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The only way to get much more work in your plumbing company – especially in today’s economic climate – is to have some benefit more than your rivals.


Think about this. My local yellow pages directory has more than thirteen pages of adverts for plumbers – businesses who pay up to ?5000 a year for their advert.


Numerous of the advertisers declare to be “local” most offer 24 hour emergency call outs others declare to be “specialists” some are Corgi and Oftec registered. Almost all of the adverts list the services they provide.


Nevertheless, not one, gives me a persuasive reason why I should contact them instead of their competitors. This leaves me no option but to phone round until I discover the 1 who will either give me the greatest cost – or 1 I like the sound of. Sound familiar?


Surprisingly, very few plumbers truly make much more than a token try to distinguish themselves from their competitors. The usual technique is to foolishly proclaim to all householders “Here we are Wholesale Nike Air Force 1 Shoes UK , give us your business for no justifiable, rational reason.”


And this is great news for you. It means that you can money in on what your rivals are doing wrong. If you can create a compelling cause why people ought to choose you – you will stand head and shoulders over your competition. This compelling reason is your Unique Selling Stage or USP.


To demonstrate how important your USP is I am heading to give you an instance of an air conditioning fix company I read about in Las Vegas in the US. (Following all if I gave 1 for a plumbing company you would all copy it – and it would no longer be distinctive!)


This air conditioning business got 90% of their company from the yellow pages and like each and every other business their advert had the company name plastered across the top in huge letters. Bullet points let everyone know that they supplied 24-hour service, that they serviced most major brands, and that they had 22 years of experience, etc.


Because their ad was fairly big Nike Air Force 1 UK Outlet , they were able to develop a respectable business in spite of their me-too approach. Every year they were able to generate sufficient income to pay for the advert, maintain the repairmen active and include a new truck or two to their fleet.


What more could little-company owners ask for?


A great deal much more! The first stage in developing their USP was to determine what customers wanted most from an air conditioning fix business. In the 8-month long Las Vegas summer, even a few of hours with out an air conditioner was sheer misery.


Clearly, quick services was to be the premise for their USP.


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