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