Be Different – Finding Your Unique Selling Proposition

As at 30 April 2018, there were over 600,400 limited companies registered in New Zealand (source: companiesoffice.govt.nz). Chances are that another company offers a similar product or service to yours.
So how do you stand out from the crowd?

That’s where your Unique Selling Proposition (USP) comes in. It’s what makes a buyer choose your company over another.
If you’re not sure what makes your business different, you’re likely leaving opportunities on the table.

How to Find Your Unique Selling Proposition

Start by thinking about your best customers – the ones you enjoy working with and who pay on time. What are the reasons they have bought from you?
Ask yourself:

• Do you offer a unique mix of product/services (one-stop shop)?
  
  
• Do you have hard-to-source items or exclusive access?
  
  
• Is it easy to buy from you (location, online, subscription, payment plans)?
  
  
• Are you known for fast lead times?
  
  
• Are your products known for quality, innovation, or ethical sourcing?
  
  
• Do you offer high-value customer service or advice?
  
  

Once you’ve got a few ideas, look at your competitors. Why do their customers buy from them and not from you?
You don’t need to tick every box. Your USP is the one clear reason a customer would prefer to buy from you.

Stand Out in a Crowded Market

Knowing what makes your business unique isn’t just good branding – it’s good business.
Once you know your USP, you can confidently:

• Craft marketing messages that attract your ideal client
  
  
• Charge based on value, not just price
  
  
• Train your team to sell based on benefits, not features
  
  
• Focus your time and resources on what sets you apart
  
  

This clarity helps you scale your business and win more of the right work.

Client Success: Fire Control Services

“Oxygen8 gave me the tools, the timeline, and the plan. We’ve turned the business around – faster than I thought possible.”
– Brett Webster, Fire Control Services