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Unique Sales Position for Energy Marketing Companies: Not Them, You

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One unique sales position no energy company or contractor should include in their marketing pitch.

When you look at your team, you probably think that they’re a fairly quality bunch.  If you didn’t, you probably wouldn’t have hired them.  You may go so far as to tell people about just how great, or experienced or remarkable they are.  And, in truth, you may even believe that your employees distinguish you from your competition.

Hopefully, you’re wrong.

As a marketing professional, one of the key parts of my job is to uncover every client’s USP—their unique selling proposition.  In other words, what makes that client stand out in a crowd, whether it’s what they do or how they do it.   Once that USP has been identified, my job is to work with my team to create the best strategies to make sure that the target audience understands why that USP means that they should choose our client over a competitor.

All to often, however, I hear the same thing from companies I interview.  After learning about all of the amazing products or services they offer, I lean in and ask THE QUESTION.

“What sets you apart from your competition?”

“Well Dana,” they say, sitting back in their chair and nodding, “It’s really our people.”

Silence.

You see, I’ve met a lot of folks at a lot of companies.  Usually they know what they’re doing and they do it well. The HR person does HR. The sales people sell.   But generally there is little that is quantifiably different from their counterparts at other companies; at least, nothing so significant that distinguishes their employer in the marketplace.

As with any rule, there are exceptions.  But in most companies, that’s just not going to be the case.

Think about your own organization.  Have you ever uttered the phrase “our people set us apart”?   Do you use it in your marketing?  If the answer is yes, you need to realize that it automatically begs this question in the minds of your customers: “So what happens to me if some of those employees leave?”

See the problem?

If your company can and will continue to move forward without them, your USP may be your product, service, process, history, sales methods or uniform color—but it is not your people.   No matter how fantastic they are.   But they are key in making sure that your USP’s are consistently developed, demonstrated and delivered, without fail.

And isn’t that why you hired them in the first place?


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