Understand Exactly What Your Business Has to Offer
Every business started for a reason and every business did so because
they felt they could offer people something that no other company was
able to. When a company first starts out they are more likely to keep
that idea close to them.
Everything they do will likely be centered on this very idea.
However, the longer a company exists the further they start to drift
from that idea. I have talked to people from companies before where I
quite literally asked them what it was that their company could do that
no one else could, and they just gave me a blank stare.
This is and always should be your chief selling point. Now, this is
not always going to remain the same as it did when you first started
your company. For one thing, if you happen to originally offer
something that no other company does, but once you are successful, you
get a lot of other people following your lead, you have to change what
makes you unique.
The very first company to get catalog printing done and send them
right to a person’s home had the benefit of saying that they offered
people a level of convenience that no one else could. The very idea of
being able to shop right from your home was unique and immediately
grabs a person’s attention, leading to a great selling point for those
first few companies.
Catalog printing is hardly a rare thing now, and if that is all you
have going for you than you are not likely to get a lot of interest.
Those companies had to eventually alter their key selling point by
improving on their catalogs rather than just keep focusing on the exact
same thing.
This was no different when the internet became mainstream and
stores began opening up cyber counterparts to their actual locations.
This in and of itself was their selling point initially, while now it
has become a given that stores will certainly have an online version.
All of this means that a selling point needs to evolve.
Nevertheless, for it to evolve you first have to know what it is that
you are evolving from, which is why it is so important to know what
your stores strength is at all times.
The best way to keep track of this is to be sure that every
marketing push is centered on your selling point, and that when you do
alter this selling point, you are still taking into account what the
first selling point was. Let us use that first example of catalog
printing.
Because innovation and convenience was part of the first selling
point for those first catalogs the natural way to improve this would be
to find some new way to alter the catalog that made them easier for
people, which was what quickly happened.
Figure out the best way to improve upon your selling point, and never forget what makes your company unique.
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