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What Is a Unique Selling Proposition? Figuring Out What Your Clients Want, and How to Sell to Them

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What Is a Unique Selling Proposition? Figuring Out What Your Clients Want, and How to Sell to Them

Your voice is your unique selling proposition. It sets you apart from the competition and reflects your company’s image. Your voice allows you to market effectively, and in the physical security industry, it’s essential to have a unique voice and value proposition.  However, finding your voice can be difficult. It’s essential to be clear about what you want to say and to whom you want to say it. When you find your voice, you can amplify it through your unique value proposition.


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What Is a Value Proposition?

A value proposition is a statement that outlines what your company does, what needs it meets, and why customers should care. Value propositions often accompany a visual, such as an image or logo. They should be clear, concise, and easy to understand.

Your value proposition is the foundation of your marketing efforts. You’ll use it for marketing your product or service, so you must take the time to develop a strong and unique one.

Customers find your value proposition through your website, social media, or advertising. Once they see yours, they use it to decide whether or not to do business with you. They should immediately know why you’re worth their time, money, and effort.

value proposition venn diagram

Why Is a Unique Value Proposition (UVP) Important?

Your unique value proposition is what will make customers choose you. It will convince them that you’re the right company for their needs. Think about it this way: your value proposition is your promise to the customer. It’s what you guarantee to deliver and what sets you apart from the competition.

There are two parts to a strong value proposition — a clear statement of what you do and a detailed explanation of how you’re different and why. How you’re different is your unique selling proposition (USP). In the physical security industry, it’s important to be unique. With so much competition, setting yourself apart from others is essential.

Customer Value Proposition Elements

How To Develop Your UVP

To develop a solid and unique value proposition, you need to understand your audience and what they need. Take the time to research your target market and understand their pain points. What are they looking for? What do they need? Once you know your audience well enough, you can begin to listen to your voice and see (or hear) how you can be of value to them.

For example, it’s not enough to just know that your audience needs physical security guards. Instead, you should identify what type of physical security presence they need. Do they need event security? Armed security? Video surveillance? Your messaging should reflect the wants and needs of your target audience.

Know Your Ideal Client

Before developing a value proposition, you need to know your ideal client. This means understanding their demographics, interests, and needs. Are you looking for a specific age group? Do you want to target a particular gender? Once you know your ideal client, you can understand what they need. 

Once you’ve identified the specifics of the individual, it’s time to identify the specifics of the client as a whole (as in, the company or organization you’re looking to target). For example, are you targeting residential apartment communities? Office complexes? Schools? Event venues? Identify not only the specifics of the people that make up these companies, but the aspects of the company themselves. Are they publicly traded, or privately held? What is their annual revenue? How many people make up their staff? What is their primary industry? Answering all of these questions can give you a solid background to build from.

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Know Your Product’s Value

Your products or services need to offer value to your target market. Value can be in the form of a solution to a problem, a time saver, or anything else that your target market finds valuable. Knowing your own product’s benefits and features allows you to focus on how you are what your target market needs. Once you know what value you offer, you can begin to craft your value proposition. For example, if your company offers artificial intelligence and facial recognition software solutions to assist your physical security teams, that adds extra value to your offering. 

Be Specific

When writing your value proposition, be as specific as possible. This means using language that your target market will understand and resonate with. Connect with them on a personal level by addressing their needs. Go directly to the heart of what they’re looking for and make sure they remember you. Avoid buzzwords and anything else that might confuse your ideal client. The key is clarity!

Test Your UVP

Once you’ve crafted your value proposition, it’s time to test it out. Share it with a group who hasn’t heard of your company before and see how they react. Do they understand it? Do they find it valuable? If not, keep tweaking until you get it right. Running an A/B test is ideal in marketing and will also work for your UVP. Feedback is essential to crafting a solid value proposition.

Final Thoughts

How you say something is just as important as what you say. Your voice is a reflection of your company’s image and values. It should be consistent across all channels and touchpoints. When you find your voice, you can use it to develop a solid and unique value proposition and communicate it clearly to your target market.

Your voice in marketing amplifies your message and sets you apart in the marketplace. Make it known that nobody else can speak the way you do or do what you do the same way you do it. When you show up as yourself, you give your target market a chance to connect with you on a human level. After all, marketing is about building relationships. And, as we all know, the physical security industry is all about relationships. Companies work with security providers they can trust. Your UVP is your chance to be authentic, vulnerable, and genuine. It’s the heart of your company, so make sure it comes through loud and clear.


Robby Coles
Robby Coles
Robby Coles is a born and raised Nashville, TN resident. He has been a marketing content writer for the past 14 years and has recently joined the Thinkcurity team as a Content Marketer. He enjoys writing compelling content that drives engagement. Robby is a wine enthusiast and dog dad that splits his time between Nashville, TN and Vienna, Austria.

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