BUSINESS AND TRAINING 15
The importance of having a Unique Value Proposition
By
Eamonn Ryan for PIRB
Are you as a plumber different ?
Plumbers need to differentiate themselves as much as possible to avoid becoming a lowest-cost commoditised service . The most obvious differentiator from the hundreds of thousands who ‘ call themselves ’ plumbers is to highlight your registration with the PIRB and company membership of IOPSA .
But even that is not enough . Any business needs to have a Unique Value Proposition ( UVP ) to differentiate itself from even all the other thousands of PIRB and IOPSA registered plumbers .
In order to define a UVP , let ’ s look at what is it not :
• Proposition is not a slogan
• A UVP is not a positioning statement
• A UVP is not filled with insider jargon and acronyms
• A UVP is not a Mission Statement or Vision Statement
Simply put , a UVP is a clearly stated benefit that your potential customers will obtain from buying your services or products .
For example : “ We will have your leaking pipe repaired within 24 hours of your online or phone-in order or the service charge is waived .” That may seem an extreme example – but it could be something like that which demonstrates your confidence in your system and expertise .
What does this UVP do ? First , it clearly states the benefits a customer will gain versus going with one of your competitors ( provided they don ’ t offer something better ). It ’ s measurable ( was the call-out completed within 24 hours ?) and it includes a guarantee – or the call out fee is waived .
How to know if your UVP is weak The best way to know if you have a weak Unique Value Proposition is to read it out loud and then ask yourself – “ So what ?”.
For example – “ We ’ re the best plumbers in Midrand . Call Us Today !” – does that sound like a statement that ’ s going to have your phone ringing off the hook ? When you ask yourself “ So what ” after reading that , do you have an answer ?
Now try this : “ Need a plumber in Midrand ? Our plumbers are PIRBregistered and will be at your house at the appointed time ( no more four-hour windows ) or your service charge is waived .”
Now ask – So What ? Well – if I call for a plumber , I know I won ’ t have to take a half-day off from work so I can wait to see if they ’ ll show up . Plus , if they don ’ t show up on time , I can benefit a little bit because they ’ ll waive their service charge . There ’ s a clear benefit to choosing this plumber over others in the same service area .
Avoid superlatives Also – avoid superlatives like ‘ Best ’ or ‘ Amazing ’. Bottom line is , if you can say it , so can everyone else so the statement is meaningless to the customer who is trying to compare your company over another . So instead of ‘ Best Plumber in Cape Town ’, prove it with some objective rating that tells your customers what to expect before they make their choice .
Exercises to help you write your UVP This exercise should not be done alone . You should try to get others involved as you develop your UVP , even if you ’ re the sole owner .
Ask your customers : Actually , try sometimes to ask customers why they chose to use you . What comparison did they make in choosing ? How many other plumbing firms did they review before choosing you ?
Ask your team : Often a company ’ s strengths are best defined by the people who work for the company . What puts a smile on the faces of your employees ? What benefits do they feel they provide your customers ?
Check out the local competition : What are they saying about their company ? When you go to their websites and ask , “ So what ?” what is your answer ? What benefits are they touting on their site ? How will a customer view them over your company ?
Ask yourself : Whether you ’ re the owner or the CEO , write down what you think your UVP is and then compare it to what your customers and staff say . Is there anything in common ? Where do they differ ? When you compare the feedback from different sources you may find that the benefits you deliver go beyond what you originally intended .
Key take-aways Once you ’ re done creating your UVP , make sure it follows the following four criteria :
• It should be simple and easy to comprehend within a few seconds
• It should not contain any personal or plumbing jargon – don ’ t assume potential customer know the industry jargon
• Make sure it differentiates you from your competitors . Is it the same , better , or worse ? Aim to be better than your competition . Because if your UVP is par with the competition , is will only be pure luck that will bring your customers to your phone number
• Make sure it resonates the value and results of your analysis of your business , its services and how it will benefit your customers . PA
March 2022 Volume 28 I Number 1 www . plumbingafrica . co . za