What’s your unique serving proposition?
You heard that right. I said unique serving proposition, not unique selling proposition.
If you’ve been in business for more than a day, you have probably been told by somebody, or read somewhere, that you need to come up with your USP, or unique selling proposition, which is defined as the unique benefit that makes your company, service, product, or brand stand out from your competitors. It is something that has been around since the 1940s, so it’s something that we have been hearing or been taught to do for a very long time.
Well my friend, I’m here to tell you that it is time to evolve and go past mere selling and focus on serving.
So where did this come from? The term “unique serving proposition” is something I learned from Lisa Nichols. Lisa, if you’re not familiar with her, is a motivational speaker, as well as a media personality and corporate CEO. She has a phenomenal story. She was a struggling single mother on public assistance and is now a millionaire entrepreneur. You might know her from being in the movie The Secret, if you’re into that kind of stuff.
Now Lisa defined, or really coined the phrase, “unique serving proposition”, and this is what she means: how you intend to serve your clients in a way that will be different and unique to you. It is something that people cannot copy because your USP, your unique serving proposition, is your secret sauce.
So think about that for today, and how this can apply to your business – how are you going to deliver your products and services that is going to be unique? What experience are you going to provide that a competitor cannot provide, that they literally cannot copy?
That is what will be your secret sauce, and that helps you to create a very powerful brand.
So look beyond all the stuff that we have both been taught in business, and move from selling to serving. From selling to serving. And think of how you can uniquely serve your customers and create solid brand loyalty.