Sales and Marketing: What Is Your Start Up Company’s Special Ingredient That Will Drive Sales and Marketing?
“What Is Your Start Up Company’s Special Ingredient?”
This is one of the key questions I ask my consulting clients who are starting a new business. What would your answer be to this question? Exactly why WILL prospective customers buy from you instead of continuing to do whatever it is they are currently doing?
Amazingly, most entrepreneurs have not even considered this issue - they rarely even have an answer after they’ve thought about it for a while. Marginal “me too” improvements over existing solutions will rarely drive sales for a start up company. This is true even in areas of interest and focus for your prospects. Even great innovative improvements in areas that are not of interest and focus to your prospects will also rarely drive sales.
I call this your YSI: Your Special Ingredient. Sometimes this is called your USP - Your Unique Selling Proposition - a concept and theory that goes back to the 1940s. Others refer to it with a variety of terms, like KSP - Key Selling Point. No matter what the acronym, it is still the same basic question: Why you and your company? (more…)
