Moving Company Insurance Tip: How to Present A Unique Value Proposition
How does your moving company stand out from the rest of the competition?
If you’re not sure how to clearly and concisely answer that question, determining your moving company’s unique value proposition should be top priority. A unique value proposition (UVP) is a single, differentiating factor that a business uses to brand its company and attract ideal clients.
Below are examples of three companies’ unique value propositions:
1. Wal-Mart – Low Price Value Proposition
What is the first idea that comes to mind when hearing this popular store name? Low cost, inexpensive, cheap products. Walmart has consistently advertised its unique value proposition as a place to find aisles of cheap items. The slogan on their website is “Save money. Live better.” For years, commercials played songs about “Rollin’ back prices” with a smiling face bouncing around. It’s not just a motto or jingle that defines the unique value proposition, but the whole concept of Walmart.
2. Apple – Innovation Value Proposition
What do you think about Apple products? Whether you love them or hate them, Apple products are innovative, cutting edge and the trendiest technology out there. Apple devices are sleek and cater to a specific audience of artists and creators – consumers who are willing to pay a pretty penny for the goods.
3. Westin Hotels & Resorts – Luxury Value Proposition
It’s hard not to think of luxury, extravagance and opulence when thinking about one of Westin hotels or resorts. It’s not somewhere just to sleep for a few days, but a place to indulge and be pampered. Westin’s website screams affluence and pleasure and one of their catch phrases is “Everything we do is designed with a better you in mind.” The complete image of Westin is meant to be lavishing and an experience that the customer deserves.
One thing to notice about these brands is that they never try to be all things to all people. Wal-Mart doesn’t go for the luxury market, Apple doesn’t advertise the lowest price and Westin doesn’t say they are the place for the technologically-savvy crowd.
Keeping the previous examples in mind, now is the time to hone your moving company’s unique value proposition. First, brainstorm with employees on what makes your moving business separate and distinct.
Ideas: Most reliable and timely service, friendliest staff and customer service, safest, most secure transporter, green, environmentally friendly, or most community service-based.
Next, conceptualize a strategy that allows your moving company to express the unique value proposition throughout every customer touch point. Check out a few tips to get started:
- Website – Add a slogan that aligns with your unique value proposition and incorporate images that convey the same feeling.
- Advertising – Focus on what exactly defines your moving business and draw potential customers in.
- Answering phones – Include an appealing phrase in your script for answering phones that explains how your moving company stands out from the rest.
- Paperwork – While reviewing paperwork, be sure to tell your clients that you want them to have the best relocation experience possible and explain how your company will do that.
- Post-move follow-up – Send the clients a follow-up survey via email or mail and remember to include a thank you note. You could even send along a small newsletter about your moving company encompassing the unique value proposition – a piece that can be easily passed on to a friend!
It is essential to let customers know why you’re the best moving company for them. Consumers are willing to spend more to work with a business that offers the advantages they value. However, don’t try to focus on too many attributes. Promote one key value proposition.
One last note: If you haven’t already done so, cover your customers’ goods and insure your moving company with smart, strategic full value protection insurance. Get it before the busy season!
