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Unique trade offer - what is it?
The modern market of goods and services abounds with the same type of offers, products, services. To survive in a competitive environment, it is necessary to stand out from the general faceless mass. It is this goal that is served by a unique trade proposal (UTS), which declares the feature of the company or product and its benefit to the consumer.
A unique trading offer is considered one of the strongest marketing techniques. In fact, the unique trade offer is a kind of answer to the client's question "Why should we buy from you, what makes you different from the rest?" As a rule, there are 5 parameters that can be distinguished from competitors: price, product, process, service, marketing.
Most companies prefer to base their unique trade offer on the "uniqueness" of the price, but considering that, for example, every second store claims that it has the lowest prices, the consumer has justifiably doubts about this. In addition, even if you do offer a product at a unique low price, it means that you can tangibly lose it in profit, that no business will succeed (except for the business of your competitors).
The presence of a truly unique product is a rare phenomenon, so you can focus on a narrow product niche. A fertile ground for the development of the USP is also the uniqueness of the process and service. Having studied the main problems and dissatisfaction of customers and customers in terms of approach or provision of a certain service, you can build your UTS to solve these problems.
The main characteristics of a successful USP are:
- Laconism - the USP should be capacious and strong, but it should fit within the framework of one sentence;
- Simplicity and transparency (or, guided by the term Rosser Reeves, the founder of the concept of "unique trade proposal", concreteness);
- Reality - promise only what you are ready to fulfill;
- Uniqueness - it is not for nothing that a unique trade proposal is called that way.
To assess the effectiveness of your USP, try to look at it through the eyes of the consumer or the client: whether the UTS has a call to action, whether it is written in clear language. In addition, it must emotionally engage a potential buyer, it can be a shock effect, surprise, in any case, the formulation of the USP should be memorable.
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