I have lost track of the number of times people have asked me the "U" question. We are often discussing how to improve their business performance and I search for "So, why should someone do business with you?" This can bring a somewhat startled look but then the person starts to search inside for what they have to offer that might be special. More often than not, that uniqueness I am asking for is not very unique especially if there is insurance or real estate involved. But the point here is that EVERYONE can be unique.

 

Some of my colleagues call it a "Unique Selling Position" or a "Niche" but that makes it too hard to grasp and I seek simplicity. What is it about what you do or sell that is so unique I can't help but want to buy from you? No...not "we offer great customer support" (you and half of the world says that), not "we go the extra mile" (too un-unique). Dig down deep, find it, and spend some time on it. That one little exercise will make you stand out from the crowd and your customers will walk past the other non-unique folks to check you out.

I go into more depth in my book "Say What: You May Not Know What You Are Communicating" but take this free lesson...don't waste your time at another networking meeting or chamber function unless you can stand up and tell them (briefly in your elevator pitch) why you are special. People want special and unique - they pay big for it - why do you think there is Hollywood?

Good luck,
Gene