How to test your USP (in under 3 min)

You’ve cracked it! and worked out your USP – the holy grail for small business owners a Unique Selling Point that will have customers knocking on your door.

But how do you know if what you think is your USP really offers any advantage over your competitors?

Here are four simple tests to see what you really have

Before you go any further, write down the elements of your USP – OK ready?

Now consider each of the four questions below -

YES, to Q1 - Competitive Parity

If you deliver something which customers value but so do your competitors this simply Competitive Parity – these are often yesterdays’ USP’s e.g. next day delivery – once an advantage now often a standard requirement – if the phone has stopped ringing this could be why.

YES, to Q1 and Q2 - Temporary Competitive Advantage

OK, so you provide something of value that your competitors don’t. This could be a new product/service, skilled members of staff or even your business location – great, you have an advantage, but this may not last. If it’s valuable to customers, you can be certain that your competitors will be working hard to match you.

YES, to Q1, Q2 and Q3 - Unused competitive Advantage

Within your business you are providing value which your competitors don’t offer and more importantly they would find it difficult to offer.

The reality is this is unlikely to be one distinct part of what you do as these can be easily copied, it’s a combination of activities, skills and people that is really the key to standing apart . Collaborations with other suppliers, integration into the customers business or the culture within your organisation that creates and sustains high performing teams.

If you get this far and answered NO to the final question you are failing to capitalise on your advantage.

Sustaining your advantage is about recognising what really makes that ‘secret sauce’ and then ensuring that you organise your business systems to support and enhance this. For example, setting targets and KPI’s (key performance indicators) in these areas.

Benchmarking against your competitors will, at best allow you to achieve competitive parity – understanding your customers and your business environment is the way to sustainable advantage

It’s not simply a case of finding your USP but creating a business that delivers something different.

It’s not easy, that’s why it’s so valuable when you get it right.

So, what was the outcome for your USP?

Janet Doran , works as a Strategic Business Coach across North Yorkshire, UK. enabling small business owners to win in competitive markets.

Please get in touch to book your discovery call by email janet@thepositivepen.co.uk or call on 07505 120051

You can follow her on twitter thepositivepen for daily insights & inspiration for small business owners