1. Missed the live Ask the Expert event?
    Not to worry. Check out the archived thread of the Q&A with Ken Hutcheson, President of U.S. Lawns, and the LawnSite community in the Franchising forum .

    Dismiss Notice

What is your USP (Unque Selling Proposition)?

Discussion in 'Business Operations' started by Josh.S, Jan 8, 2007.

  1. Josh.S

    Josh.S LawnSite Bronze Member
    Posts: 1,085

    I was just wondering what you guys consider your Unique Selling Proposition to be. I was doing some reading and stuff for marketing and figured that we (lco's) should pick the thing that other LCO's are worst in, and emphasize how we are good in that area.

    I think that many LCO's (especially larger ones) don't care about their customers, so I figured maybe we should empasize "because we care" in any marketing materials.

    For those of you that aren't familiar with USP, here are some examples.

    Subway "Always Fresh" (mainly all fast food businesses have old greese burgers)

    Wal Mart "Always Low Prices" (many other markets offer high prices, although they might have better service)

    Domino's "30 minutes or less, guaranteed (at the time, most pizza delivery services were well above 30 minutes)

    I admit that I know very little about marketing, just what I have read and picked up on in forums. I was just wondering what you guys think that most LCO's lack in, and how the rest of us can pick up from their loss.

    - Josh
  2. paponte

    paponte LawnSite Silver Member
    Posts: 2,366

    "Complete landscape services... pay us in advance and pay us now!!" :laugh:
  3. Az Gardener

    Az Gardener LawnSite Gold Member
    Posts: 3,899

    Looks like someone has been reading an E-Myth book. Better than watching OSU get abused :hammerhead: . Yes I know you don't care for football.

    Excellent topic I have to admit It took me a few to remember mine :confused: because I just don't use it much. Mine is

    "The Gardener, its not just what we do, its who we are".

    Impressing on the clients that we are not just there for a paycheck but we enjoy gardening and care about what we are doing. I guess a lot like you said but with a little flair.

    Well the abuse just ended, finally :clapping: .

    HOOLIE LawnSite Gold Member
    Posts: 3,981

    How 'bout "We speak English, and we show up sober!!!"
  5. Josh.S

    Josh.S LawnSite Bronze Member
    Posts: 1,085

    Of course no football for me.. Haha.. but having a USP and strong marketing message IMO could help a lot unless you were a mainly referral only business.

    What team were you wanting to win?

    Not to many Mexicans around here, but I have seen one of my friends workers drinking before arriving at jobs.. :nono:

    What do you guys think is the main weakness of larger and commercial only LCOs?
  6. Tim Wright

    Tim Wright LawnSite Bronze Member
    Posts: 1,034

    1. Honest and Reliable.

    2. Keeping it personal.

    3. Premium Service.

  7. Josh.S

    Josh.S LawnSite Bronze Member
    Posts: 1,085

    That is probably the main things... we just need to find our local competitions weekness, and then make that our strong points...

    what do you think of this for a slogan "Professionals that care". The 2 things I have noticed about LCO's around here, is they aren't professional, or if they are they just don't care and treat customers as an account number. Maybe this should cover both aspects.
  8. Team-Green L&L

    Team-Green L&L LawnSite Bronze Member
    Posts: 1,776

    A USP cannot be multiple qualities of a company for some of the above posters. Pick 1 thing that will separate you from the others.

    Account Manageability is our USP.
  9. Tim Wright

    Tim Wright LawnSite Bronze Member
    Posts: 1,034

    My sub heading you my bus card is

    Honest and Reliable

  10. Team-Green L&L

    Team-Green L&L LawnSite Bronze Member
    Posts: 1,776

    I think some people are confused on what a USP is. It is a very important part of a company's structure, just as the core values are.

    This thread has contained a lot of Core Values and very little, to no, USP's. A USP is not a value at all. It is a procedure, product, or service that your company provides that separates you for the competition. Values are a perceived USP, but can only be judged by a current relationship. To gain a unfamiliar approval, you have to focus a little deeper.

    Listen to the words...Unique Service Provider. It has nothing to do with values. The difference between the 2 is thin, but every successful service company in the world uses both Core Values and a USP in their business plan.

Share This Page