In the hustle and bustle of business, we should never lose our ability to surprise the customer through what makes us special.
The meaning of “surprise” in this context would be the ability to do whatever it takes to tactfully get your point across to why you are different to your competitors and how you are special at what you do. Despite many of our purchases being logical ones, much is written about the distinct advantage of a genuine encounter from a shop assistant or owner and how this impacts the customer’s decision making process.
My thoughts trail to how many occasions I’ve known and heard of customers willing to pay more for a product or service because they’ve felt the shop assistant was more “in-tune” with their own personal convictions, beliefs, and attitudes.
Some businesses are great at giving an enthusiastic vibe as in most cases they have felt a connection with the particular product or service they’re selling. These people never lose sight of what makes their product different or special, making them able to communicate the product to the customer.
As an organisation grows and ranks increase in numbers, this message can sometimes become hazy.
It can be said that in today’s environment, many owner, managers, and sales teams have either lost the ability to define their unique selling proposition, don’t know what it is, or they just don’t care about it. These team members should be identified immediately and offered assistance or offered a choice.
It is simply an unaffordable concept to have Team Members in a business that do not have the capacity, or worse, do not have an interest in what separates you from a competitor?
How do we engineer team members to announce your unique selling propositions?
First, start with answering the question yourself and write it down. Some managers and owners have a natural ability to convey enthusiasm for what they do. Most of these people have a genuine understanding and appreciation for the importance of their work. For others, it’s a more difficult task and may require a gentle nudge.
From an owner’s point of view, the task of persistently and consistently promoting your unique selling propositions should run as part of your everyday business activities.
Some unique selling propositions include;
- Your brands (Do you have an in depth knowledge of your products?)
- Your location (Is it a high traffic or low traffic destination)
- Your customer service offering (Are they passionate or do they need training?)
- Your payment options (What do you offer? Split Payment, extended terms etc)
- Your company history (How did you start?)
- Your company values (What is the code that you live by?)
- Your manufacturing techniques (Are there environmental benefits? etc)
The natural ability of your team to roll through your unique selling propositions with their distinct flair, personality, and enthusiasm is key to surprising the customer to get you noticed, remembered, and appreciated.