To be a successful salesperson, you need to commit to what you’re selling.

Basically a salesperson needs to believe and be confident in the product or they’re selling.

Because If you don’t believe in the product, the prospect won’t either.

And to be confident in your company and product, you need a unique selling proposition.

So keep reading to learn all about it.

What’s a USP?

A unique selling proposition, also known as a USP, highlights parts of your product that helps it stand out from competitors.

And for a USP to be effective it needs to represent:

  • Your brand’s values
  • Elements that makes your company’s offers stand out

This is done with:

  • What your company stand for
  • How this benefits your customers

So, when creating your company’s USP, include the following:

  • The products or services you offer
  • Offers that benefit customers that competitors don’t offer
  • Your target customer
  • Customer’s problems that you solve

When is a USP used?

A USP is used in the beginning stages of the sales process, like when:

  • Prospecting
  • Cold calling
  • At trade shows

This is when prospects ask questions like:

  • What company are you with?
  • What do you do?

Why is a USP used?

A USP is used to help make your prospect interested and want to learn more.

And in sales, a USP works best when having a conversation with a prospect.

So create a unique selling proposition:

  • For your target customer
  • That you know would interest them

Writing a Unique Selling Proposition

When creating a unique selling proposition, start by thinking about:

  • Your audience
  • Which benefits of your product they value most

You can create multiple unique selling propositions depending on the types of audiences and what they want.

Also think about the following when creating a USP:

Differentiating qualities

A unique selling proposition isn’t unique if a competitor can use it for their product.

Remember, unique selling propositions should be unique:

  • To you
  • Your company
  • The product or service you’re selling

And the USP should also have product strengths and benefits that help it stand out from the competition.

Being clear and confident about talking points

Unique selling propositions should be unique to you.

Meaning you’re showing off your product or service yourself.

So your enthusiasm and authenticity should match your USP.

But it won’t work if your USP doesn’t seem unique to you.

Just make sure to rehearse to gain confidence and prospects will have confidence in you.

They will even forget other USPs to work with you and learn about your product.

Hyperbole

Unique selling proposition should have a lot of hyperboles.

For the USP, hyperboles are just words which are obviously used for exaggeration.

So when describing your product, a few examples of words you can use include:

  • Only
  • Greatest
  • Best
  • First
  • Favourite

Doing so appropriately shows the enthusiasm and belief you have in your product.

For example, don’t say:

  • We help customers

Say this instead:

  • Our customers demand the best and that’s why they hire us

Salespeople don’t like using hyperboles, fearing it comes across as too sales-y.

But speaking in this way about your product communicates how proud you are of it.

Note: Just remember talking in an exaggerated manner about your product is easy, when you believe what you’re saying.

Customer benefits

Salespeople shouldn’t sell a product or service, they should sell the experience.

Meaning your unique selling proposition should be about:

  • Experience your customer will enjoy after making the purchase
  • How the purchase will make their life better

For example, buying a new car isn’t enjoyable but the experience of driving a new car is.

So tell prospects about the benefits of buying the product or service, not their features.

And if prospects laugh, smile and ask questions, then your unique selling proposition works.

Because they are engaged with your USP and believe in your product or service.

But if prospects don’t seem interested in what you’re selling, your unique selling proposition didn’t work.

Note: Unique selling propositions don’t work as well with email and should be communicated over the phone or in-person.

Conclusion

A unique selling proposition increases your chances of taking the prospect towards a purchase.

So now it’s over to you.

Tell me the steps you take when deciding on your USP?

Let me know in the comment section below.