As a salesperson, you need to have the utmost confidence and belief in the product or service you’re selling. If you don’t believe in your product, it’s likely the prospect won’t believe in it either.
So, how can you speak confidently about your company and product?
The answer: a well-crafted and rehearsed unique selling proposition.
What is a unique selling proposition (USP)?
A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition. It’s used in the early stages of the sales process (e.g., prospecting, cold calls, and trade shows) when prospects ask questions like, “What company are you with?” and “What do you do?”.
What’s its purpose? It’s to inspire some level of curiosity in your prospect and to bridge the gap between “I’ve never heard of you before” to “Okay, let’s hop on a quick call.”
In sales, a USP should be used as a verbal tool — the unique selling proposition is best used in conversation with a prospect. The unique selling proposition is an exclusive value proposition to the prospect you’re talking to, and it should be created with that specific person in mind.
How to Write a Unique Selling Proposition
So, you’re ready to create a unique selling proposition. The first step is to think about your audience and which of the product’s benefits are most valuable to them. Ideally, you should create a variety of unique selling propositions depending on who you’re talking to and what they’re looking for.
Since the unique selling proposition is a verbal tool, it should only be written when you’re getting ready to rehearse it. Here are a few other things to keep in mind when creating a USP.
1. Be unique.
If you create a unique selling proposition that a competitor could use for their product, it’s time to go back to the drawing board. Your unique selling proposition should be entirely unique to you, your company, and the product or service you’re selling.
The USP will include the strengths and benefits of the product that distinguishes it from the competition.
2. Be 100% committed and rehearsed.
Unique selling propositions should not only be unique to the company, but they should also be unique to you. You’re showcasing yourself and your product or service. And your enthusiasm and authenticity should shine through during your USP.
The unique selling proposition will fail if it doesn’t seem to come across as if it’s unique to you. Rehearse the unique selling proposition. It gives you confidence and, in turn, the prospect will be confident in you. They’ll walk away from a successful USP excited to work with you and to learn more about your product.
3. Sell the post-sale environment.
Great salespeople don’t sell just a product or service …. they sell the post sales environment: after all, this is the real value of what you provide. What does this mean? It means your unique selling proposition should be about the world your customer enjoys or the reality they’ll see after they purchase.
For instance, the process of buying a new car can be tedious and less than enjoyable. But, people like the experience of driving a brand-new car. A successful salesperson communicates the benefits and value the prospect will gain once they buy the product or service.
You’ll know if your unique selling proposition worked well if the prospect laughs, smiles, or asks a question. This often means they engaged with the USP and believe in what you’re selling.
If the prospect says something along the lines of, “Oh, I see” or “I understand” and they don’t express their interest in what you’re selling, then the unique selling proposition wasn’t effective.
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