Marka Explains the ‘Unique Selling Proposition’

Last time, Fire Enterprises, Inc. (FEI) President Org, Marka the marketer, Zoot the salesperson and Numo the accountant discussed the materials and follow-up activities involved in the Customer Nurture Program. Today, Marka teaches the tribe how to create a “Unique Selling Proposition” that tells customers and prospects why FEI deserves their business. Remember, fire = print.

Marka stood before the tribe one afternoon and presented them with an important question: “Why are we in business?”

“To sell fire services?” Numo offered.

“Yes, we’re in the business of selling fire services. But what are our customers buying?”

“Our customers want warmth, better tasting food, safety and productivity,” Org volunteered. “Fire is means to an end.”

“Better,” Marka said. “What I’m looking for, tribe, is a unique selling proposition, or USP. The foundation of our promotional plan involves knowing exactly what FEI brings to the table business-wise and being able to communicate this in 30 seconds or less. When anyone hears FEI’s pitch, they should immediately know why we deserve their business.”

“We’ll always be known as the first,” offered Numo. “We have the name recognition that comes with Prometheus. We stand for quality.”

“It’s true that being both the first and the best-known brand gives us some advantage in top-of-mind positioning,” Marka said, moving toward the whiteboard with coal in hand.

“Bragging about being first isn’t enough, and anyone can say their quality is the best,” Org said, liking the direction of the conversation. “We need to be able to succinctly and accurately say why we’re different from Pyro, Flintstone and the others.”

The room was stumped.

Over the next half hour, the tribe came up with the guiding principles that would serve as the foundation of FEI’s USP. Numo suggested building on the company’s history: “If it wasn’t for Prometheus, we’d still be freezing in our huts.” However, Org insisted that the USP focus on FEI’s exciting future, not its storied past.

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T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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