¿Qué tiene de diferente su empresa en comparación con sus competidores? Si has respondido a una Propuesta Única de Venta, ¡es una señal de que vas por el buen camino!

Sin embargo, no basta con tener una propuesta de venta única y no ofrecer una garantía. Al fin y al cabo, muchas empresas pueden llegar a apostar por un PUV, pero no genera el resultado esperado, es decir, convencer al cliente de que su negocio es mejor que el de su competidor.

Este es el gran reto del marketing y las ventas: ganar al cliente con una buena promesa de venta, que garantice el resultado de la propuesta de valor única.

En otras palabras, si usted promete entregar mucho más rápido que la competencia, esto se convierte en su Propuesta Única de Venta (USP), y debe mantener esta agilidad, porque esto se asocia con su identidad de marca.

Un buen ejemplo de propuesta de valor única es Head & Shoulders. ¿Quién no conoce la marca de champú que promete eliminar la caspa?

Pues bien, en los años 60 llevaba la siguiente frase en su publicidad: «Clínicamente probado para reducir la caspa».

No es sólo una promesa de venta, sino una garantía de que el producto realmente funciona. Y por eso, si nunca has hecho o pretendes mejorar tu propuesta única de venta, te invitamos a seguir leyendo y a conocer más sobre el término USP.

¿Qué es la Propuesta Única de Venta?

Una propuesta de valor única, también llamada propuesta de venta única, Unique Selling Proposition, Unique Selling Point o USP, es el término que se da a un producto, servicio o cualquier detalle de la marca que ayuda a diferenciarlo de la competencia.

El nombre fue acuñado por Rosser Reeves en los años 40 para definir la promesa de venta en la publicidad de productos y servicios. Según él, la promesa de venta única debe aportar un beneficio real que ninguna otra marca tiene o dice tener.

De este modo, el público objetivo asociará el beneficio con la marca y, como consecuencia, incluso lo comprará.

En resumen, la propuesta única de venta debe responder a la siguiente pregunta:

¿Qué le diferencia de la competencia? ¿Qué hace que su empresa/producto/servicio sea único?

¿Por qué es importante tener una propuesta de venta única en su negocio?

Antes de responder a esta pregunta, queremos saber: cuando entra en el supermercado o visita una tienda online, ¿qué considera cuando encuentra dos o más productos del mismo tipo? Si son iguales en oferta y precio, cualquiera de ellos servirá, ¿no? A menos que uno de ellos tenga una propuesta de venta única.

Esta propuesta de valor único puede ser una promesa de servicio, y no necesariamente un beneficio de la composición del producto: por ejemplo, el producto tiene envío gratuito siempre, una garantía de 5 años, o parte de las ventas se destina a una organización benéfica.

En otras palabras, la propuesta única de venta no siempre es una ventaja exclusiva para el propio cliente, sino que puede ser un beneficio para la sociedad en su conjunto. También ayuda a la marca a aprovechar su posición en el mercado al no pensar en las personas sólo como clientes.

Por lo tanto, tener una propuesta de venta única es importante porque se destaca en un entorno competitivo, aportando un diferencial que nadie más puede aportar, y anulando cualquier comparación de precios y productos.

Por no hablar de que sin un buen USP (Unique Selling Point), no conectas con los fans, porque no hay nada en tu producto o servicio que se diferencie de los demás para crear una identidad.

Pero antes de pensar en una oferta única, es fundamental cumplir la promesa publicitaria, a menos que quiera que su propuesta de venta se vaya al garete.

Tener un PUV bien definido puede transformar su negocio. Si le cuesta vender valor hoy en día, puede ser porque su público ve su marca como una mercancía y siempre comprará por el precio.

Si compites en precio y no tienes diferenciales, acabarás perdiendo margen y teniendo una empresa poco rentable.

Para evitar que su solución sea fácilmente sustituida por la competencia, debe pensar y definir una propuesta de valor única.

Si está bien definido, ya no se le comparará con la competencia, sino con usted mismo.

¿Necesita mejorar los resultados de sus planteamientos de procesos de venta? Hable con Protagnst y descubra las razones para contratar a una empresa especializada en prospección B2B.

Características de una buena propuesta de valor

Una propuesta de valor eficaz debe ser asertiva, armoniosa, coherente y dirigida al público que busca los valores que sólo su marca puede ofrecer.

