[Advice] USP & Strategy Help for a Commodity type B2B

Hey guys, just posted this on a forum thread over at GKIC

Bob wrote:

"I have a b2b operation which produces small wooden and cardboard baskets used to pack and ship vegetables and fruits. It is very much a commodity type of product, where for the most part, the buyers only seem to be only interested in price. There is a flood of product from China that adds downward pressure to the already razor thin margins.

For the life of me, I can not figure out a USP, a positioning strategy, or any other angle on how to differentiate this product from the competition and gain market share.

Any ideas, suggestions or help would be greatly appreciated.

Thank you."

 

Hey Bob, it's important to realize that a USP needs to be something unique that no one else can claim.

So what about your product or service can do that? It can be either the product or a guarantee, etc.

Why should someone use your baskets instead of some from China? Are there problems with the ones from China that you don't have? Is that unique?

Remember, having the best service or friendliest staff is not unique. Anyone can say that.

Having the ONLY product that keeps fruits and vegetables fresh for x amount of days, is.

What else can you do for your customers that would make them pay more? Keeping in mind that the more they pay you, the less profit they make. How can you compensate for that?

Hope that helps,

- JR

JRGriggs.com || RedWallMarketing.com