Unique Selling Points (USPs) are what differentiate your products or services from your competition.

I recently wrote about the importance of having a concise Elevator Pitch which is a hook to establish if there is any interest in your organisation.

Another important element in any organisation's sales and marketing strategy is defining and knowing your Unique Selling Points - your USPs.

Your Unique Selling Points are why customers should buy from you instead of your competition.

Defining your USPs allows you to fully understand your differentiators against your competition.

Unlike your Elevator Pitch, your USPs can be extensive rather than concise.

This allows your USPs to contain elements that are unique against some competitors (but not all) and hopefully, they are extensive enough to cover all your competitors.

When someone asks you what is unique about your proposition you should have enough information in your USPs to be able to answer in a confident way selecting elements from your USPs that are important to that potential customer.

Our USPs are in bold, in this statement: 

A Pabasso board consists of a maximum of 12 CEOS/MDs of established businesses from non-competitive sectors who are on a journey of some kind and want to make that journey easier. Our members typically but not exclusively have circa 10-250 employees. It is chaired by an experienced business leader who facilitates the monthly ½ day group meeting in which we discuss business challenges and we always include a relevant speaker. The Chair also provides individual support in a monthly 121 with each member and ad hoc support is available at any reasonable hour. Membership is reasonably priced and Members get great value from the experience, expertise and support from the Chair and from within the group.

Do you know why customers should buy from you?

We currently have a vacancy in one of our Yorkshire-based Pabasso – Peer Advisory Board Associates boards so if you would like to know more about how we at Pabasso – Peer Advisory Board Associates help leaders of established businesses progress through shared experiences, expertise, and support, please do not hesitate to get in touch. 

If you would like to know more about how we at Pabasso – Peer Advisory Board Associates help leaders of established businesses progress through shared experiences, expertise and support, please do not hesitate to get in touch.

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