It can be impossible to tell one company from another when they sell virtually identical products or services and that can be a real challenge when convincing your prospects to buy your offerings over the competitions.

So you’ll need to show them how you are different, which isn’t always easy, but when you do it will often change the whole dynamics of your business and galvanise the management and staff like nothing else could.

Don’t merely look at what you do and how you do it now – because if you can’t find one, you’ll need to create one and that will mean looking at what you could offer that’s different to the competition.

Get really creative with it and brainstorm it with your team. Get a professional in to help with this, someone who’ll be objective and who will push and prod and drag any and every angle out of you and your resources.

Look very closely at all the features of all your products and/or services, how and why you do what you do and could it be done better, cheaper, faster. Maybe there’s a common feature in some of your competitors products that would lend itself to being fashioned into the driving force of your USP.

Remember! Your customers are only interested in what’s in it for them. So your USP must offer them a benefit to achieve the greatest impact. You mustn’t get your features mixed up with your benefits either; a simple example might be: ‘we’re open 24-hours’ [feature] ‘allows you to shop when it’s convenient to you’ [benefit].

It may not be easy but once you’ve created your USP you will see a remarkable boost in your sales and if it’s strong enough, which it should be, it will become the whole ethos of your business.

Start revolutionising your business today, hire me to help you brainstorm and develop your company’s USP.