A Unique Selling Proposition (USP) helps you establish your niche in the marketplace. A carefully crafted USP helps your ideal clients and customers feel compelled to do business with you rather than your competitors, because you are different than the rest. The concept of a Unique Selling Proposition was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. Those companies who used it successfully, made unique propositions to the customer that convinced them to switch brands.
Today, a USP helps you establish what is special about your company or the service your company provides and what makes it better than your competitors. When you do this you can alter “perception criteria” to make a prospect more favorably disposed towards doing business with you as opposed to the company down the street. A truly effective USP not only focuses on what makes you different (internal) but also how you can help your clients succeed.
Once developed the USP should be repeated in your literature and clearly communicated to every member of the team. Have you ever patronized a particular location and it seemed like everyone was in synch, and very focused on customer service? It doesn’t happen by accident. Companies who have trained staff members repeatedly to help demonstrate in actions the USP of a company, have higher customer retention rates and a more stable workforce as well. If you’re living the USP, then you should be getting and keeping more customers.