What is your Unique Selling Proposition?

[ldrews]

Almost every business book that I have read has emphasized the need for a "Unique Selling Proposition", or USP.  This is particularly true of service offerings.  Having a specific, easily understandable, easily communicated description of what you are offering is essential.  

And of course you don't have to limit yourself to just one.  Each client or situation may demand a different approach and service offering.

When I am selling my programming skills to a previous client I use something like: "You know that I can jump right in, fit in, and immediately help get the current project finished".

Or: "I have recently learned of some new techniques that improve my productivity.  I would be happy to show your other programmers exactly what they are and how to use them."

Or: "Borland has recently released a new, improved version of Delphi.  I have been keeping up with the changes and they make a significant difference in productivity.  How about I join the project and show the others what they are and how to use them?"

With a new potential client I might say: "I have been recently certified as a ScrumMaster and can show you how to use the Scrum project management techniques to increase productivity, reduce your risk of late deliveries and ticked off users, and provide much better tracking of the project.  How about starting with a small pilot project to see how well it works for you?"

Anyone else?  What are your USPs?

[Richardk]

That's an excellent question. As a custom application generalist, that's very hard to define. Usually a client wants something specific to their need but you have to guess what that is.

As a generalist, you could pick a few selling points and run with them. You may guess wrong but someone told me that doesn't matter since odds are they will ask you if you can also do "X".

Still, you have to pick selling points that will catch their eye enough to call you, so back to square one.

[David Randolph]

For technical people, it is real hard to talk about business. I have watched many a technical person play with a new piece of equipment wanting to figure it out without the manual. Yet, the selling proposition to a business person is business, not technical skill.

Compare "Borland has recently released a new, improved version of Delphi. I have been keeping up with the changes and they make a significant difference in productivity." with "I just finished a project with XYZ corp where we cut the costs of producing W by 25%." or "I just delivered M to a client where that is providing them with a new line of business and they just signed a big contract based on it."

What have been the business results of your work?

[ldrews]

You are absolutely right!  I drifted again into technology and did not express the business benefits sufficiently.  See how easy it is for us techs to miss the boat!

Business owners want to hear about increased sales, reduced costs, reduced risks, etc.

IT Managers want to hear about meeting schedules, meeting budgets, reduced bug count, improved customer relations, improved staff morale, easier staffing.

Thanks for the reminder.

[Richardk]

That's great but what if you're a heads down programmer, totally removed from the business process or so deep in code that you don't have a clue what impact your work will have or expected to have?

Sometimes you can put a pretty good spin on what you think will happen but things change and not many companies will tell the "hired hand" what the financial impact of their work is.

[pm4hire]

you will need a strong business case (proposal)
to initiate the project, as well as keep the funding
going as business conditions and priorities change
during the year.

IOW, what was a great idea for implementation
in January may not now have traction in June
or July.  You'll notice that most companies are
now doing shorter projects (less than 12 months)
b/c of the changing environment that demands
RESULTS.

[ldrews]

My opinion is that if you are not keying into the business value and business impact of what your are doing, even if you are just a heads down programmer, then you allowing yourself to be categorized as a "commodity" programmer.  And as many here will tell you, being a commodity programmer is a vulnerable position to be in.

Even if you are not directly involved in project planning, requirements gathering, architecture, etc., there is nothing that prevents you from finding out how you fit into the business picture and using that information in your conversations and meetings to give the perception that you are something more than just a "heads down" programmer.

Ask the manager regularly for a business update meeting.  Ask what changes are on the horizon, how they affect the project you are on, what you can do to assist in making the changes happen as easily as possible.  In other words, become one of the change agents, not one of the change resisters.

[codger]

In other words, become one of the change agents, not one of the change resisters.

And remember, don't ever have a strongly held technical or business position. Be an overpaid chameleon.

If you voice an opinion that is contrary to the client's, you may be guilty of actually consulting. Heaven forbid!

[ldrews]

Is that how you approach it?  

I find that strongly held technical and/or business positions are highly respected.  But that's because even though I have those positions I don't find it necessary to fall on my sword every time they are not accepted.  It's not about either or, it's about finding the solutions that are acceptable to everyone involved.  In fact, many times some part of what I have suggested is accepted as part of the final solution.

Do you feel that your positions should be accepted in toto without modification?  Do you feel that if the client doesn't accept your suggestions that for you to continue to help the client meet their goals is being an "overpaid chameleon"?

What do you do in that kind of situation?

[ldrews]

Codger,

Back to the main theme of this thread.  What is your Unique Selling Proposition?  Can you put into a sentence or two what business value you feel that you bring to the table when you are applying for a position?