Debe basarse en cuatro categorías de elementos de valor, según Bain & Company: impacto social, emocional, funcional y de cambio de vida.

Una empresa puede centrarse sólo en el impacto social, como Peita, que vende camisetas con frases inspiradoras que dan visibilidad al público femenino. También puede tener un impacto funcional, como Airbnb, que proporciona alojamiento más barato.

En otras palabras, las características de una propuesta de valor eficaz van mucho más allá de conceder la exclusividad. Sin embargo, es importante destacar los elementos diferenciadores que hacen que una persona busque su empresa, en lugar de la competencia.

Vea cuáles son esos diferenciadores a continuación.

Asertividad y claridad

«Vendemos los mejores pasteles de queso de la ciudad». Se trata de una frase genérica, sin impacto, ya que cualquier pastelería puede vender su producto como el mejor de la ciudad.

Por lo tanto, vale la pena identificar un punto diferenciador del producto/servicio de forma clara y objetiva – y, por supuesto, cumplir la promesa de valor.

La frase anterior podría ser algo así: «Vendemos la única pasta de queso, con queso de verdad, directamente de Minas». Es una propuesta divertida y única.

Ver que, al posicionarse como una pastelería diferente, el propietario consigue aportar algo que realmente aporta valor, dejando de lado subjetividades y puntos difíciles de probar.

Si esta pastelería tuviera un premio que demostrara que es la mejor pastelería de la ciudad, del estado o de cualquier otro lugar, la propuesta de valor único tendría sentido y seguiría con algo como: «Vendemos la mejor pastelería de queso de la ciudad según el premio Bom Gourmet».

Orientación y lenguaje

Una propuesta sólo tendrá un valor único si se dirige a un público que la considera relevante. Por eso es importante pensar en el público objetivo de su segmento, ya que la USP no siempre dirige al consumidor directamente al producto, sino que pasa por una buena comunicación de marca.

Un ejemplo de ello es la marca de chocolates Bis, de Lacta, que apuesta por el público joven, utilizando un lenguaje más divertido y atrevido. Acertar con el público ideal también contribuye a reafirmar una propuesta de venta única.

Un punto importante a tener en cuenta es que al definir sus puntos de venta únicos, también está definiendo la persona que tiene más probabilidades de comprar su producto o servicio y alejando a los «malos compradores», que no están alineados con el posicionamiento de su marca.

Transparencia

Ser transparente a la hora de abordar su propuesta de valor única consiste en hablar sólo de lo que su empresa puede ofrecer, nada más que eso. La sinceridad y la objetividad deben ser los focos de su USP al describir cómo su producto/servicio puede eliminar el dolor de la persona.

Cuanto más hable de sus cualidades de forma exagerada, más se alejará el consumidor porque pensará que su marca escapa a la realidad. Por tanto, prometa sólo lo que pueda cumplir.

Hazlo sencillo. En otras palabras, no tiene sentido prometer el mundo y entregar una calle. La verdad es que la gente está cansada de las marcas que prometen mucho y cumplen poco. Sé sincero y promete lo que puedes cumplir.

Si puede sobrepasar la entrega, sorprenda al cliente entregándole más de lo prometido.

Garantía / Eliminación de riesgos

Quizás el mayor temor de una adquisición es el miedo a gastar dinero, a fracasar, a perder el tiempo y a que no se resuelva su problema. Si tienes un proceso de implementación que realmente puede aportar valor, dar garantías puede eliminar cualquier tipo de objeción inicial.

Piénsalo conmigo. Quieres perder peso. Has probado varios métodos y nunca has tenido éxito. Pero esta vez has caído en una página de venta personal que promete perder hasta 10 kg en 2 meses o te devuelven el dinero.

Promete que, si sigues el plan premium con seguimiento diario, haces los ejercicios y sigues la dieta, eliminas al menos 10kg en 2 meses. Si no lo haces, te devolverá el dinero.

La diferencia es que este programa, aunque sea online, es mucho más caro que cualquier otra solución que hayas comprado. Cuesta R$ 10.000,00. Pero, nunca se llega a eso.

Incluso piensas en el entrenamiento personal, el nutricionista y otros métodos que has probado y nunca han funcionado. Pero, al final, acabas optando por el programa más caro, y lo divides, porque si no funciona, puedes pedir que te devuelvan el dinero.

