Unique Selling Propositions and your Service-based Business
Several other article have touched on this, and my free practice-building ebook is a great place to get more in-depth information as well.
You have to be aware of your USP, or unique selling proposition.
Do you want your clients to choose you solely because of your pricing? I hope not.
Do you want your clients to choose you solely because you’re open 7 days a week early until late? NO. (Read this if your schedule is out of control.)
Do you want your clients to choose you solely because you’re by their office? Ugh!
If you do not give your prospects a reason to choose you other than price or convenience, that’s what it’s going to come down to. And believe me, with a variety massage franchises in almost every city, you really can’t afford to compete solely for price or convenience. You’ll be broke and burnt out in no time.
Wouldn’t it be better for you to be the stand-out massage therapist who specializes in working with pregnant women and gets referrals from the local OB/GYN and midwives? Or the sports-therapist who is known throughout the community of competitive softball or triathlons? Or maybe you offer spa treatments and are different than the other 10 places withing a few mile radius. Maybe you simply offer a few niceties or add-on services to your clients that others don’t.
What is UNIQUE about you? What is DIFFERENT? And what’s in it for the client?