I devote a lot of time studying emerging trends in business and fitness.
This self education has always been important to me, but even more so in the current business climate.
As a reader of these emails, you undoubtedly know the high value I place on having a Unique Value Proposition. More than any other one thing, this separates you from the competition. It’s the basis of all your effective marketing and surprisingly, the one thing that business owners struggle with the most.
By definition the UVP answers the following question in your prospect’s mind, ” why should I do business with you, given all the other opportunities available to me that can help me solve my problem.”
In our new world we need two UVPs!
One for our prospective clients.
One for our team of employees.
The reality of the trends in our labor force right now is harsh.
- It’s an employee’s market.
- Attempts will be made by your competitors to recruit your best employees to jump your ship and work for them.
- Employee’s needs, and what they are looking for, have changed.
- Money is no longer more important than other benefits.
Sound scary? It is.
Here’s what to do about it:
Create a UVP for your employees. Be able to answer the UVP question in 5 seconds or less. You read that right – 5 seconds.
Do I have your attention? Good. Wondering where to start? Good.
First you may not know why people want to work for you. And if you think you do, it’s a good idea to check your assumptions out sooner than later.
Step #1 is to ask your current employees(and volunteers, if you have them) why they work with/for you?
Don’t settle for the first thing they say. Ask why is that, and then ask why is that again, at least three times. Change your wording a little if you need to, for instance, “can you tell me a bit more.” There is a science behind this, but for the moment just trust me. I learned this lesson the hard way, years ago.
Start asking and really listen to what they are saying behind the words they are using. It will likely surprise you.
While we may think we know the answers, you will likely be surprised.
Use this info to create your UVP. Remember, 5 seconds or less.
