I know my website, industry, competitors inside/out, but I find it hard to come up with different unique value proposition (UVP) strategies that I can apply to really close the gap and make my website more superior than my competitors. The service I offer is something that I can't seem to come up with "game changing" strategies because I'm not really sure what can be done; maybe I've been looking from the inside out for so long, it would be better to get some outside perspective from anyone on Clarity who is more creative than me in coming up with "game changing" UVP strategies that will make my website a "must have" over my competitors.
To come up with a UVP, think about your top 2-3 customers: why did they buy from you and why are they coming back for more? Then ask them directly, to cross-reference your assumptions. Then follow up by asking them who would find your services as useful as they do (and perhaps generate some referrals).
That said, you may just not have a differentiated offering (yes, that happens too!) OR what you think is differentiated doesn't matter to your customers. My company offers a superior product and service to our clients, but at the end of the day some will care about the bottom line and not much else.
In that case, either change your offering to become differentiated for them (try to zero in on their true pain point, which depends on their level within an organization) OR craft a powerful, compelling story around it, something that resonates with customers on a personal level and creates a deeper connection.
Sales is about connection and trust building to a large extent. If you can find a UVP, great. If you can't, craft a story. Ideally, you'll have both!
Answered 9 years ago
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