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Marketing Strategy 06: Unique Selling Point

September 1, 2016Tam Le

It’s one of the worst things that can happen…

You invest time and effort to grow a successful carpet cleaning business. You build a roster of regular clients. You may even have an employee or two.

Then disaster strikes!

A low-priced competitor opens up in your area. They undercut your quotes, steal your customers, start driving you out of business.

Before you know it, cashflow becomes a problem. Unpaid bills stack up, and then…

The good news is that it doesn’t have to be that way.

There is a strategy that can help protect your business against cheap competition.

This strategy can safeguard your financial future, clearly demonstrate your value, and help you to avoid competing on price.

Sounds like a big promise, yes? But let me tell you a story, so you can see a real life example of how powerful it is.

Back in the 1960s, two college students started a Pizza place in the US.

The students wanted to pay their way through college by selling pizza. But after 12 months, they were losing money.

One of the students abandoned the business. The remaining partner however, refused to quit.

Instead, he used the strategy you are about to discover.

The strategy is called a Unique Selling Proposition.

It is a single sentence that describes why people should choose your business over any and all competition.

It’s your competitive advantage… your ‘why’… the reason people should pay more money to use your service.

In the story, the Unique Selling Proposition the student created was “Fresh, Hot Pizza Delivered In 30 Minutes Or Less, Guaranteed.”

And it was so powerful that today ‘Domino’s Pizza’ is one of the most successful franchises in history.

The question is: What’s your Unique Selling Proposition? In today’s task we will work on helping you to find it…

TODAY’S TASK: Develop A Unique Selling Proposition
  1. Grab a notebook and something to write with
  2. Visit the websites or look at the ads of other carpet cleaners in your area. List all the benefits they offer. For example, non-toxic chemicals, low prices, eliminating nasty smells. This is List 1.
  3. Now look at your business. Write down all the benefits you offer. For example, a guarantee, faster service, better cleaning, a loyalty program, referral rewards. This is List 2.
  4. Next, ask your existing customers why they choose your business instead of your competition. Have them complete a quick paper survey while you’re cleaning their carpet, or send them a short email asking for feedback after the service, emphasising the importance of their response in continuing to provide them with superior service. This is List 3.
  5. Look at the three lists you have created. Your USP is the benefit that:
    • Your competition doesn’t offer (i.e. It is not on List 1)
    • You do offer (i.e. It is on List 2)
    • Your customers want. (i.e. It is on List 3)

Please Note: “Low prices” is a terrible USP, so don’t use this. You’ll find out why later in the program.Rewrite the USP in the following form and you are done…

6. You get (benefit) when you choose our carpet cleaning service because (reason)

Example: You can feel confident that your carpets will look like new when you chose our carpet cleaning service because we guarantee it.

If you can create a compelling USP that sets you apart from the lower-priced competitors in your area, you will position your business as the only choice for prospects, improving client loyalty and increasing repeat business.

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Course Navigation

  • Marketing Strategy 01: Goal Setting
  • Marketing Strategy 02: Clients, Not Customers
  • Marketing Strategy 03: Discover Direct Response
  • Marketing Strategy 04: A Wealth of Knowledge
  • Marketing Strategy 05: Model Successful Ideas
  • Marketing Strategy 06: Unique Selling Point
  • Marketing Strategy 07: A Cash Flow Surge
  • Marketing Strategy 08: Direct Mail Alive & Well
  • Marketing Strategy 09: Never Use Bait & Switch
  • Marketing Strategy 10: Raise Your Prices
  • Marketing Strategy 11: Have a Big, Bold, Solid Guarantee
  • Marketing Strategy 12: Get In The Newspaper
  • Marketing Strategy 13: Use Letters, Not Brochures
  • Marketing Strategy 14: 3-Step Letter
  • Marketing Strategy 15: Tell the Whole Story
  • Marketing Strategy 16: Don’t Be Boring
  • Marketing Strategy 17: Lifetime Value
  • Marketing Strategy 18: Networking
  • Marketing Strategy 19: Find Your Niche
  • Marketing Strategy 20: The Front End
  • Marketing Strategy 21: How To Get Business Contracts
  • Marketing Strategy 22: How To Get A Flood Of Clients From Yellow Pages Even In Today’s Online World
  • Marketing Strategy 23: Turn Your Website Into A Sales Machine
  • Marketing Strategy 24: You Are Not Your Client
  • Marketing Strategy 25: Dealing With Bait & Switch
  • Marketing Strategy 26: Creating Content If You’re Not A Writer
  • Marketing Strategy 27: Become A Trusted Expert
  • Marketing Strategy 28: Why You Really Advertise
  • Marketing Strategy 29: Don’t Be An Advertising Victim
  • Marketing Strategy 30: Learn Marketing Yourself
  • Marketing Strategy 31: Why Test, Test and Then Test Again
  • Marketing Strategy 32: Partnering With Real Estate Agents
  • Marketing Strategy 33: How To Make Even MORE Money From Real Estate Referrals
  • Marketing Strategy 34: Meet The Host And The Beneficiary… Also Known As…“The Joint Venture”
  • Marketing Strategy 35: How To Successfully Advertise In The Newspaper
  • Marketing Strategy 36: How To Spread Your Marketing Message
  • Marketing Strategy 37: Skyrocket Your Business With Celebrity Endorsements
  • Marketing Strategy 38: Know Your Value
  • Marketing Strategy 39: This One Simple Word Can Make Or Break You
  • Marketing Strategy 40: Reasons People Fail
  • Marketing Strategy 41: How To Remove Mental Garbage
  • Marketing Strategy 42: Your Success Is Dependent On This One Action…
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