Why You Need to Define your USP

     by Steve Kellogg

The most important thing to realize as a consultant is that the client will perceive you as identical to all other consultants of the same type…

….unless you show the client otherwise.

Look at it this way.  You move to a new community and need a new dentist.  You go on line or to the yellow pages.  At this point a dentist is a dentist.

What most of us do is look for a referral from someone we know.  We are seeking any reason or guidance to make a selection as we don’t know one from the other.  All are assumed to be competent, but what then is the basis to make a decision.

Your consulting practice is likely in the same situation.  Those who don’t know will assume all of you are the same, i.e. equally qualified and capable of doing a good job.

Thus, it is up to you to know and demonstrate the difference.

The first step is defining what is your USP, that is, Unique Selling Proposition.

Your USP is what makes you different from others in your field or area.  Resist the temptation to say you give better service.  Most say this. 

If service is your differentiator, list how you deliver that is unique and original.  You must have definable and measurable systems for service.  These can be communicated.  As marketing director of an engineering firm, we developed a performance guarantee.  It listed specific actions and expectations.  This was used as a selling point to the client and as a concrete way of defining what was expected of the project managers. 

But, better yet, find some other areas to differentiate.  If you have proprietary systems or procedures, all the better.  Perhaps your “system” is trade name protected.  Or you have published articles, papers or a book on your system or approach.

Of course, your differentiator shows up on your web site and any other promotional materials or advertising.

Ideally, you have defined your uniqueness in terms of benefit to the client.  Thus, when the potential client sees your USP, it has direct meaning and application.  The client will understand that your uniqueness will provide an advantage he needs.

Areas of uniqueness usually fall into several categories:

• Special Expertise/Capabilities
• Time or money saving
• Connections or Relationships
• Track Record/Performance

So as you can see, there are opportunities for you to stand out from the crowd.  Just make sure you communicate it.

©2010 Steve Kellogg, All Rights Reserved

Steve Kellogg is a creative copywriter, web strategist and seasoned consultant.  This article is from his e-zine The Consultants Edge, available for free at www.theConsultantsLife.com.  Steve’s writing site is:  www.WordstoSell.com.