February 14, 2013 No Comments

Eliminate Barriers to Small Business Growth

In my analysis of the exotic furniture shop that felt it couldn’t compete with “the big boys”, I mentioned the concept of an “anti-USP”. This is any factor that works against your Unique Selling Proposition. Your USP is one of the most valuable aspects of your business. It clearly states why customers should choose to do business with you instead of your competitors, and it emphasizes the value you offer your customers.

When you have any anti-USPs, however, all the good work you do in your business can be negated by one or more simple things. For the exotic furniture store, the used look of their furniture negated the value of these high-priced pieces.

Sometimes even the business name can be an anti-USP, as in the case of a former client who had the word “Kwik” in his business name. That particular spelling of the word “quick” indicates a low-priced, lower value service so sets up a customer expectation that yes, they’ll get something fast, but it is going to be inexpensive. Sadly, that business owner’s services were not inexpensive at all. Potential customers who invited him to give them a quote got immediate sticker shock as the price far exceeded what they were expecting to pay. His business suffered accordingly. (more…)