Hook, Line and Sinker

Well there's only 2 days to go before I set off for a week in the sun, and I'm as excited as a Labour MP with a second mortgage. None the less, there's still time to chime in with this week's words of wisdom. There won't be any next week, as I have learned that wisdom counts as excess baggage, and I'm trying to keep costs down.

A lot of companies like to think about their USP, or Unique Selling Point. It's an important thing to consider, because a lot of your potential customers will want to know what makes you so special. If they've been happy with their existing supplier for any period of time, you have to ask yourself why they would switch over to you.

The problem, in many cases, is that people don't give this question enough thought. Where they fall down is on the first word - UNIQUE.

"We've got great customer service". Wow! Really? That's amazing, because just last week one of your competitors called to tell me that they hate all their customers and regularly spit in their onion rings.

"We always return phone calls." Fantastic. I can't remember the last time someone called me back, especially when I left a message telling them I had a massive order for them.

"We've been in business for nearly eight years." What do you give on an eighth year anniversary? I just looked it up - it's pottery. I suppose it's a good excuse to send out a mug but seriously, SO WHAT?!?!?!?

These things are not unique. Certainly they have a place in a sales pitch. If you're proud of your customer service then you certainly should share that with people. Better yet, get the customers themselves to share it with people for you, and you get to expand your sales force for free.

What makes your company unique? YOU. Your's is the only company that employs you. No other firm can offer your committment and creativity. No other firm can be as excited to work for that new client as you can. Now you might say that it's a little arrogant to think that it's you that makes your company special, but I don't agree. There's nothing wrong with being both confident in and proud of your ability. It's how you got the job in the first place, and in the current climate, it's how you're keeping it as well.

I enjoy what I do here. I get to work with companies within a multitude of industries and on a daily basis, I get challenged to come up with a new idea. My clients are paying for MY skills - not Merchandise Mania's, but MINE.

So the next time a potential client challenges you with "So what is it that makes you lot so special?", you'll know what to say - "Mine is the only company to have the foresight to employ me, so shouldn't you do the same?"

Arrogant? Perhaps. Confident? Defintely. Effective? Absolutely.

Have a good couple of weeks in business and enjoy the Bank Holiday too.