Unique Selling Proposition

            I know of three stone fabricators that have all done business for years on the same block in a midsize town in Wisconsin. After years of a peaceful co-existence the market got tough and  one of the shops decided to put a sign in the window saying: "We make the best stone countertop is town."

            Not to be out done the second shop soon put a sign in their window proclaiming: "We make the stone countertops in Wisconsin."

            Finally, the third shop put a sign in their window saying: "We make the best stone countertops on the block."

Entrepreneur magazine defines Unique Selling Proposition as The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. Your USP is the reason your customer buys from you and not your competition.

            You need to find a unique selling proposition that gives your prospects a reason to buy from you. It is best if your competition cannot easily or quickly duplicate your USP.

Without a USP the prospect can only make their decision based on price.

            To develop your USP you need to understand what you do that is different than your competition. 

If you have a number of different kinds of competition you may need to develop several different USPs to deal with each of the different types.