will prospects benefit by doing business with you? Prospects don’t care about your product; they want to know what’s in for them. Provide this in the USP.
Due to the differences in business offerings and practices, it is difficult to define a standard process of creating a unique selling proposition. However there are factors that cut across the broad when defining a USP. To define your USP, answer these two questions:
- Who is your ideal customer?
Who is your business targeting? Which prospects will appreciate your products and/or services? The answer to these questions will help you determine your ideal customer. The ideal customer should find value in your offering, needs the offering and is capable of … Read the rest