You Must Set Yourself Apart – Time to review your USP

Unique Selling Proposition U.S.P.

In a nutshell, what having a Unique Selling Proposition means is:

~That your company has a unique and distinctive benefit or advantage to offer your customer or prospective client.
~One that is greater than that of your competitor, otherwise the customers have no motivation to do business with you (instead of your competitor).

Let me make a very important point at this juncture:

You must differentiate your restaurant – positively distinctive – to get your prospective customers and clients to see your restaurant as offering them a superior benefit or advantage that no other competitor offers them.

Something very valuable, very desirable, very important, very precious and meaningful to them that’s not available to them anywhere else. This is the essence of a Unique Selling Proposition.

When I ask business people this question – “Can you tell me why your customers or clients buy from you instead of buying from your competitors?” – most of them don’t really have an answer. Some might say service or quality of product, however anyone in the same industry could make the same claim.

You need to be able to articulate a short and precise statement that sets you apart.

If you don’t have an answer to the question of why people should buy from you and not somebody else, that means one of two things. Either:

a) You do offer a client a unique set of advantages or benefits, but you’ve never identified it yourself, so you’re not clear on it and neither is your customer.

b) You offer your client no unique advantage or result and you’re just lucky that you have the business in the first place. There’s no basis upon which you’re keeping it.

Any time your competition offers your client an advantage that you don’t offer, they have the potential to take your client away from you.

I want to help you to determine the most powerful benefit or advantage you can possibly offer an existing client and any future client. A benefit so appealing that it would be irrational for your client to choose anyone but your restaurant to visit or order from in the future.

And here’s how to do that:

You identify just what advantage, benefit, protection or result your client wants the most. Identify what it is that they’re not getting from anyone else, perhaps what they’re not even currently getting from you.

And then you offer it to them! Don’t just suddenly offer it to them.. .
Incorporate the fact that you are now offering them this unique advantage or benefit, into everything you say and everythinging you do!

Let me give you some real examples you can relate to:

When Domino’s first appeared, do you remember what they said? “Hot juicy, delicious pizza- delivered to your door in 30 minutes or less – or it’s absolutely FREE”. That’s a USP.

Back when they started, no company was delivering pizza in half an hour – guaranteed! Few companies were delivering pizza that was hot. If it was delivered late and cold, you lived with it. There was no protection or guarantee or risk reversal attached.

Domino’s was the first to do that. And guess what? Their USP was so distinctive; they dominated the market for years and years.

They made incredible progress because of that USP.  You can as well.

I know you are not Dominoes but the value of the example is to open your mind to see the possibilities in your restaurant.

I would love to hear your thoughts on this topic- Leave a comment

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