Unique Selling Propositions – USP – are often presented as the strongest benefit for a given product or service within a targeted segment of accounts. Many sales consultations “yak” about how you must have a USP and without it you will rapidly move into the commodity sales trap.
Well, that is find and dandy if you only sell one product or service to this targeted group of accounts. The truth is often the product is not unique or different from your competition. Now that is a dilemma. If we are selling the same things, how do you separate yourself from the competition?