Use Your Unique Selling Proposition to make the Sale

Do you ever find yourself at a loss for words to describe what you do? Do you ever hear someone else introduce himself and think “wow, I’d like to learn more about that?”

Here’s the secret. People who introduce themselves with flair have spent time developing unique selling propositions. Unique selling propositions are part of the brand and image that we create in the marketplace. They tell a story about what makes us different and about what is most interesting about what we do.

Define your unique selling proposition. Whether it is a description of you, your product or service, or of your company, a unique selling proposition statement, in one or two sentences tells the listener these things: Who you are, What interesting angle you bring to the world, and Invites, even teases, the listener to ask you for more details.

For instance, I’ve been heard introducing myself with these words “I’m Jana Kemp. I help people get into and out of meetings with less frustration and with all of their hair still in place.”

In two sentences you’ve learned who I am, how I work with people and hopefully your curiosity has been sparked. If curiosity is sparked, then questions will flow, creating an opportunity to share more of the story and the details.

Another way to think about a unique selling proposition is to think about the statement as your 30 second elevator pitch. If you were on an elevator and someone asked you what you do, you’d have just a few seconds to state what you do and share your business card if asked.

If asked is the key. Unique selling propositions are meant to open the door to conversation, not meant as tools for forcing open the door and passing on a business card.

Focus on creating unique selling propositions for each market that you work with. Everyone is interested in different aspects of what you do. Capitalize on those varied interests. Create three or four statements that each appeal to different prospects.

Then, practice your unique selling proposition so that it rolls off your tongue. Being comfortable with the description of what you do will communicate confidence in what you do, what you sell and in the company for which you work. And confidence helps to close sales.

Consider practicing your unique selling proposition statements in staff meetings, in the car driving alone, in conversation with family and friends, and even with existing clients. Ask for feedback to discover what others find most interesting and exciting. Then, refine the sentences so that you can practice saying them out loud so that at will you can gracefully introduce yourself in any situation. If you can’t articulate your unique selling proposition, how will people know why they should talk to you? They can’t. So, give people enough information to spark some curiosity so that you can keep a conversation going. Sales are built on relationships. Relationships are built on conversations. And conversations have to start somewhere. You can be the spark that ignites a meaningful conversation.

About the Author

Jana M. Kemp, founder of Meeting & Management Essentials, facilitates meetings and speaks across the country on meeting management, time management and communication skills. Boise Police Detective Mike Barker contributed to this article. Detective Barker provides the Lessons from the Force segment on Jana's Momentum™ weekly business-news-talk radio show, every Saturday at 9:00 a.m. on KBOI 670am. Reach Jana via her website janakemp.com.

jana@janakemp.com
http://www.janakemp.com