By Todd Duncan

Unique value propositions are market driven. You must constantly compare what most of your competition does and then resolve to develop unique solutions that make you different. Most importantly: You must have a strategy for implementing your solutions.

Important Truths:

• If your unique value proposition is good, it will be copied.
• Demonstrate the delivery of your unique value proposition.
• Execute your unique value proposition better than those who copy you.
• You must always be willing to upgrade and ultimately change your unique value proposition so you remain unique.

Your market drives the creation of your unique value proposition. You must determine your prospects’ and clients’ greatest needs by asking them the right questions.     

Once your UVP is in place remember that your unique value proposition gets your business going but the execution of your unique value proposition keeps your business flowing.

Remember: The time to develop a unique value proposition is NOT while you’re qualifying a client. Develop your unique value propositions ahead of time and create a one-page summary sheet or an explanatory power point presentation for each of your unique value propositions.

Remember: A unique value proposition is unique because not everyone uses it. Make sure you add your own stamp to your unique value proposition so it remains unique.

Action Plan:

Ask your clients for their top five needs for which you could develop unique solutions.

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