Build Your Benefit Advantage

Even though the term Benefit Advantage may not sound too exciting, it is what you absolutely need to have to beat your competitors in the marketplace. It is the heart of your marketing strategy.

Your benefit advantage is . . .

The reason your customers should buy from you instead of from your competitors

To work for you, your benefit advantage needs three key elements:

• Clarity - Pin down a few of your key benefits that are easy to understand and communicate. Jiffy-Lube, for example, became successful by offering fast oil changes without the need for an appointment.
• Relevance to your customers - Your benefits have to "speak" to the needs of your target customers. If you operate a child-care center, for example, you might want to tell harried parents that you offer flexible drop-off times. That will put you ahead of other centers that say, "Drop off is 8:00 AM."
• Uniqueness - You need to offer products, features or capabilities that your competitors genuinely lack. For example, special equipment or courses at your health club. Without those features, your customers will do business with your competitors instead of with you, especially if there are other key advantages (such as price or location) for doing so.

Your benefit advantage must be sustainable too, meaning that you expect to be able to offer it for months or years, not just until your competition catches up. I'll be writing about sustainability in future blogs, but I'd encourage you to start building robust marketing skills today by enrolling in one of the many excellent marketing coursesat Trump University.

Donald Sexton, PhD, is Trump University's professor of marketing and sales. He is also Professor of Business at Columbia University and President of The Arrow Group, Ltd., a leading marketing consulting group. Dr. Sexton's is author of the new book, Trump University Marketing 101, available at bookstores nationwide and through online booksellers. Contact Dr. Sexton at marketing101@thearrowgroup.com.

To perfect your marketing skills, be sure to enroll in Trump University's new course,The Marketing Mastery Program. Classes now forming.

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