| I've been hearing for years that a
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| | They don't buy Microsoft products because
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| successful business needs to have a USP
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| | of all the research they've done, they
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| (unique sales point). The problem is that
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| | buy them because they feel good about
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| most businesses find difficulty in
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| | them.
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| identifying what their USP is. And even
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| | Start to think what your ESP is. What
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| if they have a USP, eventually they find
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| | does your product or service do that
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| their competitors doing the same thing.
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| | makes your customers feel secure,
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| So instead of losing sleep wondering what
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| | comfortable, acceptable to others,
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| your USP could be, far better to think
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| | admired, stylish, wealthy, important,
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| about what your ESP (emotional sales
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| | happy, relaxed or sexy.
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| point), could be.
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| | For those of you selling engineering or
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| Your ESP is about how your customers feel
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| | technical products and think this isn't
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| when they deal with you. How they feel
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| | for you - think again.
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| when they use your product or service.
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| | Some years ago I worked as a Sales
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| A USP could be - "We have a 24 hour
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| | Engineer for Loctite industrial
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| delivery service" The ESP would be -
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| | adhesives. On several occasions I proved
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| "You'll be enjoying our product the day
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| | to engineers through numerous tests, how
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| after ordering it"
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| | my product could save time and money over
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| A USP - "Our prices are very competitive"
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| | the assembly methods they were using.
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| The ESP - "You'll feel you've received
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| | Many engineers agreed with all the test
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| value for money if you buy this"
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| | results however they often rejected the
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| As all good sales people know, we don't
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| | product on the basis that it didn't FEEL
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| sell a feature (USP) we sell a benefit
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| | right for them. I realised then that I
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| (ESP).
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| | needed an ESP to overcome this
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| Customers don't buy Nike clothing because
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| | resistance.
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| there made from quality materials, they
| |
| | So there you have it - always remember
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| buy Nike because they want to feel like
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| | that a customer will make an emotional
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| Tiger Woods on the Golf course or Andre
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| | decision before a logical one, whatever
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| Aggasi on the tennis court.
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| | they're buying - so what's your ESP?
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