"Why should I do business with you?" Did anybody ever ask you that question? Probably not. But, you're losing a lot of business to your competition if you aren't automatically answering that question every time you communicate with a prospective customer.

The answer to the question, "Why should I do business with you?", is called your Unique Selling Proposition or "USP". It's the specific benefit I get by doing business with you... a compelling reason to do business with YOU instead of with your competition. Your USP is a powerful tool for positioning your business in the minds of your prospects and customers. Without it you're just another source among many for the product, service or opportunity you offer.

If you happen to be a distributor with a networking marketing company, finding and promoting your own USP can be extremely profitable. Remember, you're not only competing with other companies offering similar opportunities and promoting similar products. You're also competing with thousands of other distributors from your own company. Your job will be much easier and your income much higher IF you provide a compelling reason for people to join your organization instead of someone else's organization.

For example, I know someone who is a distributor for a network marketing company selling an MLM training course. When someone orders the training course and signs up in Pat's downline, he writes them a refund check for his $75 commission on the sale. Would anyone who is aware of his offer sign up with another distributor? I don't think so. By creating a distinctive advantage over his competition, Pat created a compelling reason for opportunity seekers to sign up in his downline instead of a competitor's downline.

FIND YOUR USP -- OR CREATE IT

If you don't already know your USP, here is a quick way to find it. Make a list of all the benefits you offer to your customers. Write down everything you can think of. Is there one major benefit on the list your competition doesn't offer? If the answer is "yes", that's your USP. If the answer is "no", you probably don't have one.

Don't worry if you don't have a USP. You'll just have to create one. How? By adding something to your business you're not already doing. Put yourself in your customer's shoes. If you were the prospect being approached, what would it take to get your attention? What can you add to your business that your competition doesn't offer? Make that your USP.

Here are a few examples of USP statements to help stimulate your thinking...
* Private Investigator: "We either find the person for a fixed fee or refund every penny of the client's money"
* Resume Service: "Survey: 79% of our clients acquire higher paying positions"
* Security Systems Installer: "Security systems designed and built by a policeman"
* Swimming Pool Installer: "We made over 300,000 dreams come true"
* Plumber: "One of our 65 completely stocked and radio dispatched service trucks is in your neighborhood now"
* Accountant: "Difficult tax situations handled with integrity"

Each of these is a real USP promoted by a real business. I found them in the Yellow Pages of my local phone book. Each of these USP statements promotes a specific advantage prospective customers gain by doing business with the advertiser -- instead of with a competitor.

HOW TO USE YOUR USP

Your USP is really a tool for positioning your business in the minds of your prospects and customers. Once you've identified your USP, convert it into a brief statement and integrate that statement into everything you do. Make it the central theme in all of your advertising. Include it on your letterhead, business cards, website, etc. Even include it on your invoices and checks to reinforce the benefit of doing business with you in the minds of your existing customers and suppliers.

Decide on a strong USP for your business. Use it continuously in everything you do. Never let it escape the minds of your prospects and customers and you'll see your business grow far ahead of your nearest competitor.