According to Entrepreneur, the unique selling proposition is “the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition”. In other words, it defines what you do differently from your competitors in the effort of adding value to your customers.
Every business has a unique selling proposition, whether they have formally expressed it or not. When an entrepreneur decides to open a company, they have a vision, they have an innovative idea. And this idea and vision are at the core of the unique selling proposition.
Why Does Your Business Need to Define the Unique Selling Proposition?
The unique selling proposition (USP) is the best marketing message for your prospects. Once you have your USP, it will shape your ads, your social media strategy, your email marketing – every effort you make to find new clients.
At the same time, the USP gives a prospect a short, powerful and comprehensive reason why they should choose to do business with you. In the busy and competitive world of B2B plastic fabrication businesses, this is crucial. Your prospects are professionals with a tight schedule and clear objectives they must reach.
They will not spend too much time exploring potential plastic fabrication suppliers if they do not start with a solid reason to invest time in that endeavour. So, how do you create a compelling USP?
Here are a few aspects to consider in the process:
1. Research Your Niche
Market knowledge is a powerful ally for any manager in any industry. When it comes to determining your unique selling proposition, market research is the first step. You must know as much as possible about your direct competitors:
What their USP is;
Their pricing/marketing/sales policy (as far as possible);
What type of products they fabricate.
The information you collect will be used as a benchmark for your own company data. This will help you discover a unique selling proposition you may not be aware of and different from the one you wanted to promote.
2. How Are Your Business Processes Different from the Competition?
Now it is time to get technical. After all, you are selling plastic fabrication services to experienced company buyers. They don’t need only slogans, they want proof of your technological abilities.
If you happen to use a proprietary technology with proven superior results to your competitors, you don’t need to look any further for a unique selling proposition. And even if you are using the same machines and equipment as your competitors, you could still have a competitive edge from the way you plan and execute your workflows. For instance, an advanced ERP suite for plastic fabrication may allow you to prepare a batch of products faster and at a lower cost than your competitors.
3. How Far Can You Satisfy Non-Standard Specifications?
The ability to accept orders for customised products is another aspect to consider in creating your USP. All companies can fabricate standardised items. But there are companies that need non-standard products and are looking for a plastic fabricator that can produce them.
Your ability to meet such specific demands is a great unique selling proposition that will bring you a lot of clients that cannot get their orders fulfilled anywhere else.
4. Make Your USP Appealing to Your Ideal Client
How do you define your ideal client? This answer varies from business to business. Depending on technology and fabrication capacity, some plastic fabricators would like clients that place large orders, while others are happy with clients that place medium-sized orders frequently.
At any rate, think of what your clients appreciate and value in doing business with you. Once you know it, that is a good unique selling proposition – or at least a part of it.
5. Avoid the “Best” Cliché
You should not promote the image of “the best plastic fabrication company”. It is something abstract and a USP must be like an arrow hitting the bullseye. Be specific. Instead of being the best, promote the concept of being the right fit for your clients’ needs. That sounds more realistic and quantifiable and can be proven by your track record.