Como ves, en este caso, has acabado optando por un producto más caro, pero que garantiza resultados. El precio psicológico de pagar mucho por algo también está condicionado a la expectativa que tenemos del resultado.

Una buena propuesta de venta única elimina los riesgos y da garantías al comprador. Con esto, si no funciona puedo cancelar en cualquier momento sin penalización o incluso recuperar mi dinero.

Condiciones de pago

En mercados muy competitivos, es muy difícil diferenciarse. A menudo, el cliente B2B será exigente y ya estará acostumbrado a comprar soluciones similares a las suyas.

Pero puede ser que el mercado tenga prácticas de precios y condiciones de pago iguales. Si tiene la fuerza financiera para hacer algo diferente, ampliar un plazo, pagar a plazos o incluso cobrar de una manera que sólo sea sobre el éxito, puede ganar varias ofertas.

Vea, que una propuesta de valor única puede centrarse en las condiciones que ofrece su empresa. A menudo nos centramos en el producto/servicio y olvidamos que, a veces, las condiciones contractuales también pueden ser un elemento diferenciador.

Proceso de aplicación / Instalaciones

A menudo nos imaginamos que una solución de ventas compleja es muy difícil de aplicar. Cuando mostramos al cliente potencial que tenemos una metodología y un proceso sencillos de entender, empieza a respetar nuestros resultados.

Muéstrele al cliente lo fácil que es contratar su solución y verá que esto puede aportarle tranquilidad a la hora de cerrar las ventas.

Una única propuesta de venta centrada en un proceso simplificado muestra al cliente que el plan es sólido y funciona. Elimina la incertidumbre y garantiza las ventas.

Lo que usted hace bien frente a lo que su cliente necesita

Una buena PUV trabaja una intersección entre lo que su cliente realmente necesita y lo que usted hace bien. Si aún no lo hace bien, tiene una gran oportunidad de modificar su modelo de negocio centrándose en lo que necesita su cliente.

Cuando dejamos de pensar en nosotros mismos y nos fijamos en lo que realmente necesita el cliente, el resultado es súper positivo. Pensar en algo que ya haces bien o modificar lo que aún no haces, pero, basándote en las necesidades de tu cliente puede ser un gran diferenciador de una propuesta de valor única.

Plazo de entrega

Dependiendo de la solución que ofrezcas, te vas a encontrar con un problema de plazos. Los clientes quieren que se les entregue rápidamente y esto puede ser un elemento diferenciador.

En el mercado de la contratación y la selección, por ejemplo, las empresas buscan agilidad en la contratación. Normalmente ya tienen un equipo interno y contratan a terceros para acelerar este proceso.

Por lo tanto, si la norma del mercado es entregar en 7 o 14 días, si usted puede prometer y entregar en 3 días, tendrá un enorme diferencial de mercado.

Cuando construimos máquinas de venta para nuestros clientes, normalmente la expectativa es tener el proceso en marcha de 14 días a 1 mes. Conseguimos esta velocidad porque hemos implementado muchos procesos de generación de leads cualificados.

¿Qué NO es una propuesta de venta única?

Los descuentos, promociones, precios bajos y otras ofertas que cualquier otra marca puede conceder, no constituyen una propuesta de venta única. Entienda que una propuesta única es exclusiva, sólo usted es dueño y entrega el producto en las condiciones ofrecidas.

Sin embargo, estos elementos pueden incorporar una USP, siempre que sea realmente una promesa única, y no una oferta de temporada.

Por ejemplo, una tienda que vende productos de hasta 9,99 dólares, sólo debería vender productos que cuesten hasta esa cantidad. En este sentido, el bajo precio es la propuesta de venta única de la empresa.

Del mismo modo, una tienda online que siempre ofrece un regalo en las compras superiores a 50 dólares, también se basa en una propuesta de valor única.

Otro ejemplo muy famoso en Internet es un sitio web de cupones de descuento. Al principio era una propuesta de venta exclusiva, pero con el tiempo han surgido muchos sitios del mismo segmento. Así que la idea hoy, para diferenciarse, es entregar los cupones de una manera más rápida, a través de una extensión del navegador o una aplicación.

En resumen, incluso una estrategia de envío gratuito puede ser única en la propuesta de ventas, si está bien diseñada.

Hubo un tiempo en que la marca de ropa Amaro, ofrecía el envío gratuito para la entrega en el mismo día, si era dentro de algunos barrios específicos de São Paulo.

