To have success, a small or medium business should not be better, It should only be different. This does not mean that you need to be absolutely unique - you have to be different in order to be noticed by your customers.
In other words, have onedifferent sales proposal (DSP) is considerably more achievable than having a unique selling proposition (USP) for most companies.
Identify, developing and incorporating DSP or USP is certainly challenging but the reward is worth every effort. Vi differentiated, distinguishing yourself by offering an advantage over everyone, in your market.
Companies that don't differentiate themselves, they usually end up engaging in imprudent price wars, because they have nothing different to establish value in the minds of their customers. The only weapon to compete is price. And if you don't have a significant cost advantage over your competitors, gets lost.
Communicate your DSP more clearly, more often customers will be able to choose you over the competition and give you an advantage in your industry or market. When a customer thinks of a type of product or service, your name should be the first that comes to mind.
Your DSP, it must create a real and perceived advantage in the minds of your customers. For example, it is known as Domino has created unique value " your pizza by 30 minutes"
But how do you choose a DSP or USP? You need to first identify an unmet need within either your industry or your market. These are called performance gaps. Many small companies that base their DSP on the industry performance gap are the most successful.
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