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Strengthen your unique selling proposition with an award

Any established business owner understands that having – and promoting – a positive unique selling proposition sets them apart from their competition and helps stop potential customers from looking any further when they’re shopping around.

Goodness knows these days most of us compare products and suppliers fairly extensively before making a purchase decision. You will do well in today’s increasingly competitive sales environment to take up any and all opportunities to differentiate your business.

Thought about adding awards to your key selling point/s? Consider the purchase decisions you make and why you choose one offering over another. Is an award-winning business more likely to get your dollars when you’re comparing it to another that offers the same or similar products/services?

Community business awards will add weight to your cause with local customers while state and national awards will not only help with those closer to home but will strengthen your business appeal to customers further afield.

You may be surprised how many awards programs out there. Mortgage brokers, for example, have at least four respected industry awards programs to choose from, not to mention their respective community awards and a wide range of national awards focusing on business excellence in any field.

One well-recognised national awards program for Australian SMEs is the Telstra Australian Business Awards (the entries for this are actually open now). Another, specifically for small businesses that are part of a franchise system, is the Excellence in Franchising Awards (this is also open).

Not only will positive recognition as a winner or finalist assist with elevating your business’s unique selling points above that of your nearest competitors, it will usually open up promotional avenues and/or a great pool of finalists and winners to network with. People you meet through these programs could very well become co-promotional or referral partners.

Along with receiving recognition of your achievement via the awards program’s media coverage and direct communications, a number of your own channels can be used to broadcast it. Display your trophy or certificate in the office and get the word out via your website, newsletter, social media avenues, email signature and a media release to local media (who are keen to hear about local people getting ahead, especially if they’re recognised at a state or national level).

Interested in exploring awards further? Search the internet for relevant programs then speak to  an organiser about the logistics of entering a submission, or you may be able to simply enter or download an entry form directly from the awards website. You may even find value in hiring a professional writer to create your submission for you.

Good luck!

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Kristy Sheppard

Kristy Sheppard

Kristy Sheppard is MYOB's manager for public relations. She has more than a decade of experience in the public relations space, spanning B2C and B2B corporate and consulting roles within the technology, financial services, franchising and FMCG industries. At MYOB she delivers programs communicating its vision, business advocacy stance and milestones as it advances products towards and within the online landscape.

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