Unique Selling Proposition (USP) for Stone Countertops
A Unique Selling Proposition (USP) is the feature offered by a seller as the reason why the seller’s product or service is different from or better than the finished product or service. Your USP is the reason your customers buy from you.
I know of three stone fabricators who have done business for years on the same block in a mid-sized Wisconsin town. After years of peaceful co-existence, the market got tough and one of the stores decided to put a sign in the window that said, “We make the best stone countertops in village.”
Not to be outdone, the second store was quick to put a sign in its window that proclaimed, “We make stone countertops in Wisconsin.”
Finally, the third store put a sign in their window that said, “We make the best stone countertops in the world.” block.”
You need to find a unique selling proposition that gives your prospects a reason to buy from you. It’s best if your USP cannot be easily or quickly duplicated by your competition.
Without a USP, the potential customer can only make their decision based on price.
To develop your USP, you need to understand what makes you different from your competition.
If you have several different types of competition, you may need to develop several different USPs to deal with each of the different types.
· Do you have a unique way of making tops that your competition can’t duplicate? A CNC machine when no one else in your market has one can be your USP. But handcrafting in a market where everything is done by computer can also be used as a USP. You just have to develop the strategy.
Do you have a unique polishing process?
Do you have the largest or unique selection of slabs in your market?
Is your process of helping the consumer design their kitchen or select their tiles, such as having a designer accompany the consumer to the tile wholesaler, different or unique?
· Has won prizes. Rewards are great because they take some of the buying risk out of the process.
· Does your company or staff have more experience than the competition? For example: our staff has an average of 20 years of experience.
Do you or your staff have Single Certification or training from manufacturers?
Do you have a fast response time or do we take longer because we have many happy customers and we take the time to get it right?
Develop a checklist that consumers should look for from a countertop manufacturer so they can distinguish you from garage manufacturers. Even if you don’t get the job, the cheap guys will make the job more difficult. If you don’t have one, email me and I’ll send you a copy of our “How to Buy the Cheapest Granite Countertop” blog post.
Some other USPs can be unique accessories, special accessories, special sealants
If you use any quality variation, such as best stone countertop in town you better be prepared to define quality and make sure you meet your own standards. Better quality is not a USP unless you can define and prove it.
Avoid the price! You can’t afford to be the cheapest in town, and if you advertise the price, you’ll attract the wrong kind of buyer.