How to Spice-Up Your Unique Selling Proposition (USP) for a Professional or Business Service

Standard marketing advice tells most small businesses to create a Unique Selling Proposition (USP) to help differentiate your service from competitors. “What benefit makes your service different?” is usually what the USP is about.

But in reality, a USP only takes you so far in the efforts to attract new clients.


First, let’s look at some potentially good USP’s for a business-to-business service:

– “We specialize in the XYZ industry — with more than 20 years helping clients like you.”

– “We’ve developed an exclusive eight-step assessment program that’s unique in determining your best opportunities to improve your operations.”

– “We promise to deliver results in less than 60 days, or your money back.”

While these are strong USPs, no matter how good your service is, how specialized you are, or how great your service guarantee is, it’s still difficult for a prospective client to get a sense of how it will benefit them. And that means they are still unlikely to choose (or change to) your service over others in a cluttered marketplace.

So what can you add to a strong USP?

Business buyers are ultimately looking for tangible results for choosing a service provider. They’re looking for more than how you are different than other services available. They want hear about a measurable business outcome for their decision to do business with you. .

Here are a few examples of what business buyers are looking for:

– reducing costs

– increasing revenues

– saving time

– keeping customers

– minimizing risk

– reducing labor costs

So, how can you spice-up your USP?

Add specific results you’ve achieved from previous clients, using statistics from your best customers.

Here are some examples:

– “We help businesses like yours reduce costs by up to 25% annually.”

– “Our service has helped clients increase sales in less than 3 months.”

– “90% of our clients last year saw increases in productivity of their workers due our training program.”

In sum, the Unique Selling Proposition helps you break the ice in differentiating yourself. But being different is only part of the game.

Add a results statement to your USP that appeals to the prospect’s bottom-line needs, and you’ll be much more effective in winning new clients.

Business and Industry in Coventry

During World War II in the middle of the 20th century Coventry had the dubious honour of being the UKs third most bombed city after London and Plymouth. The reason that Coventry was so heavily targeted during the war was its industrial base in munitions and military vehicle production. Sadly, as with so many other UK cities, that industrial production base has virtually disappeared leaving only a few truly industrial scale companies operating in the city. Having played an important role in the UK motor industry for many decades with such illustrious names as: Hillman, Standard, Rolls Royce and Triumph – cars, motor-bikes and pedal cycles. Coventry now only produces vehicles for niche markets following the recent closure of the French owned Peugeot car production plant at Ryton. Coventry city council is currently securing inward investment to attract new businesses to replace those that have disappeared or are in decline.

Car production does continue in Coventry, although for how long is a matter of much speculation. Although currently owned by the Ford Motor Company, Jaguar has its corporate headquarters in a production facility at its Browns Lane site in Allesley. Since opening in 1941 it has become the main veneer production plant for Jaguar cars, as well as having its head offices and heritage centre. At nearby Whitley is the Jaguar Design, Research & Development Centre, where all the companies engineering work is carried out. In total, Jaguar employs over 2500 people in the city. Ford Motor Company is currently trying to sell off Jaguar, in order to clear other company debts. One of the most familiar sites in all major UK towns and cities is the famous black cab or Hackney taxis. These are made by the LTI company who are based at Holyhead Road in Coventry. LTI have been making taxis for sixty years, in which time over 100,000 have rolled off their production line. LTI employs nearly 500 people at its production plant, making it a significant employer in the city. Formed by the amalgamation of two companies and now owned by AGCO, Massey-Ferguson is one of the best known manufacturers of farm tractors in the world. They began making tractors in Coventry in the early 1950s and now have their headquarters in Stoneleigh, near Kenilworth. The company now makes tractors and a range of combine harvesters and quad bikes.

Ericssons is a telecommunications company with premises in the New Century Park, not far from the city centre. Having subsumed the former Marconi and GPT works in the city, it now employs over 2000 people, manufacturing and engineering networking and switching gear for international telecommunications clients. Another international telecommunications company – Cable and Wireless – has its UK training centre in the business park at Warwick University, on the outskirts of the Coventry. The headquarters for Dunlop Aerospace are located in Coventry to the north of the city near the M6 junction 3 at Longford. Where it not only manufactures aerospace braking systems but also designs and markets them. It currently has contracts for braking systems to BAE, Lockheed-Martin and the Airbus A380 aeroplanes.

Along with many other cities that have seen their manufacturing base eroded over recent years, Coventry has attracted some service industries to the area to provide alternative jobs. Being very close to the centre of England and having excellent motorway links to the rest of the country, Coventry has become a major distribution centre for many delivery and courier companies. Parcel Force has its national depot at Coventry whilst TNT, DHL, ANC and UPS all have depots in the city employing several hundred people in all.

Coventry has a long association with the textiles industry, particularly wool and silk, dating back to medieval times. Whilst several small textiles companies remain in Coventry it is currently best known for its Courtaulds factory and the development the Grafil carbon-fibre that is used in sports and automotive equipment and Tencel – the cellulose fibre made from wood-pulp.

