Every company has its good and bad points, yet some business owners spend so much time trying to eliminate weaknesses that they never capitalize on their strengths.
Take the time to identify your company’s unique selling proposition — what makes you different from the competition. Your competitive edge might be something as complex as developing a state-of-the-art computer system or as simple as having warm, friendly employees.
Failing to communicate the attributes that make your business special is like entering a boxing ring with one hand tied behind your back. You might come out a winner but the odds are against it.
Involve employees from every level in your company and hold some brainstorming sessions to come up with your USP. It should be a powerful, concise statement that prospective customers understand. Ask the following four questions:
1. What elements make our products or services unique?
2. Which elements are most important to our growth?
3. Which elements are the most difficult for our competitors to copy?
4. What is the number one reason customers should buy from us?
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