If you hope to stand out in the marketplace, you need to be clear about what makes your product or service, your business and yourself different and better than your competitors. This advantage must be substantial and it must be benefits based. You need to be clear about that in your own mind, in your marketing materials and in your sales process and presentations. This is your Unique Selling Proposition (USP).

To identify your USP you need to examine what you offer, what you bring to the table, in the context of how it will benefit your customers.

To communicate your USP effectively you need to be very clear and concise about the benefits that will accrue from choosing your solution.

Emphasize your USP in your marketing materials and in your proposals. Make it easy for your customers to see why it is to their advantage to accept your proposal and to work with you as their trusted advisor.

Happy selling!

Pat Hassett

P.S. Tell your friends.