Quality = unique selling points

Autor: Prof. Dr.-Ing. Dr.h.c.* Dieter Deublein (Aidewise GmbH) *granted by Amansholov University Öskemen

The expression "that has quality" distinguishes products and services and highlights them in a group of similar products, i.e. it stands alone.

Doesn't every product have quality? A product is purchased because it has features that other similar products do not have, which are useful to customers and cause little harm to the community. The benefits can be of short or long duration.

Thus, "quality is a unique selling point" and vice versa, "unique selling points mean quality".

 

What are unique selling propositions that express quality?

 

1. low or hidden price

a low or hidden price or a high discount are quality and therefore unique selling points.

Examples:

- Internet search engines, communication platforms

- special discounts

- Promotional gifts, "free" additional services

2. special performance

The products or services of medium-sized companies usually do not differ from those of competitors. They give their products unique selling points and thus quality through additional services. Standard products are turned into special products by slight adaptations to special customer wishes and environmental conditions, best advice, special after-sales service, fast availability and the highlighting of additional services in a special light.

Examples:

- Restaurants

- Products with a large variety of variants

- Household appliances with advice, delivery, installation and long-term warranty

3. innovations

In any case, innovations have unique selling points and thus quality features. Their unic selling points can be protected by patents. Innovations can directly meet a special need of customers or even arouse it with supportive marketing.

Examples:

- Products made from renewable raw materials

- Smartphone and apps for it

- autonomous fuel cell car

4. precision, small parts and saving of resources

Products show unique selling points if they have particularly small fault tolerances or consist of particularly small or particularly large parts. Services are carried out accurately. Analytical instruments are characterized by particularly high reproducibility. Repair replaces the sale of new parts. Customer reviews can be particularly praiseworthy. Test certificates, CO2 footprints and certificates often testify to the quality.

Examples:

- Swiss watches, Fabergé eggs

- Paintings and Mosaics

- Online Marketplaces

- Anonymous hotel appraisals

- Test reports, performance certificates, energy consumption labels, quality marks

5. trademark

A trademark is affixed to the product as a unique selling point, which is then advertised in all channels.

Sometimes the names of high-quality products develop into trademarks under which other, perhaps less good products are marketed.

Examples:

- Women's handbags with three letters printed on them

- Emblem on the hood of cars

- Bell on Easter bunny

- Mass drinks and meals

6. skilful presentation

A single or few products are displayed alone in a large room or are affordable to only a few customers due to their price. Customers adorn themselves with products that demonstrate their quality through their unique position.

Product names are associated with terms that appeal to customers.

Sellers receive exclusive distribution rights and thus market dominance.

Examples:

- Fashion accessories such as handbags and jewellery are presented in expensive boutiques with well-known names.

- Cars are handed over to customers in impressive huge halls.

- Vehicles are linked to the concept of safety or sportiness.

- Regional marketing, exclusive representation

 

How does a company achieve unique selling points that express quality?

Every company has unique selling points by nature. It is appreciated by its customers because of its uniqueness and if it is "only" the particularly favourable availability.

In the first years of a company, this unique selling point is crystallized, refined and expanded. Know-how is collected. More and more customers appreciate this unique selling point. Further unique selling points are added.

The unique selling points that products and companies have become more widely known. Competitors try to acquire the same unique selling points. The unique selling points thereby lose their character. Companies protect themselves from competition through secrecy, patents and the continuous development of unique selling points.

If that succeeds, the company will grow. It can anticipate and develop products that meet unsaturated needs and have unique selling points. Products become well-known brand products.

Very large companies can develop products and services and only then, through marketing to customers or by influencing authorities, create a need that must then be saturated.