HireEzy – Hire and Rental Software

Developing a Unique Selling Proposition

A Unique Selling Proposition is a critical element in your marketing.  Not only does it convey to your customers your value it can also help in keeping your staff focused.

This article helps clarify the difference between a Unique Selling Proposition and a Tag Line. Then how to develop a Unique Sales Proposition, it also offers some examples for different business types.  The application in our blog as always is on hire and rental companies.

Firstly what is the difference between a USP and a Tagline?

The following slide show is brilliant and really helps not only define them and the differences but also how to develop them.

Example USP for Rental and Hire Companies

Having now understood the difference it is worth looking at some example USP’s for different Hire and Rental Company Types

Party / Event Rental or Hire

It is assumed each Party/ Event Rental Company understands there key benefits.  Uniqueness is often related to the geography serviced or specific market segment ( eg Corporate Events etc, Up market, Budget ).

The next step then is what is the pain that customers of Party companies are feeling?  Well some examples could be:

• We rarely entertain so can’t justify buying the party equipment;
• We want to impress our neighbours but haven’t got the stylish equipment; and
• We have a Corporate Event we need to impress our customers and we need advice and equipment.

These are only sample examples and certainly knowing your own market you will be able to define them far better to suit your particular need.  But there will be common elements such as:

• Value or renting over buying,
• Need for advise and ideas, and
• Access to a wide range of equipment.

Having established the benefits, uniqueness and the pain the final element is proof.  Often this can be a simple as the number of clients serviced, years of operation etc.

The final step is to create the USP. An example of which is below.

Enabling our Hunter Valley clients to affordably entertain in style for the last 25 years

or for a Corporate Event Market Segment

Leave a lasting impression on your clients with our event solutions or

We create the client impression for you – so you create the relationship

Risk Reducing Rental Companies

Some business rental types such as Baby, Safety  equipment etc have a more specific customer pain.  Such rental companies actually take away or certainly mitigate the risk of law suits from  their clients.  For example Hotels and Motels that provide baby cots etc to their patrons, potentially incur a risk through injury.  If a baby was hurt using the cot and that cot was found not to be compliant with changes in regulation or had not been serviced, then the Hotel could be found liable.

So specialized rental companies such as Baby Equipment supply to hotels effectively mitigate the clients pain of incurring a risk in maintaining their own in-house stock of equipment.  Hence a USP could be

We let you service your clients Not your lawyers

Construction or Major Equipment Rental

Major equipment rental companies often have a value proposition built around helping their clients take equipment off their balance sheet and/ or improve cashflow.  The later occurs by eliminating long term equipment hire purchase lease payments for major equipment.  The point of value lies when the equipment is not used often by the equipment- and is held just in case by the client.  So a simple USP could be:

Project Equipment without the financial pain

Delivering the Promise

Once your USP has been developed you now need to communicate and deliver on the USP promise.  And that is where HireEzy helps.  HireEzy is a complete hire and rental business software package that manages all aspects of your business processes.  PLUS the tools to communicate including web integration, mass communication (email and SMS), digital catalogue production AND inbuilt integration to Social Media Marketing.

To find out more go to our web site or email us sales@makinglifeezy.com.au