Comprendieron que su público estaba bien concentrado allí, que tenían existencias cerca de la región, y ofrecieron lo que parecía imposible: la entrega en el mismo día.

Cuando se trabaja con exclusividad, la entrega rápida y sin errores puede ser un gran diferenciador.

¿Quiere vender más, sin fórmulas milagrosas? Conozca a Protagnst, un especialista en la creación de estrategias de ventas para ampliar sus oportunidades de negocio en la generación de leads B2B.

Ejemplos famosos de propuesta de valor única

Las propuestas de venta únicas de las marcas famosas aportan el beneficio en su propio eslogan, de tal manera que se convierten en su identidad única y exclusiva.

Pero eso no significa que cada eslogan deba llevar una propuesta de valor, a menos que se garantice el beneficio para siempre, sin dejar de innovar.

A continuación, algunos ejemplos de famosas Unique Seeling Proposition de grandes marcas.

1. M&M’s

«Se derrite en la boca, no en la mano». (Se derrite en la boca, no en la mano).

Durante décadas, desde los años 50, la propuesta única de venta de la marca de chocolate M&M’s era la promesa de un chocolate que no se derretía en las manos. Para probar el beneficio, utilizaron una corteza de azúcar patentada que favorecía la seguridad del caramelo durante el transporte.

2. Cabeza y Hombros

«Se ha demostrado clínicamente que reduce la caspa». (Se ha demostrado clínicamente que reduce la caspa).

El descubrimiento de que el piritionato de zinc era un componente que eliminaba la caspa llevó a la marca Head & Shoulders a ser la número uno en la lucha contra la caspa. Incluso el nombre de Head & Shoulders (cabeza y hombros) ya identificaba su promesa: eliminar la caspa de la cabeza y, como consecuencia, eliminar el desagradable aspecto de las manchas blancas en los hombros.

3. Starbucks

«Alimentar el espíritu humano: una persona, una taza de café y una comunidad a la vez».

Esa es la misión de Starbucks, una empresa multinacional con una amplia red de cafeterías en todo el mundo. Pero ofrecer café no es un elemento diferenciador, ya que muchos bares lo hacen.

Así, la propuesta única de venta de la marca es ofrecer una gama de cafés de diferentes sabores, en un entorno acogedor, y mostrar su misión de conectar con la gente.

4. Airbnb

Airbnb es famosa por ser una empresa de alojamiento online, que ofrece alquileres de casas de familia y actividades turísticas, todo ello a buen precio. Por tanto, la propuesta de valor única de Airbnb está relacionada con la economía colaborativa y el sentido de comunidad.

5. Facebook

Conectar a las personas. Es posible que hayas visto esta frase y la hayas asociado a Facebook, una de las mayores redes sociales del mundo.

Pues esa es la propuesta única de venta de la marca, aunque tenemos Twitter con la misma idea. De ahí la importancia de renovarse. Hablaremos de ello en los próximos temas.

6. Domino’s Pizza

«Recibes pizza fresca y caliente en la puerta de tu casa en 30 minutos o menos, o es gratis». (Recibes pizza fresca y caliente en la puerta de tu casa en 30 minutos o menos, o es gratis).

Una propuesta tentadora, ¿no? De 1973 a 1993, Domino’s Pizza se convirtió en el líder del reparto rápido de pizzas, lo que supuso, hasta entonces, una propuesta única e innovadora en materia de reparto.

7. Uber

«Preocupado por tu seguridad, vayas donde vayas».

El concepto de Uber es ser un transporte alternativo, económico, práctico y seguro para llevar a una o varias personas a un mismo lugar o a un mismo recorrido.

Su PUV es tan innovador y con precios y modelos de vehículos diversificados, que es difícil que alguien lance algo nuevo que supere este mercado de movilidad urbana. La gente dice que «pedirá un Uber», incluso cuando el coche sea de una empresa de la competencia con una solución similar.

8. Manzana

«Piensa diferente».

Es sólo un eslogan, pero la propuesta única de venta está en todo el concepto de la marca Apple. Compitiendo con los gigantes del mercado electrónico, como Microsoft y Samsung, Apple apostó por la experiencia de compra para destacar en este nicho.

En este sentido, la empresa hace que sus clientes se sientan diferentes cada vez que compran un producto Apple, ya sea por el diseño o por las sensaciones dentro de la tienda de la marca, como el tacto y el olor.

