SELLINg tHE
PrOPOSItION
By
carol
stratford
COmPEtItION IS StIFF.
we know from the latest ISPA U.S. Spa Industry Study that there are
more than 22,000 spas in the United States alone. Consumers have
more than enough properties, product lines and resources to choose
from—so why should they choose yours?
A good marketer must take a step back every now and
again and evaluate his or her brand from a new
customer’s perspective. The ones that ignore this step
will miss out on big opportunities to attract potential
clients. I encourage you to take this opportunity to take
your team through a much-needed checkpoint. First,
identify what sets you apart from the competition. Then,
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set out to impactfully communicate this to current
customers, potential customers and staff through your
value proposition.
A value proposition is a statement of how your
product or service will benefit your customer. It clearly
defines what you will do for your ideal customer and why
you’re better than your competitors. Your complete value