Business Development Specialist

The third blog in the series that describes exactly what I do as a Small Business Consultant in Christchurch.  Having done the research and analysis of a scoping document for the client the first thing I generally do is identify potential unique selling points (if the client has not suggested any) or I try and validate unique selling points that have been given to me from the client.

Why is this important, and why start here?

Every business out there needs to stand apart from it’s competition unless it is in the enviable position of being the first to do something (which would be it’s unique

The Warehouse Affordability & Convenience

selling point!!) so that any potential client has a clear reason for choosing one company over another.  A unique selling point could be anything, here are a few examples of some I have come across in my time:

• Location is a very common unique selling point and can be a powerful way of capturing a bigger share of your chosen market especially if the need for convenience or ongoing service over a wide area is vital.
• Qualified Staff in a lot of industries is essential (so would not be unique) but in others this may not be the case; a business in one of these industries that can offer qualified staff will definitely stand out from the rest.
• Price again another very popular unique selling point and this can put a business in the main stream like the Warehouse chain (cheap) or can position the business in a boutique / exclusive market like The Otahuna Lodge on the outskirts of Christchurch.
• Quality is often central to many businesses message to it’s chosen market place; as long as it can be proven or the business has enough client feed back praising the quality it is a good unique selling point.
• Experience another powerful unique selling point, as clients almost always will choose a company with the greatest experience if two or more companies are offering the same product / service.

Otahuna Lodge Exclusive and personifies Quality

This list is by no means definitive but should be enough to get you thinking about what exactly is your own business’s unique selling point.  A unique selling point is important to identify as it can be central to any message the company communicates to it’s chosen market and combined with two or three other elements (mentioned in the 4th blog in the series) will make a complete and compelling message that will be able to clearly set you apart from your competition.  Once this message has been developed it can then be easier to identify other markets to sell your product / service and it will also help to unify all your sales literature being utilised by the business, whether that be web sites, brochures, leaflets or business cards ensuring the message is consistent across them all.

If this is a concern to you please contact me for more information.

Tags: Small Business Consultant and Business Development Specialist Services