Por no hablar de que cualquier queja, como una respuesta negativa durante la encuesta de satisfacción, es contestada rápidamente por el propio gestor, con el objetivo de resolver las dudas y revertir el problema.

9. Coca-Cola

«Abre la felicidad».

Aunque es un eslogan corto, dice mucho de una de las mayores marcas de refrescos del mundo. La idea es que cuando abres la botella de Coca-Cola, sientes felicidad.

Y eso está muy lejos de decir que el refresco tiene un contenido beneficioso, porque seamos sinceros: una bebida gaseosa llena de azúcar y colorante no tiene por qué ser buena para la salud, ¿verdad? Sin embargo, Coca-Cola no vende la imagen de una bebida nutritiva.

Por el contrario, la propuesta única de venta de la marca es vender emociones. ¿Quién no se ha emocionado alguna vez con un anuncio de refrescos en época navideña, especialmente? Esto nos lleva de nuevo a los elementos estratégicos de la USP, que veremos a continuación.

10. Protagnst

«No hay penalizaciones por cancelación ni duración mínima del contrato. Sólo 30 días de antelación».

En el servicio de asignación de SDR (Sales Development Representative), no tenemos ninguna multa contractual. Sólo 30 días de antelación. Los clientes se quedan con nosotros, sólo si están satisfechos.

Cuando pensamos en un servicio de externalización, normalmente hay grandes multas, un tiempo mínimo de contrato y varios otros puntos que influyen en el éxito o el fracaso de la prestación del servicio.

Cuando pensamos en esta propuesta de valor única, nos centramos en ofrecer una garantía y dejar que el cliente sólo se quede con nosotros si realmente tiene sentido.

Estrategia de propuesta única de venta: la importancia de adaptarse al mercado de ventas

¿Recuerdas que hablamos de que Head & Shoulders es el número 1 en la lucha contra la caspa? Pues claro que has oído hablar de muchas otras marcas que siguen la misma propuesta de venta, y ahora pasa de ser única a ser más de lo mismo.

Sin embargo, la empresa no se ha quedado en esta promesa de venta, sino que se ha renovado. Sigue siendo la marca que combate la caspa, pero con el paso del tiempo, ha producido un champú anticaspa que huele y tiene fórmulas aún más innovadoras para eliminar y prevenir completamente el regreso de la caspa.

Esto significa que las propuestas de venta únicas tienen que seguir siendo únicas a lo largo del tiempo, o ganar nuevos hilos, o tratar de establecerse con propuestas menos materiales.

Es el caso de Coca-Cola, O Boticário, Natura y tantos otros que llevan la emoción en sus anuncios. Sus propuestas pueden inspirar al cliente y convencerle de que le compre.

Por eso es importante adaptarse al mercado de ventas, utilizando buenas estrategias de marketing y aliándolas a su USP.

Puedes, por ejemplo, seguir siendo la mejor marca de café del mundo, pero ahora el envase es reutilizable, respetuoso con el medio ambiente o tienes la versión de café gourmet, con diferentes sabores.

Incluso puede ofrecer más de una propuesta de valor, como es el caso de Starbucks: ambiente acogedor, diferentes sabores de café y conexión con la gente.

Las etapas de maduración de una PUV

La propuesta de valor único, como hemos visto, debe adaptarse siempre al mercado de ventas, al fin y al cabo, todo cambia y todos buscan ofrecer un valor único, todo el tiempo.

Como ejemplo, retrocedamos en el tiempo y recordemos la oferta de Internet en las redes domésticas. Hasta entonces era una novedad, pero con el paso del tiempo, el avance de la tecnología y las nuevas demandas, nadie podría -hoy en día- cogitar un PUV como éste: «El único servicio que ofrece internet de banda ancha para toda tu casa… y que además te acompaña en la calle».

La única imagen que la gente tendrá de su marca es que está anticuada.

En su lugar, ofrezca a sus clientes potenciales algo exclusivo, sin dejar de lado su servicio principal: por ejemplo, «El mejor Internet de Brasil con el mejor servicio de juegos del mundo». Prueba a jugar 30 días gratis».

Tenga en cuenta que, además del desencadenante mental de la oferta gratuita, hay una propuesta de venta única que resulta irresistible para los amantes del juego.

