Louis Massaro tells moving companies how to stop competing on price alone. He explains that a strong unique selling proposition, like a furniture protection promise, matters less for what it says than how you position and package it in your marketing.
As a moving company, if you don't have something that differentiates you from everybody else, your unique selling proposition, again, you're a commodity. People will price shop you. They will go for the lowest price. So let me give you some examples. You know, we had something called our Furniture Protection Promise. And what that means is we promise that if we damage your furniture, we're going to take care of it, right? Now here's where people get caught up. People get caught up and say, well, it's really not that unique. Other moving companies do that too. Okay, but if they're not positioning it and packaging it and putting the words to it in a way that resonates with the customer, then it doesn't matter what they do if they get the business, right? We've got to move the, the services you provide, your true unique selling proposition, we got to move that to the front.
