What is your company’s Unique Value Proposition?

What is unique about how your company solves the problems of its customers? What differentiates you and your company from its competition? These are two of the most brain throbbing questions all salespeople, marketing, merchandising, and senior leaders think about.

If you are not thinking about your Unique Value Proposition then you either have zero competition, you are nearing retirement, or you copycat your competition. Pondering this subject frequently and modifying as necessary is what has carried the most successful companies forward for years. Not doing so, is the beginning of the end.

Your Unique Value Proposition should be the first thing seen in your marketing and the core of your sales message. It does not have to be elaborate and complicated. What do your customers say when they hear your company’s name?  “Oh, they are the company that __________.”

Do not mistake a Unique Value Proposition with a “Right Brainer” tag line. Coming up with a Unique Value Proposition is not hard but takes time and commitment. You can easily define yours by spending time asking prospects and customers about their go to market strategy and what are the biggest hurdles they face. Once you know that, combining what you already offer with a solution to your customers pain points is your Unique Value Proposition.

Here are the challenges to launching your Unique Value Proposition, you must let go of the past and commit to stepping out of your comfort zone. You cannot be lazy and snap back to your old ways. You must sometimes invest in innovation as a vehicle to boost the Unique Value Proposition. You may have to change your cost to serve financial model to afford it. Unfortunately, you will upset those unwilling to embrace change so prepare for that.

Cautions do not bite off more than you can chew and push all your chips in for a grand transformation. Launch your Unique Value Proposition in a calculated fashion. Do not change your image, logo, etc. thinking a new look is your new Unique Value Propositions. Change your brand if it is the problem but do not ruin your brand if it has value.

Lastly, have buy in for the company’s new Unique Value Proposition from everyone in the organization. Have a well thought out supported message that everyone is consistent in presenting. Put your Unique Value Proposition in the spotlight on your website and in your marketing.

Then, keep thinking and tweaking with the times and competition but not too much nor too often.