Figuring out what makes your granite business or countertop shop unique can be tricky. You constantly have to be asking yourself: “Why should your customers buy countertops from you rather than another company?”
If you missed our mega-article on how to come up with a Unique Selling Proposition, or USP, check it out here: How to Create a Unique Selling Proposition for Your Countertop Shop
As a quick refresher, your fabrication shop needs to be known for something. And don’t try to say that you’re great at everything, because being known for everything is just as good as being known for nothing.
What is a specific benefit your customers get when they buy countertops from you? Once you can answer that question, you’re well on your way to establishing a reputation, charging higher prices, and earning higher quality customers.
To help nudge you along towards your Unique Selling Proposition, we’ve scoured the internet. That’s right – we’ve combed through dozens of countertop shop and granite business websites to bring to you 9 examples of USPs.
Sometimes, seeing what everyone else is doing can spark some ideas, so here goes!
1. A unique process
If you truly have a unique process, it can most definitely serve as your Unique Selling Proposition.
Precision Countertops based in Oregon actually has a term for theirs: The Precision Process.
Precision Countertops manages the entire stone process from start to finish. They import it, store it, and cut it themselves, which allows them to keep prices low.
In other words, customers benefit from high-quality results for a lower price. That’s a compelling USP!
Precision Countertops also has several other unique benefits mentioned on their site:
- 30 years of experience
- Largest countertop fabricator in the Pacific Northwest
- Unique and exotic stones imported from Italy, India, Brazil, and Russia
Being one of the largest fabricators in your region is a powerful USP because it instills instant confidence and trust.
When you leave the site, what really sticks with you is that unique process. Precision’s website explains, “We believe in keeping pricing and servicing competitive, and we do that by controlling the entire process in-house. This is a unique model in our industry so we have called it ‘The Precision Process.’”
That sticks with you and serves as a powerful Unique Selling Proposition.
2. Passion for the work
Nixon Granite Installation Services (NGIS) based in Ocala, FL is all about passion. Their tagline is “Pride of work! Passion for Service! Love of Natural Stone!”
Further down on their site, they explain: “NGIS fabricates granite with Pride and Passion, and Love.” On the About page, we see the following line: “[Nixon’s] pride, enthusiasm and passion for the natural stone and acrylic countertop industry separates him from his competitors.”
NGIS has built its business based on the fact that they really care about granite. In a world where many contractors couldn’t care less about the job – and they cut corners as a result – a business built on a love for the work does actually stand out.
NGIS makes it very clear on their website that from the installation to the interactions with employees, every encounter is met with pride, love, and passion for granite.
A few additional unique benefits NGIS showcases on their site include:
- Over 250 color patterns
- All slabs are in-stock and ready for prompt delivery
- Over 20 years of experience
While these additional benefits are nice, your first impression is clear, and it sticks with you – these people love what they do. That kind of pride and excitement can move the needle for a buyer who wants only the best.
3. One-stop shop
A huge headache for new homeowners or those in the middle of a remodel is how many different vendors you have to manage. If you’re your own contractor, you’re probably stressed and overwhelmed by how many different shops and companies you have to stay in communication with.
That pain point is what Ray’s Countertop Shop, Inc. in Glenarm, IL decided to focus on. They offer sinks, faucets, cabinets, butcher blocks, tiles, cabinet accessories, and more.
The first thing you see when you visit the home page is “The One Stop Shop.”
It can be a huge breath of fresh air when you realize that one vendor might be the only one you need to contact for your renovation project. If your shop offers more than just countertops, that could be your USP.
4. In-house fabrication shop
For California Tile & Granite, Corp based in Sacramento, they make it easy to find out what makes them unique. They state it plainly on their home page: “We’re a little different from the rest,” they say. “Our facility is equipped with our very own fabrication shop, where we cut your stone exactly to your specifications.”
They continue to focus on the unique benefit to the customer, which includes a higher level of customization and attention to detail that you won’t find anywhere else.
A secondary USP weaved throughout their website is customization. They want customers to know that the world is their oyster – choose the exact stone you want, and even go so far as to explore edge visualizers, stacked stone, floor pattern tools, and more.
