Finding your unique selling point can be different, like what we discussed earlier about “environment friendly” or No chemicals, No ODOR, 100% from coconut shell, and more.
This can make you look solutive and valuable in the market, but a unique selling point is mentioning the “unique” right?
So if that unique selling point that I mention is already not unique anymore in your market, then I recommend you to STILL put it in your brand, but make it not your unique selling point.
So, how to find your business’s unique selling point? The one who truly knows your unique business is yourself, but if you feel your business/product is the same as your competitors. Then there are 2 solutions:
You can research and find advantages of your charcoal briquettes product or even your business. Also, you can see your competitor’s unique point for your example.
Customer feedback also can be a crucial part of your improvement and building your unique selling point.
Listing your benefits and features also can be an effective solution for finding and researching your charcoal’s unique selling point. If you found it, you can directly put it in your USP. But if you still have not found it, you can see your benefits and features, and investigate it. Do your benefits and features need an improvement or need new features?
For me, it’s impossible to not find your unique selling point (even though is a common USP). It’s okay if you found the USP even if your competitors have it also, but like the context, it should still be “unique”. So not just a value, but also no one or even just a few of the competitors who have it.
When you find a USP, you have to focus it on ONE unique point that you always mention, so you can also impact your brand awareness and your brand identity.
But some companies also sell the products without the USP, is that ok? Yes, it’s okay, but most seller just sells their products without giving any other value anymore.
Value is not always products, but it also can be your words and your marketing.
So, even though you don’t have USP, you can still have USP by words.
How? Let me tell you this selling technique by
Chris Voss from his book called “Never Split the Difference” this can make your business even with no USP, you can still bring USP to your sales with your honest words.
So if you want to read this technique on how to communicate and negotiate, I recommend you to read Never Split the Difference book, it will give you a complete explanation of this technique.
So, in this article, I will summarize what the book says:
Chris Voss’s “accusation audit” is a technique where you anticipate what the other person might be worried or upset about in a negotiation. Before they say it, you bring up those concerns yourself to show that you understand how they feel. This helps to reduce tension and build rapport.
So the simple thing is, the empathy technique/acquisition audit means that you are telling the truth by understanding the other party’s perspective, so they feel comfortable and emotionally hooked.
Let me tell you one of the examples from Chris Voss, you can read this slowly and focus:
So this example is in the context of you don’t have any USP, and just have the regular business same as your other competitors.
“You know what, we probably seem like everybody else that’s pitching you about get this rich scheme”
“And from your position, we are gonna be
hard to trust, because we look like everybody else”
That is one of the examples of this technique, let me give you another example of my version that I just wrote out for you that maybe you can apply. This example focuses on the charcoal briquette business and has the same case as before:
“Dear everyone, first of all, I just want to say that it seems our product looks the same as every other coconut charcoal briquette product that you found.
We probably look like every other seller that telling you ‘Our product is the best, and has the highest quality’. And from your position, we are gonna be hard to trust because we just look like everybody else.
We know that honesty is valuable to you, so at this moment, we want to tell you that… we are just the same as our competitors…
But I hope, with our honesty, you can give us a chance to prove that our products are something that cannot be underestimated. And we are telling the truth about our products because we can assure you that we are responsible for what we said.”
This is one of the examples of the acquisition audit technique, to know more about this technique, you can read the book Never Split the Difference.
So the point of this technique, is you tell the truth about your product in the most meaningful way.
Because human psychology will find this text is different. Why? Because almost all marketers always say that they are the best company and have the best product. Every customer already heard that from millions of ads, and it just bored them because they already know it is just marketing.
But when you tell yourself with honesty technique, people will think “Okay…. maybe you are the same as other sellers, but there is something different about you…” and BOOM! That is your Unique Selling Point.
You can create these words and modify them to the most beautiful creation, and you can also do this technique in any other aspect besides your business. Because communication is not just about rational
response, but it also needs an emotional response in the human brain.
