The term "U.S.P." stands for "Unique Selling Proposition." In other words, why should people do business with you instead of the competition? What's different about your business, what is the reason people should to business with you, what is your competitive advantage?
When most business people are asked this question, they do not have a ready reply, and this is a classic mistake. You have to develop a U.S.P. and live by it. In other words, your company should promote it, your suppliers should know it, and most of all your employees should know it and live by it. If you can't live by your U.S.P., then maybe it's not the right one for your business. I believe that a successful U.S.P. is one you can be comfortable with.
Keep in mind you U.S.P. doesn't have to be a new creation "brand new to mankind." It just has to be something unique in your industry
Some questions to ask yourself when developing your U.S.P. are:
1. What do you do best?
2. How can you make this a unique, clear statement about your business?
3. Is this a characteristic that is attractive to your customer?
4. Does it exist somewhere else? If so, how can you diversify to make it unique?
FedEx: "When it absolutely, positively has to be there overnight!".
Avis : "We're number two, we try harder."
