Start the New Year with a clear vision for your business – Review your USP
Do you have a clear idea of what you offer your clients that sets you apart from other opticians? It can be easy to lose sight (excuse the pun) of what you are aiming to achieve by getting bogged down the day-to-day running of a practice. So how do you make sure you stay focused and current and that your USP evolves with your client’s changing needs? Simple: evaluate your niche offering using the following 5 key points on a yearly basis and ensure that you are rolling with the changes.
Analyse the competition
What are your competitors offering? Do they offer anything you don’t? Do you offer anything they don’t? What do they advertise as their USP? Understanding what they are selling as their USP will help get you t the next step.
Analyse your business
Ask yourself a series of questions to help determine what you should and could be offering. What do you do well and enjoy? What is most profitable for you? Which group of customers do you love working with? What are your specific areas of expertise? Doing what you love and what you do well will be instrumental in defining your niche.
Features vs Benefits
As a business owner you have a list of products and services you provide – but do you communicate the benefit to the patient of each one? Is it clear what the benefit of going to your practice over the one down the road? List the features and benefits of each key product and service to clarify your offering.
What do they say about you and why do they come to you? What do they say about your competition and what can you learn from this? What is the one thing that you offer that makes them say “WOW”? Go through all your patient feedback and see what you can learn.
Take the time to work through the above points – we have even developed a very simple exercise tool for you to work through the above points to streamline your offering – find out more on our website https://www.sightcare.co.uk/business-planning-tools/