This document discusses unique selling points (USPs) and how defining clear USPs can help differentiate a company's products or services from competitors. It provides examples of effective USPs from M&Ms and Domino's Pizza. The document also distinguishes USPs from unique value propositions. Readers are encouraged to develop their own USPs using a features and benefits comparison chart to identify differentiators and ensure their USP passes four key tests. Lastly, the document suggests using USPs and comparison charts as sales tools.

1. How To Increase Sales
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Unique Selling Point Examples
Our Unique Selling Point Examples below,
are designed to help clients understand exactly
what a Unique Selling Point is and how they
may use the Unique Selling Point Examples to
help differentiate themselves from the
competition. It is important to differentiate
yourself from your competitors, because if your
buyer can see no difference between your
product and service, they most often then use
price as the differentiator. Sales people who
continually struggle with pricing and have to
continually discount, often have simply not yet
learned how to differentiate themselves. Quite
simply a great Unique Selling Point will make sure your customer chooses you and help
improve your sales performance in B2B Selling.
Unique Selling Point Examples – definition
Before proceeding we need to make sure we do not confuse ourselves between the Unique
Selling Point and the Unique Value Proposition. Hopefully the questions in the table below
help simplify this process.
?
?
?
?
UNIQUE SELLING POINT (USP)
What is it about your product or service
that makes it unique?
What is it about your product or service
that differentiates it from your
competitors?
Is the differentiator important enough to
your prospects for them to pay for it?
Is it truly, honestly and genuinely
unique?
UNIQUE VALUE PROPOSITION (UVP)
What value does your product or
?
service deliver to buyers?
What positive outcomes will the buyer
receive after buying your product or
?
service?
Is the outcome important enough to
?
your prospects for them to pay for it?
Is it truly, honestly and genuinely
?
unique?
Whilst the differences are subtle they are important none the less and both can work equally
well in the right circumstances. They are as different as a Feature and a Benefit and because
of this, Sales & Marketing Teams need to understand the difference.
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Which one is right for you? Well I would suggest you have both, because if you are serious
about winning in business, then you need to evaluate what exactly it is you deliver and the
benefit that provides to your clients. You can also use any analysis to feed back to other parts
of your business about how you are positioned in the market.
Unique Selling Points Examples
M&Ms (Product USP)
The milk chocolate melts in your mouth, not in your hand.
This is clearly an attempt to take market share from competitors like Twix and Milky Way.
Domino’s Pizza (Service USP)
You get fresh, hot pizza delivered to your door in 30 minutes or less, or it’s free.
In a crowded fast food market Dominos guaranteed exactly how fast, fast was.
The best way to discover your own Unique Selling Points is to simply draw up a Features &
Benefits comparison chart. Once you have identified any differentiators you can use the 4
questions in the table to double check.
FEATURES & BENEFITS COMPARISON CHART
FEATURE
BENEFIT
FORD TRUCK
CHEVY TRUCK
Fuel Consumption Lower Running Costs
20mpg
23mpg
Engine Size
Power
3.6L V6
3.0L V6
Transmission
Manual / Auto
Auto/Manual
Auto/Manual
Warranty
Lower Running Costs
2 Years
4 Years
User Ratings
Confidence in buying Ranked # 1 for 3 years Average Rank # 3
Please note this table is complete make believe and for demonstration purposes only.
Furthermore I have no financial interest in any truck companies.
A quick glance at the table shows there are differentiators for both trucks and they could
choose to develop Unique Selling Propositions around the following:
Chevy Truck – Best in class fuel consumption, and a best in class 4 year warranty.
Ford Truck – Big engine power matched by big user satisfaction.
Answer the questions in the Unique Selling Point Table below to see if your USP passes the
test.
UNIQUE SELLING POINT (USP)
YOUR UNIQUE SELLING POINT (USP)
What is it about your product or service
?
that makes it unique?
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?
?
?
What is it about your product or service
that differentiates it from your
competitors?
Is the differentiator important enough to
your prospects for them to pay for it?
Is it truly, honestly and genuinely
unique?
In addition to Unique Selling Points many companies develop a more elaborate version of
the Features & Benefits Comparison Charts and use them as Sales Battle Cards to help their
sales people when they are in competitive bid situations. These can also be used as “Leave
Behinds” by sales people after customer meetings.
Once you have completed the Unique Selling Point Example exercise, share the outcomes
with your customers and ask them for feedback. Better still, post your Unique Selling Point
Examples in the comments section below and we will give you some feedback.
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