As well as the textiles industry, Coventry was, up to the mid 19th century, the centre of watch-making in the UK. During its heyday in the early 1800s it employed over 75,000 people and was making 200,000 watches a year. As the century progressed watch making declined, the market becoming flooded with imports from the USA, until by the turn of the century the trade had all but ceased. Many workers went on to find employment in the rapidly developing bicycle manufacturing businesses, which at his time employed nearly 40,000 people in Coventry alone. In time some of these workers quite probably went on to become the founding workers in the new motor car industry. By 1910 there were dozens of car manufacturers in Coventry, with long forgotten names like: Iden, Centaur and Aurora. Some other companies were more enduring such as: Humber, Rover and from 1928 – Jaguar.

Tips on Gaining a Good Image in the Cleaning Service Industry

The cleaning services industry is continually expanding. Most of the companies realized the convenience of hiring cleaning services. These range from from small details like removing the dust in the furniture, tables to major cleaning like vacuuming of carpets, other upholstery and scrubbing the restroom tiles.

It is not surprising if you are thinking of having your own cleaning service. Other businesses will compare your cleaning or janitorial service to your competitors. Just give your best service and think of a unique idea or ways to make an interesting image of your business and making you very different from the other cleaning services.

At first, it is so hard to make a unique image for your company because some potential clients do not hire any other janitorial services if they have their regular contact for cleaning services. Mostly, the big companies are used to hiring more established and well-known cleaning services to serve them. But this is not a big factor at all as you can offer a more modern or updated and high tech cleaning facilities and services compared to the older competitors.

You should always keep in mind that giving your best service is the biggest factor for competing with others. This will also give you a good image from doing good clean work. You can create a good image with companies which have a negative experience from their previous cleaning services or janitorial services. Always think of ways for easily attracting other companies to hire your services. Do some surveys and researches about other cleaning services in your place and make improvements to areas where you are weak; it can be in your facilities or services.

A cleaning service is a business and having a good customer service is important for a more profitable business. This is one of the traditional practices that you must give attention and focus to. You can improve your services by asking for any recommendations and building a good customer -owner relationship.

Set dates for seminars and intensive training for all your cleaning staff for excellent performing their jobs and the proper ways for handling and conversations to clients. The customers will loose its interest if your customer service representative and cleaning staff is very rude to them. Regular seminars and conferences will help your staffs gain more knowledge and letting them to know about the latest inventions and improvement for cleaning services. Then applying this information’s gathered in trainings that are also offered from company who sponsored the seminar. This will make them more confidence in what they are doing.

Make sure that all the supplies and cleaning solutions will be used before their expiry date and that equipment and tools are well-maintained.

Cleaning service is not just a business but also a profession. You will learn more in this profession as time goes by and experiences that both good and bad will serve you well as you learn more about your business and how to run it smoothly.

Hard Times in the Service Industry – What to Do While Your Clients Are Away

There is a lot of advice out there for entrepreneurs hit hard by the current economic crisis. Much of it has to do with growing one’s business and most of it is solid advice that should, by all means, be heeded. Still, at least for those in the service industry, the truth is that there are simply fewer clients to go around. It’s also true that former clients probably won’t be coming back until the overall economy is well on the road to improvement. New clients, that is, people who have always gotten along without the service you provide, may take even longer to attract. It seems that this recession has created an entire do-it-yourself generation, so that the demand for every service short of open-heart surgery has temporarily dried up to one degree or another.

How do you, as the proprietor of a small service business, cope with the drastic changes in your client base, your cash flow, and thus your life?

Although a certain amount of dismay is a natural reaction to economic upheaval, dwelling too much on the negative can have a debilitating effect making you less able to serve your core clients, and delaying recovery for your business harder when opportunities begin to return, as surely they will.

It is essential, then, that you make a conscious effort to keep yourself and your business moving forward even when you’re running on empty. Here are some strategies for doing just that:

Get the Work That You Do Have Done

Ironically, when there’s less to do, we have a tendency to lose our sense of urgency and to put things off. In good times, when we have more work than we think we can handle, we ratchet up our work habits so as not to miss deadlines or lose the confidence of our clients. Then, when our workload is suddenly cut in half, or worse, we tell ourselves that there will be plenty of time tomorrow to do that jobs that are in the pipeline today. That may mean completing work for clients, or keeping up with the filing or the bookkeeping. Considering how low you’re feeling today, putting work off until tomorrow can be pretty tempting.

Don’t do it.

Instead of letting this happen, go in exactly the other direction. As your first act each morning update your To-Do list. For the first time in your career, you may find it possible to check off every item on that list in a day or less. That is bad news and good news. While less work obviously means less income, there can be real benefits for you if you handle your extra time well. That means putting your business first so that your free time is really yours to do with as you choose.

Choose to Use Your Free Time Wisely

Now is the time to examine your priorities. If you were happy with what you were doing before the recession hit, then devote some of the extra time you have to building your personal and on-line networking activities. It takes very little time and no money to set business up on networking sites such as and Twitter. Do it. Read the tutorials on the sites and the articles available on line to find new ways to make connections and build your name recognition. While you may not see results right away, you will have made it easier and more likely that potential customers will find you when the time is right for them.

If, on the other hand, you were just too busy in the past to work on a career change, then recognize this a chance to do some soul-searching and some opportunity-scouting. Write letters and follow up on leads. Take classes if you like. Pretend the career change is already in the works. You can stop any time something better comes along even if that something better turns out to be a ringing phone and the return of the good old days.

Finally, recognize that while you may not have all the cash you need to improve your standard of living, you do have the time. By all means roll up your sleeves and take on some of the projects that will make daily life better for you and your family. In this way, you will end each day with a sense of accomplishment.