Do you use USPs or UBPs to convince your customers to buy from you?

If you are in the business of trying to persuade your customers to buy from you (and if you are in business then that is probably a big YES) then you will have more than likely heard of something called Unique Selling Points (USPs)

These are what set you apart from your competition and help you stand out in the crowd.

In theory!

USPs are supposed to be specific to you and your business (hence the word unique) they are supposed to help you sell more of what you do (hence the word selling) and they are supposed to be concise (hence the word point)

That is what USPs are in theory, but in practice do they really help you stand out in a crowd and set you apart from your competition?

I recently worked with a client of mine and I asked them to list their USPs. After much consideration, their list contained points such as “we have a wide range of experience” and “we have flexible, friendly staff”.

In addition, they talked about how long they have been in business, and how many offices they have around the country.

They were quite happy with their USPs, but I’ll ask you the same question that I asked them – Would you buy from that company based on the USPs just listed?

After a moment to consider, their answer to that question was a navel-gazing No.

The main point to this is why? Because there was actually nothing unique about any of their selling points – in fact, a dozen companies doing what they do would have probably listed broadly the same USPs.

And another thing, the biggest problem with most selling points is that they tend to talk about yourself and not your customer.

Consider this – who is your customer more interested in, you or themselves? Themselves, of course, and there’s nothing wrong with that.

Deep down, most customers don’t really care about what we do; they only care about how we can help them get the results they want.

Put another way, all customers really want is to buy what can help them achieve the results they want.

So turn your selling points into buying points – think about the results you help deliver for your customers, and make a list of them instead.

You’ll be well on the way to turning your USPs into Unique Buying Points – and every customer much prefers to buy rather than be sold to!


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