Calling out what makes your countertop shop different in plain terms makes it easy for the visitor to become interested in you. They’re looking for a reason to go with you over the big box stores – a clear USP on your home page is a surefire solution.
5. Credentials and recognition
If your countertop shop has any special credentials or awards, that’s a great Unique Selling Proposition – particularly if your shop is the only one in your neck of the woods that has them!
Smokey Mountain Tops based in Nashville, TN uses its accreditation with the Natural Stone Insutitute as well as some Houzz awards to gain customer trust.
Their work has been displayed on Houzz and won in both the Design and Customer Service categories – hey, if you have the goods, flaunt them!
If you can show outside proof that your work is credible and reliable, it gives customers peace of mind that you’ll do a great job on their countertop project.
6. Innovative products
If you’re offering countertop options that no one else in your area is, it could serve as your USP!
For The Countertop Shop in Monclova, OH, their differentiator is environmentally-friendly countertop options.
On their website, they display front-and-center that they offer sustainable and recycled surfaces. In several places, they mention that this kind of countertop option is emerging in popularity, which makes their shop seem like it’s on the cutting edge.
They also have a few other unique benefits to offer, including precise and reliable service as well as on-time delivery. However, without any kind of gutsy guarantee or proof to back up those statements, these claims can fall a bit flat.
How many times have you worked with a company that advertises on-time delivery just to experience a major delay? However, if a company promises on-time delivery or you’ll receive a $250 Visa gift card… now we’re talkin’!
Developing a Unique Selling Proposition is all about standing out and offering something that no one else in your area is. Challenge yourself to shy away from generic promises unless you can really back them up.
7. Choose a niche
This is the polar opposite of being the one-stop-shop. When you choose a niche, you specialize in something very specific, and customers come to know you for it.
For Artistic Granite & Cabinet Designs based in Conyers, GA, that niche is remodeling existing kitchens and bathrooms.
They heavily advertise their in-house designers who will work with you to create your dream kitchen and bathroom for a fraction of the replacement cost. They also get specific with how they go about doing this, including simple tweaks like adding backlighting or giving existing cabinets a facelift.
By shifting the focus away from the product itself and moving it towards the end result, they’re able to capture their audience. After all, the idea of a modernized kitchen for a fraction of the price is much more exciting than learning they have 200+ granite options.
If you find yourself specializing in a niche, consider advertising it! You’ll become known for it, and it can drive higher quality customers to you who are looking for an expert.
8. Time-saving tech
Mega Marble, based in New York, offers an online showroom that allows customers to view slab options without ever leaving their home.
This time-saving online showroom is equipped with photos and videos of granite, marble, quartzite, and quartz slabs.
They also offer a unique service where customers can send a photo of their kitchen cabinets, and their team will take care of the measurements.
By bringing technology into your countertop business, you’re instantly setting yourself apart. After all, how many other countertop shops do you know of that are heavily into time-saving technology? (Totally unbiased opinion here, but we always think there could be more shops using technology…)
If you have the ability to cut out a step for your customers, such as carving out time in their day to make it over to your showroom, you’ve found your USP.
9. Lifetime warranty
During our research, we found that hardly any countertop shops offer a warranty – or they don’t display it on their website.
However, SolidTops, located on the Eastern Shore, not only offers a warranty, but they offer it for life. Not only that, but they also advertise a 6-day installation.
We also see some other unique features of the company, such as the fact that they’re the only Natural Stone Institute accredited fabricator on the Eastern Shore, and they have a Kohler Authorized Showroom.
All of these unique benefits and credentials help customers move along the buyer’s journey. What objection can you have to moving forward with a purchase when you trust the company? All that’s left is price, but when you offer unique benefits like these to your customers, you can charge more and demand higher quality clientele.
What’s Your Countertop Shop’s USP?
Now that we’ve had a chance to look at several countertop shops across the country, do you have any ideas about what makes your specific shop unique?
What unique benefit or offer do you have for your customers that no one else in your area does?
Let us know what your USP is in the comment section below. Plus, if you haven’t taken a look at our countertop software solutions, you have nothing to lose. Schedule a free demo to test out our countertop quoting software or our scheduling software.