Identifying Your Unique Selling Proposition (USP)
What’s your story? What makes you different?
I Know What You’re Probably Thinking.
…so let us just put it out there. If there is one solution area HMG offers that may be quickly dismissed by a CEO, this is probably the one. We know, it sounds like consulting mumbo jumbo designed to rack up hourly fees. Maybe it sounds so basic that you think you already have it figured out.
Here’s our take: 1) If done well, identifying your unique selling proposition for your company and each product is NOT easy. In fact, it can be very tough. 2) If you pull it off, your unique selling proposition will be the difference between your company becoming stagnant and your company staying on the path to growth.
You see, a properly crafted unique selling proposition forms the foundation of your entire go-to-market strategy. It drives every single part of the marketing and sales process. If you have clarity around your unique selling proposition, marketing and selling can feel downright easy. If you lack clarity in your unique selling proposition, sales and marketing can feel like you’re walking uphill both ways.
A Practical Approach to Identifying Your Unique Selling Proposition
So it’s important to identify and hone your unique selling proposition, but it shouldn’t be complicated or expensive. Assuming we can coordinate schedules, the process typically takes about 2 weeks from start to finish and follows these steps: We’ll…
Step 1: Quickly get up-to-speed on your company by reviewing marketing collateral, website, sales presentations, market info, etc.
Step 2: Conduct 1-hour, one-on-one interviews with the CEO, sales head, and marketing head
Step 3: Facilitate a 1.5 hour meeting with the company’s leadership team
Step 4: Spend 20-30 minutes chatting with 3-5 of your top customers
Step 5: Complete an online review of the companies you identify as your top three competitors
Step 6: Take the lead role in drafting the following messages at the Company level AND at the product/service level:
• Your unique selling proposition
• Your 50-word elevator pitch
• Your 100-word elevator pitch
Step 7: We’ll work together to refine and finalize all components of your unique selling proposition
Although not absolutely required, clients often prefer to have us on-site to conduct steps 2 and 3 above. All remaining steps are easily handled via phone or web meeting.
In most cases, we’ll will focus our work around the company-level unique selling proposition and your top 1-3 products/services. This represents 25 hours of work and would be billed at a fixed fee of $3,750. If on site facilitation is requested, travel expenses would be billed in addition, at cost.
Need info to go? Download the Unique Selling Proposition Factsheet