The concept of unique selling proposition was invented by Rosser Reeves in the 1950s. Those who can say why a customer should buy from them and not from the competition, sell more.
Unique selling propositions should be unique. If both you and your competition claim you have the lowest prices, then this isn’t your unique selling proposition. What do most Slovenian sellers claim?
Look for something that you can offer to your customers, but your competition can’t.
Look for something that customers appreciate and you competition doesn’t have.
Here’s an example from a street in Krakow, Poland. Competition among street artists is fierce and they all fight for the passer-by’s change. But only this couple takes pride in having performed for the pope, and they have a photo to prove it, too. This is one unique selling proposition that their competition certainly doesn’t have.
Most Slovenian entrepreneurs should take a week off and think about what really separates them from the competition. This would really pay off.
Have a look at some pictures from Krakow.
A silver street artist
A bronze street artist
One more silver artist with a sword
A window from which Pope John Paul II addressed youth
A few Communists are still around
Your guru’s looking in the distance
Read the two texts below. You won’t be sorry. It’ll be educational, fun and extremely useful. When do you think the texts were published?
Shop assistants can’t sell.
Most shop assistants haven’t heard of the six commandments of perfect service. A big American department store once carried out a survey in which women pretending to be shop assistants observed 260 other sellers in action.
Here are the results:
- Only one called a customer by name.
- Only one brought a chair to a woman who was waiting.
- 83 didn’t offer anything to a customer – they just let them leave the shop without a word.
- 34 didn’t try to retain a customer when they said they were going to look for a product in other shops.
- 175 didn’t try to offer something extra to a customer.
- Only 71 sold in a polite and professional manner that would make customers return to the shop.
Despite it all, plenty of shops don’t bother educating their sales staff.
How should we sell?
A gas station employee had been employed at a station for some time. Every time a car stopped by he would casually ask the driver: “How much gasoline do you want?” The driver would usually ask for ten liters (2.6 gallons). When the employee finished he would add: “Any oil?” The driver would normally ask for a cup (250ml). This didn’t escape the station manager who hired another employee. The new employee wasn’t this careless. Every time a car stopped by he would politely ask: “May I fill your car up?” The driver would accept the offer. “You don’t mind me topping up the oil, do you?” proposed the new employee.
The driver was satisfied. And the company became more and more successful. That’s the power of suggestion in sales.
Key note speaker is Marcelo.
Marcelo makes bespoke suits for men. The price for such a suit is approximately 1,200 euros. He lacks no work. He has customers in many European countries, from Italy, the UK, Switzerland, Poland etc. I met Marcelo at Dr Cialdini’s seminar. What was he doing there? He agreed with the organizer to present his work at a small, improvised stand in front of the hall. A brilliant move. Who are his potential customers? Businessmen, of course. And businessmen who have paid 350 euros for a seminar, probably wouldn’t mind spending 1,200 euros for a bespoke suit.
Key note speaker Marcelo was in the right place where there where customers who both sought his services and had the money to afford them. [More]
Free marketing ideas: Discrimination is necessary, it can save lives!
Recently there have been reports about drivers who have caused repeated accidents with deadly outcomes. We seem to be unable to track them down.
Business has known a solution to this problem for a long time. We entrepreneurs know that all customers aren’t the same and that companies that discriminate customers earn more. What should insurance companies and the government do?
They should use the RFM model – free marketing ideas. This model is familiar to all who seriously work with direct marketing and also use it. The model simply implies that the customers who have recently bought (R – recency), the customers who frequently buy (F – frequency) and the customers who spend a lot of money (M – money) are more valuable! The customers who have recently bought something from us, the customers who spend a lot of money on our products or services, and the customers who frequently come back to us are our best customers and we should treat them differently from our ordinary customers.
Example of customer discrimination in Austria. Special parking spaces for female drivers .
Two free marketing ideas by keynote speaker Aleš Lisac:
My older son has finished his soccer practice for the season. On the second last practice, he got a free soccer jersey: number 9, and my son’s name in capital letters below! I admit that this motivated me to enroll him in soccer practice for the next season.
My younger son didn’t go to football practice, but went to the gym. I didn’t think it was anything special –honestly, what would 4-year olds do at the gym? Whenever I would ask him what it was like, he replied in a voice full of pride: “But you know, dad, we exercised.” Yesterday after gym he brought home, besides a gold medal, a CD with a bunch of photographs as evidence that they exercised the whole year. And now I have a reason less not to enroll my son in the gym again.
Two smart and charming moves to retain their customers and increase the odds of spending our money on their services again. Bravo!
Companies essentially compete in two groups of industries. The first include industries where cooperation with competition is important, where it is usually understood as something good and useful. The other includes industries in which companies and individuals do everything they can to taint their competitor’s reputation.
I compete in industries where we always talk nicely about competition. We even cooperate and help each other out. One such industry is publishing, for example. A single publisher will never say that another publishing house publishes dumb books. It’s similar with seminars and business education. I encourage entrepreneurs to attend seminars, whether they’re organized by us or by the competition.
Why do I do this?
For two reasons. Firstly, my mission is to help entrepreneurs, and discouraging them from attending other seminars and reading other books would be contrary to my mission. Secondly, it would simply be bad for the whole industry if we talked against each other. If I said that the competition had worthless seminars, that all other counselors but myself were incompetent and that only we publish good books, this would create mistrust in the whole industry among customers. Ultimately, I’d lose my credibility.
Let’s have a look at an example of industry where competition is constantly being spat on. Water filter sellers are like that. They speak badly about competition. Only their water filter really works, they say, the others are so-so. Or sellers of food supplements. Although scores of them sell similar pills (with the same ingredients), they like to say that only their pills are of good quality while the others are only little better than fakes. By attacking the competition in this way, vendors only confuse customers. Confused customers buy from no one. And the industry’s reputation is at risk.
If for example vendors of Kransky sausage claimed all at once that only their sausages were good, and that the others fill their products with antibiotics – would this really encourage us, customers, to eat more sausage? There you go.
Calling people names is usually impolite, inappropriate and ineffective. Read plenty of books and don’t miss out on educational opportunities in 2010. At Lisac&Lisac or anywhere else. Invest in yourself!