6 years ago
February 6, 2018

How Do You Create a Unique and Impressive Selling Proposition (USP)?

As sales recruiters, we know that having a strong unique selling proposition (USP) is a very important sales tool. When crafted the right way, it can be a key differentiator for…

Rhys Metler

As sales recruiters, we know that having a strong unique selling proposition (USP) is a very important sales tool. When crafted the right way, it can be a key differentiator for you and help your customers understand why you are the best option.

While it can take some careful thought and deliberation to get it just right, choosing a USP can be one of the most important sales decisions. Being able to make your products, services, and brand stand out from the rest of the options can make selling easier.

Here are some tips to create a strong and effective unique selling proposition to attract customers and improve sales results:

1. Answer “Why Should I Buy From You?”

This is the main question you need to answer within your USP. If you don’t answer this question right away, your customers will look at alternative options. At the end of the day, customers want to know what makes you unique and why they should choose you over other options.

2. Narrow Your Target Audience

You can’t sell to everyone. In fact, you can’t sell to most people. You need to hone in on your target audience and speak to them. They are the people you want to engage. Avoid writing catch-all USPs. They won’t catch anyone.

3. Make It Clear and to the Point

Avoid trying to be highbrow or technical. Use clear and concise language that gets your message across quickly with as few words as possible.

4. Address a Demand in the Market

Where are the opportunities in the market? Are there products or services that are in demand and not being offered? Focus your USP on addressing an untapped demand. You don’t need to reinvent things. Address an area where opportunity exists.

5. Don’t Have a USP?

Don’t worry if you don’t have a specifically designed USP as part of your sales strategy. Many don’t. Start by researching opportunities in the market and how you can uniquely address them. You probably already have a good idea of what makes you unique. Use that as a basis to start working on your USP.

Creating a unique and impressive selling proposition can be the difference between success and failure. How good is your USP?

More Sales Tips and Strategies from Sales Recruiters

4 Smart Ways to Target and Connect with Sales Customers

No Sale?! 5 Common Sales Objections and How to Overcome Them

Sales Talent Is Overrated! 5 Ways Sales People Can Practice Selling


SalesForce Search is a sales recruiting company which specializes in the recruitment and placement of sales professionals. We recruit salespeople in every sector of the economy including, software, manufacturing, financial services and medical devices. Find the right salesperson for your organization, start your search here.

Rhys Metler

Rhys is a tenacious, top performing Senior Sales Recruiter with 15+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and daughters, BBQing on a hot summer day and tropical vacations.