You've heard it a million times, but can only sell what people WANT to buy.

1.) I'd ask your customers what they WANT to buy from you.

Overall, and for each of the diversified areas in which you operate:

What do they WANT from a Dry Cleaner?

What do they WANT from Routers?

What do they WANT from _____?

2.) I'd list and review the answers to each question and see how they compare to each other.

3.) If there is a common or generic answer to each question I'd try to whittle it down and incorporate it into an overall or company umbrella USP

4.) I'd take the unique WANTS that emerge from each question to use as a seperate USP for that particular product or service.

All Dominoes really did was ask their customers what they WANT and incorporate that simple response into their USP - Fresh Hot Pizza Delivered In 30 Minutes or Less, Guaranteed.

And if you can satisfy the WANTS that should help you to get away from the vicious price-based comparisons and competition.

Here's a link to an article that has absolutely nothing to with construction but does a much better job than me of presenting the WANT topic:

http://www.psychotactics.com/artcustomerwants.htm

Continued success!

Rod