What if I said there was no such thing as a USP? At first you may instinctively list off 5 or so things about your organisation, product or service you’ve determined to be unique in your market– but whatever those things are, think again; are they really one of a kind?
So ok, let’s say technically they are. Now are they relevant enough to sway a customer? Do these bullet points stand out as unique and put you head and shoulders above your competitors?
Education sales and marketing staff often tangle themselves up trying to find a USP when attempting to create their value proposition. When from the student’s perspective, apart from a few bells and whistles, the majority of your offering will look the same when listed beside the offering of your competitors.
To the customer they are not unique selling points, they’re just plain old selling points.
But don’t give up on uniqueness. Just because you can’t present a USP that truly matters it doesn’t mean you can’t present and promote what you do have in a unique and compelling way.
So assuming you have a quality product or service with quality selling points. Maybe it’s time to stop trying to figure out if you have “more recycling bins than any other campus!!” and start thinking about how you can uniquely differentiate the communication method of your value proposition.
With today’s technology and the ease of communication there are so many opportunities to deliver your message to customers in an innovative way. Innovation is a language, so when delivering your plain old selling points be as grandiloquent as you can.
With the right approach you may just stand out from the crowd – or stand on a recycling bin, you’ve got enough of them.