Recently, I met a possible center of influence or significant referral resource at a networking event. We scheduled a meeting to get to know each other better. She specifically wanted to know what made me different from all the other small business or executive coaches within the Chicago market place.

I immediately knew what my response would be when we meet I double results through a quarter of a century proven process that builds sustainable change within the K.A.S.H. Box. Since many small business coaches focus on intangible outcomes, I have learned that by bringing the results out first is one of the three differences that makes me unique. The second difference is that I use a process that has a proven 25 year history. With coaching being a relatively new field, many coaches cant make that claim. Finally, my third difference is the use of building sustainable change through the concept of the K.A.S.H. Box.

For many small business owners or entrepreneurs being able to answer this question What Makes You Different or What Is Your Unique Selling Proposition (USP)? quickly, succinctly and with assured confidence is a significant challenge. In working with my executive coaching clients (many of whom are small business owners seeking small business help) having them identify what makes them the stand out in a sea of gray suits is one of my first coaching actions.

The central reason most Since many small business owners or entrepreneurs cannot provide their USP is because they have never formulated a strategic plan who does what by when. The strategies created within the strategic plan are based upon a thorough assessment of the market place. Through this research, the executive analyzes what makes him or her different from the competition.

With this new found knowledge, crafting the 30-second infomercial or the 60-second elevator speech is much easier and far more accurate. With continued practice and reflection, these 2 marketing tools become even more honed and can cut a path through that sea of gray suits allowing your potential clients to easily see you in your red jacket.

If you are having difficulty answering this question, - What is Your USP? possibly you need to:

• Return to your strategic plan
• Check your data
• Update your market research
• Review your marketing plan
• Align your USP to your strategic plan