Have you tried to identify a Unique Selling Proposition, or USP, to use as a competitive advantage as part of your marketing strategy? Can your selling proposition truly be UNIQUE?

Historically, consulting businesses have sought to identify a USP, to create a competitive advantage, however, is a USP still achievable or sustainable for the project management profession?

The idea that a company can be unique is now days a rarity, and if you do truly have a unique offering, how long can it be sustained before competitors emerge? So realising we’re not unique, and knowing that clients are overwhelmed with options, in this fast-paced digital world, a different approach is required.

The concept of a USP still works, but should the focus switch from selling a product or service, to selling relationships and benefits? The aim is to get our clients to know us, like us, and trust us! Our clients are people, and people respond to a personality they can relate to and trust.

Therefore, your competitive advantage is simply you and your team. So, let your clients know your personality, what your values are, what you do and why you do it, and importantly how you can help them.

If the idea of creating a competitive advantage seems overwhelming, start with something small. Try replacing words that these days are taken for granted such as service, products and quality with words that share with your clients your company’s authenticity, transparency, engagement, and responsibility.

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