What do you bring to the game?
Business is a game. If you’re in it to win it, then your success depends on the value that your clients see in your business. A common business adage is “Price is what you pay, value is what you get.” In order to be successful, you first need to identify your particular value, and then you need to properly convey your value to current and potential clients.
To successfully identify your particular value, you need to determine your Unique Value Proposition (UVP). Your statement of your UVP should answer the question:
WHY should your ideal customer purchase from you rather than anyone else?
In order to choose you, your ideal clients must be able to quickly understand your unique value (what YOU do better than anyone else) and why it should mean something to them. More than ever, clients want relationships they can trust, relationships that add value to their lives. Your UVP defines the intrinsic worth of the service you offer your clients, and defines what they will get for their money. Your value should be such that clients not only want to return to you when they need your particular service again, but that they want to become your Brand Ambassador and your best marketing tool.
Once you have determined your UVP and crafted a value proposition statement, you need to effectively communicate that value to everyone who will benefit from your services. Internally, your partners and employees need to know the company’s UVP. Every employee needs to identify with the UVP in order to be a good fit. Externally, your clients need to know your UVP. You must convey your uniqueness to your target market through an outbound message. In crafting your outbound message, keep in mind that everything from your logo to your social media campaign needs to be consistent with your UVP.
If you think that your value is “physical therapy”, we ask you to consider this: What is McDonald’s value? The quality of the food? The amazing customer service? The ambiance? No. McDonald’s value is that it is fast and inexpensive. Their ideal customer is someone who identifies with that UVP. Your UVP is the thing that sets you apart from all of the other options out there.
Your ideal clients will find you when you clearly express what is unique about you and the services you offer. Ask your best clients, “What was your experience?” “How did you feel when you received physical therapy here?” “What stood out for you?” Use their words. Get involved with and understand your clients, tune into what they want, know your strengths and build from them, and clearly define how you will improve your client’s life.
Written by Jerry Durham, PT
Edited by Ann Wendel, PT, ATC, CMTPT