Marketing Mondays: Differentiating Your Consulting Services

I had a coaching call the other day with an experienced business owner that wanted my advice on how to position his consulting services in his market.

His challenge was that he’d chosen an extremely competitive market and he was driving straight into it.

As I asked him a few questions I started to see why he was having such trouble.

He was trying to make a name for himself by being like every other business in his market.

He was trying to make a name for himself by being like every other business in his market.

There was nothing that really made him stand out. Little that differentiated his service and offerings. In his mind, his was better. Unfortunately, that was just in his mind!

So let’s throw around another acronym today and talk about the famous…

USP

You’ve likely heard it before. It stands for Unique Selling Proposition.

It’s the statement of what value you offer that the market can’t get from anyone else.

And that value needs to be something that the market actually believes is valuable. Something they’d be willing to pay for and feel strongly enough to select doing business with you, not just because you’re a nice guy, but because your offer is more compelling than your competitors.

In this day and age, if you don’t have a well defined USP your running on a tank of gas that will sooner or later hit empty. And when it does, filling up your tank will be more expensive than it used to be.

Allow me to end this post with the title of a great book by Jack Trout…

Differentiate or die.

Please Share This Article If You Enjoyed It:

  • Anonymous

    Niche, niche, niche! Find a niche and stick to it — it’s the only way to compete. Seth Godin (“mass is dying”) makes this super easy to “get” for newbies in all of his books… “We Are All Weird” is a particularly fast and easy read.

  • Anonymous

    Niche, niche, niche! Find a niche and stick to it — it’s the only way to compete. Seth Godin (“mass is dying”) makes this super easy to “get” for newbies in all of his books… “We Are All Weird” is a particularly fast and easy read.

  • Berry Zimmerman

    Be Yourself, everyone else is already taken!

  • Arlene Newbigging

    Interested to know what advice you gave the business owner in order to help him identify his USP – I have found that perception is not always reality as in this case…I have pulled together an ‘innovative toolkit’ to try and help clients analyse and identify what their point of difference actually is and what makes them stand out in a competitive market!

    • Arlene – thanks for the comment. I worked with him through a series of steps to help him discover a unique value proposition (aka USP) that would allow him to stand out in the marketplace and be relevant to his target clients.

  • Islam

    mmmmmmmmmmmmm

    I can’t find words
    You are right
    Totaly right

    Thanks

  • Gokul

    Uniqueness is a Nature Concept. Every Fruit has its own Quality .
    Impressive Thoughts.

  • Bryan

    USP be it personality, skill, experience, education, technology, relationship. . . something that sets you apart is critical. However looking at the person’s core discipline is also critical. Do you need a number cruncher, a people person, or mix of the two? As a therapist and Ph.D. I’ve often found that the human systems understanding can be lacking with the business consultants and the business understanding can be over-looked by the Psychology types. Clarifying what is really needed and choosing the right fit can be critical.

    Bryan Miller
    Beyond the Couch: Turning your behavioral health degree into cash without losing your soul.
    http://www.hsystemsconsulting.com

  • sameer mathur

    similar to the Book “only the Passionate Survive”. i consider this too an amazing book.