U.S.P.

from my email is this bit of advice written for those of us in the advertising business:

Daily Sales Tip: Identifying the 'Uniqueness' of Your Clients

In his book, Up Against the Wal-Marts, Don Taylor suggests that you can compete against the major national players, just not at their own game. While it may be difficult, if not impossible, to compete on price or even selection with Wal-Mart, they will never be able to compete on customer service. Nordstrom's "value" is not based on offering the lowest prices, but on their selection of quality merchandise and on their exceptional customer service. 7-Eleven's value comes strictly from convenience, obviously, because their selection is extremely limited and their pricing certainly is not the draw.

All across the country, national and regional players in every industry are squeezing the "local guys." Increased buying power and national marketing budgets are reducing operating margins in just about every industry. The local players must be realistic in determining their strengths, weaknesses, challenges and opportunities. They must identify and vigilantly promote their unique selling proposition in order to compete.

To help your clients determine their unique strengths, you should help them discover why their customers patronize their businesses. Is it the quality of the merchandise, the vast selection, their pricing, their speed or their customer service that stands out? Once you know what it is, develop creative campaigns to promote the strength(s) (without using the obvious clichés).

Also, be honest with your clients about their weaknesses. Are the weaknesses fundamental problems outside of their immediate control (bad location, poor facility, hidden signage, etc.), or is there room for improvement? For the latter, they will probably appreciate your honest assessment along with suggestions of ways to improve. Help them to overcome or minimize the effects of their weaknesses through promotion.

Are there new competitive challenges encroaching on their market share? If not, there probably soon will be, and you should help them prepare by solidifying their current market position. Are there current opportunities that have not been capitalized on or future opportunities that have not been recognized and planned for? When you start identifying new revenue opportunities that have not been previously considered, you will win customers for life.

Source: Sales consultant/author Michael Guld, president of The Guld Resource Group (www.guldresource.com)

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