| I've been hearing for years that a successful business | | | | on the |
| needs | | | | tennis court.They don't buy Microsoft products |
| to have a USP (unique sales point). The problem is | | | | because of all the |
| that most | | | | research they've done, they buy them because they |
| businesses find difficulty in identifying what their USP | | | | feel good |
| is. | | | | about them.Start to think what your ESP is. What |
| And even if they have a USP, eventually they find | | | | does your product or |
| their | | | | service do that makes your customers feel secure, |
| competitors doing the same thing.So instead of losing | | | | comfortable, acceptable to others, admired, stylish, |
| sleep wondering what your USP could be, | | | | wealthy, important, happy, relaxed or sexy.For those |
| far better to think about what your ESP (emotional | | | | of you selling engineering or technical products |
| sales | | | | and think this isn't for you - think again.Some years |
| point), could be.Your ESP is about how your | | | | ago I worked as a Sales Engineer for Loctite |
| customers feel when they deal | | | | industrial adhesives. On several occasions I proved to |
| with you. How they feel when they use your product | | | | engineers through numerous tests, how my product |
| or | | | | could save |
| service.A USP could be - "We have a 24 hour | | | | time and money over the assembly methods they |
| delivery service" | | | | were using.Many engineers agreed with all the test |
| The ESP would be - "You'll be enjoying our product | | | | results however they |
| the day | | | | often rejected the product on the basis that it didn't |
| after ordering it"A USP - "Our prices are very | | | | FEEL |
| competitive" | | | | right for them. |
| The ESP - "You'll feel you've received value for | | | | I realised then that I needed an ESP to overcome this |
| money if | | | | resistance.So there you have it - always remember |
| you buy this"As all good sales people know, we don't | | | | that a customer will |
| sell a feature (USP) | | | | make an emotional decision before a logical one, |
| we sell a benefit (ESP).Customers don't buy Nike | | | | whatever |
| clothing because there made from | | | | they're buying - so what's your ESP?Discover how |
| quality materials, they buy Nike because they want to | | | | you can generate more business without having |
| feel | | | | to cold call! |
| like Tiger Woods on the Golf course or Andre Aggasi | | | | |