What Is Your Unique Selling Proposition?

If you met a high end builder who asked what makes your showroom different, how would you respond? If you said, "We have great customer service", do you think the builder would believe you?  If the builder asked, "what makes your service so much different from the service I currently receive from the showroom down the street", how would you respond?   Is your service really that much different from anyone else's that is serving premium and luxury consumers? 

 

Great service is not a differentiator, it's an expectation.   Some showrooms believe that their product selection sets them apart.  If you fall into that category, what is different from what you offer than what someone could find at competing showrooms or on the Internet and what value does that differentiation provide to the builder or other clients?

 

Many DPHA members were first to market in their region, pioneering products and lines that set them apart 20, 30 or even 40 years ago.  Times have changed.  To deliver a unique selling proposition?  Answer the following questions:

• What do you do differently from your competitors that surprises and delights your customers?
• What do your customers think about when they interact with your sales staff and showroom?
• Make a list of every feature of your services and products.
• Identify why and how each feature is important to your customer.
• How do the products/services/staff create deep emotional connections with your customers and why should they care.