Esta es la fase de madurez de la propuesta, ya que el ciclo del producto/servicio tiende a caer a medida que los competidores empiezan a sacar al mercado servicios comparables.

Consejos para renovar una propuesta de venta única

Cuando hablamos de O Boticário y Natura, la primera imagen que tenemos es la de su impacto social y emocional, es decir, dos de las cuatro categorías de los elementos estratégicos de la USP.

Como ambas marcas ofrecen cosméticos, sus propuestas de venta únicas se basan en la forma en que influyen en la vida de las personas. El comercial de O Boticário lleva la diversidad a las familias, mientras que Natura se centra en la naturaleza y su preservación.

Así que si ya no puedes vender un producto o servicio exclusivo, porque todo el mundo lo hace ya, puedes seguir invirtiendo en valores sociales y emocionales como diferenciador.

Por cierto, esto también está relacionado con el lead nurturing. Al fin y al cabo, después de la prospección y la cualificación de los clientes potenciales, hay que alimentar a los clientes potenciales cualificados.

Es decir, educar al cliente potencial para que se convierta en cliente: ya es su público objetivo y ya ha mostrado interés por su producto. Aquí, estamos teniendo en cuenta a aquellas personas que aún no conocen su marca de reputación en el mercado.

Así que, cuando lanzas productos diferenciados, apostando por el emocional de estas personas y en el contexto del mundo actual, tienes posibilidades de nutrir el lead y seguir manteniendo a esos clientes tuyos contigo.

¿Necesita ayuda para la prospección de clientes B2B? Póngase en contacto con nosotros. Protagnst es la empresa más preparada para actuar en las ventas B2B y le ayudará en la prospección de clientes.

¿Cómo crear una propuesta de venta única y exclusiva?

Ahora llegamos a la parte más esperada de este artículo: ¿cómo crear y desarrollar una propuesta de venta única y exclusiva?

En primer lugar, es obvio que una propuesta de valor única depende de la competencia, ¿no? Más que pensar en las necesidades de la gente, es importante pensar en lo que hacen los competidores para renovar sus propuestas y salir adelante

Por ello, hemos elaborado las mejores prácticas del mercado para crear una propuesta de venta única e increíble. ¡Vamos!

1. Investiga a tu competencia

La competencia es su punto de partida. Es a partir de ella que descubres los puntos positivos y negativos de tu empresa, además de las garantías que ofrece la competencia.

Lo ideal, en este caso, es hacer un cuestionario, respondiendo a las principales preguntas clave, como:

¿Qué es lo que mejor hacen los competidores?
¿Qué es lo que peor hacen los competidores?
¿Qué garantizan y qué no pueden garantizar?

Obtendrá una amplia visión de su negocio y de dónde invertir tiempo y dinero para mejorarlo ante el público.

2. Defina su público objetivo

Conocer a su público objetivo y sus dolores es la mejor manera de crear una propuesta de valor única, junto con el conocimiento de la competencia.

Incluso si ya tiene una empresa establecida en el mercado, considere la posibilidad de hablar con los clientes para averiguar por qué le compran a usted y no a otras empresas.

Analice también los datos demográficos, la edad, el sexo y el rango salarial, para saber quiénes son las personas (o nuevas personas) interesadas en su negocio.

3. Desarrolle su persona

Después de definir su público objetivo, es el momento de elaborar los personajes de su empresa.

Y ya sabes lo que es un personaje, ¿no? Son personajes de ficción basados en personas reales, con sus características demográficas, edades, géneros, miedos, dolores, necesidades y esperanzas.

Tener un perfil de cliente ideal dentro de su público objetivo es primordial para crear una propuesta de valor única para su negocio.

4. Piensa en el nicho principal de tu negocio

Cuando hablamos de Porsche recordamos la velocidad, Volvo nos recuerda la seguridad y la marca Tiger es sinónimo de calidad. Después de todo, ¿qué dice su marca sobre sus productos/servicios?

La propuesta única de ventas siempre revela un nicho específico de su negocio. Intente pensar en algunos aspectos que diferencien lo que ofrece de sus competidores.

5. Descubra las frustraciones de sus clientes y los beneficios de su negocio

Si ya tiene una clientela establecida y es la primera vez que va a crear una propuesta de valor única para su negocio, averigüe y anote las frustraciones de sus clientes clave.

