3d • General discussion
Unique Selling Point (USP)
You hear business coaches talking about USP's all the time, but USPs only matter when you’re at the impact level.
Below that, they are a waste of words.
They talk about you, not your customers problems.
Customers don’t buy slogans, they buy solutions, solutions to their problems.
Focus on their external problems (what’s wrong or needed on their car) and their internal problems (what’s worrying them about it).
Address those first.
If you’re stuck in sales, squeezed on profit or fighting flaky systems, don’t polish a promise — Off er solutions the their problems, speak directly to their pain.
Richard Farleigh thinks USP's are unesscesary he suggests that you either: disrupt, discover or defend. You disrupt with price or product. (external problem)
You discover what customers actually need. ( internal problem)
You defend margin and reputation with systems.
Simple. Sharp.
If you can’t sell and serve consistently, a clever USP is just a waste of words.
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Unique Selling Point (USP)
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