What are Toltech’s Unique Selling Points

Everytime I go to a new prospect I am usually in a couple of positions at the meeting. Firstly I am in a Sales role and giving information to the prospect  that he or she requests. Secondly I am assessing the prospect and their company to see if we can or want to work with them. That may sound a little strange however we have found over the past 14 years there is not always a good fit with every prospect and it’s never worth taking on a client if there is not a good bonding and rapport from the outset.

The surprise this week was in the middle of the sales process I was asked the crucial question – ‘So what are Toltech’s unique selling points.’   I have to say I was caught off guard and even after reading many business books which knock this into you and also we have had many years where my business partner and I have undergone some serious business development I was still a bit unprepared when asked.

I started to explain our USP’s and realised I was waffling a bit then I said actually we are very different from our competitors.  I explained – We question everything in our industry, the hype about social media, the nonsense talked at times about search engines, the push to use new technologies based on very small sample sizes by people who change their minds a month later. We don’t believe in trying to force our clients into uncomfortable areas such as twitter where they will never really adopt it and our first question to everything we do is always – Where is the money?  If we can’t see a money trail we won’t waste a client’s time.

Having done some extensive competitor comparison studies we realised how organised you have to be when delivering our type of services. How to not overstate and raise false expectations to clients.  As USP’s go the above seem like a lot of items however we see constantly others in our industry wittering on about being No1 in Google, telling clients to tweet or do Facebook or add YouTube and Flickr accounts. All of the above can work or not work depending on the approach and commitment to the tasks. The important part is to define if the client has the time and skills to do this.

Overall we try to put the client in an area where they are comfortable in what they have to do. We keep them informed and assess the overall progress every month. We stay away from hype, technologies that waste time , don’t return money and we make sure a client has a strategy and strict criteria to measure this with.

In summing up the USP question if I was to state one clear item we get asked all the time is  Can you get us to No1 in Google – our USP answer is this – ‘Do you want more business or do you want to be No1 in Google?’ – the two are not necessarily the same thing.