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Sprout - The value of USP's

Sprout - The value of USP's

Date: 2014-03-14
Unique Selling Propositions (USP's) are the benefits presented by a seller to demonstrate that their product or service is different from and better than that of the competition.

What is it about your company or product that stands out from the rest? We would all like to believe that our products or services are better than our competitors, but what is the "X-FACTOR" your company has that will encourage a potential client to use you instead of the 'other guys'? Or what is it that you do for your current clients that keeps them loyal to you?

Once you have identified these USP's in your business, it is time to communicate this relentlessly. They are what all marketing campaigns are built around, company cultures based on and what sales teams preach about.

A key part of your marketing plan must be to research what your competitors are doing, what your customers want and how you can differentiate products and total offerings. Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully.

Research it for yourself or get a professional in to assist. Either way, it must be your starting point.