There’s a term in radio circles called the “signal to noise ratio.” Essentially, it’s the ratio of the strength of a signal—what the sender wants people to hear—to the interference that’s surrounding the signal. If the ratio is ever one or less, there’s more noise than signal and it’s not getting through. That’s the kind of environment that managed service providers (MSPs) are operating in today: trying to catch customers’ attention through the noise of every other MSP trying to do the same thing. The best way to boost that ratio, though, is to create a unique selling proposition.

How to Create a Unique Selling Proposition

For those who create a unique selling proposition, their chances of actually making contact with a potential customer improve greatly. Here’s how to go about it.

Start with questions. The more questions you can ask about your own business, the better off you are. You’ll learn crucial bits of information about the differences between you and your competitors that allow sales efforts to specifically target the customer. You’ll be able to address critical pain points, adopt company philosophy, and ingratiate yourself much better than organizations using canned sales pitches.

One of these questions should be: “Is my business the first, only, or largest of anything?” 

First, only, largest. Look particularly for points that are unique. It’s one thing to say a company is good at something. It’s another entirely to say it’s the “only” in its field. Being able to use these absolute terms—first, only, or largest —in a selling proposition lends all-important credence to the proposition.

Sweat the specifics. This serves two points at once. By being careful about the specifics, you not only improve your unique selling proposition, but also better distinguish yourself. Here, take advantage of a particular focus on certain markets; do you or does your target focus on a particular geographic area? Is only a specific market targeted, like only upscale grocery stores or only senior care facilities? Are you “Indiana’s best” anything, or similar? The specifics here will better tailor your proposition and make it that much more worthwhile.

Create a Unique Selling Proposition, Then Back it Up

Of course, it’s not enough to just create a unique selling proposition. If you can’t follow up on it, you’ll lose more customers than you gain. Back up your unique selling proposition with the right services and tools, and get those by reaching out to us at D3UC. With a turnkey, white label phone & unified communications (UC) solution, we can help give your unique selling proposition real power. Just get in touch with us to give your unique selling proposition the ability to not just get, but hold, a potential customer’s attention.