Es un buen momento para saber qué decían de ti antes y qué dicen ahora. Las respuestas pueden ayudar a determinar el principal beneficio de su negocio.

Pero independientemente de si su empresa lleva tiempo en el mercado o es nueva, averigüe también las frustraciones de los clientes de sus competidores. Es un gran ejercicio para saber qué ventaja incluir en su Propuesta Única de Venta.

6. Revise su garantía de marca y su próxima garantía de éxito

¿Qué garantías tiene que ofrecer para superar las frustraciones de sus clientes y sus competidores?

Esta es la principal pregunta que usted, en posesión de toda la información del cliente, debe hacerse. Si el cliente busca un producto que evite las manchas blancas en la ropa negra, pero no lo encuentra, ésta es exactamente la garantía que debe ofrecer.

Sin embargo, no hay que olvidar que la propuesta no puede quedarse en una simple promesa. Lo prometiste, cúmplelo.

7. ¡Haga su propuesta de venta única!

Basándose en estos consejos, el siguiente paso es crear su propuesta de venta única. Debe ser atractivo, único y coherente con su marca.

Y, aunque parezca increíble, hay una fórmula ya preparada para que empieces y la adaptes a tu negocio, que va exactamente así:

[frase de poder] + [descripción del producto] + [beneficio principal] + [frase de posibilidad]

Las siguientes propuestas de venta únicas tienen esta estructura:

  • «La primera marca de jabón con fórmulas probadas en todo tipo de pieles y con beneficios científicamente demostrados»;
  • «El único servicio de entrega que garantiza la recepción del producto en 24 horas, incluso en días de lluvia»

Estas propuestas pueden tener entre 20 y 35 palabras, pero tienen que tener el poder de convencer. Una propuesta de valor única en pocas palabras reafirma los valores y la misión de una empresa.
Como la gente consume cada vez más información digital, es muy importante pensar en una promesa de valor que sea breve y rápida, sin dejar de elaborar una propuesta más amplia que la acompañe.

Sin embargo, ¿cuándo y dónde utilizar la propuesta de valor único?

Generalmente, en la venta consultiva, hay muchos puntos de contacto y el uso de la propuesta de valor única puede ocurrir en varios momentos. Más importante que saber dónde usarla es entender por qué usarla.

Un buen VPC permite al vendedor trabajar con la certeza de que está ofreciendo algo diferente a la competencia. Y esto acaba siendo un buen argumento de venta.

Por eso es importante comunicar la Propuesta Única de Venta, pero no hacer algo demasiado forzado, porque no puede ser tu único punto de venta. He aquí algunos ejemplos de cuándo y dónde utilizarlo:

  • Propuesta y presentación de la propuesta
  • Sitio web: comunicación en las páginas de inicio y de servicios/productos
  • Llamada en frío
  • Preventa
  • Durante la cualificación de los clientes potenciales
  • Durante la generación de contactos B2B
  • Durante el complejo proceso de venta

Puede utilizarlo durante varios momentos de la venta. Sin embargo, tenga cuidado de no centrarse sólo en esto, para no parecer aburrido e irracional durante la venta, ya que repetir demasiado los mismos argumentos puede hacer que su propuesta de valor única no produzca el resultado esperado

Más ejemplos de propuestas únicas de venta

He aquí algunos ejemplos más de propuestas de venta únicas para convertirse en un experto en el arte de ganar clientes:

  • «El único paquete de diseño con más de un millón de plantillas para Photoshop y Corel Draw que incluso los no expertos sabrán utilizar».
  • «La mejor y única revista online sobre cotizaciones bursátiles escrita por los mejores antiguos operadores de Wall Street»;
  • «La única empresa que garantiza una asistencia 24/7 directamente en WhatsApp, con asistentes reales»; «La única empresa que garantiza una asistencia 24/7 directamente en WhatsApp, con asistentes reales».

Poco a poco, adapte su propuesta única de venta, actualice su oferta y gane más clientes. Recuerde que no es una tarea fácil, pero cuanto antes defina su Propuesta Única de Venta, mejor.

¿Desea conocer la importancia de una buena promesa de venta? Pues bien, puede hacer mucho más con una consultoría de primera clase del experto en ventas B2B Protagnst.

Rellene el siguiente formulario y construyamos juntos el mejor camino estratégico para su éxito.

    ¿Cómo cree que Protagnst puede ayudar a su empresa?

    1.898 respuestas

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