Why should a potential customer hire you over your competition?

1. What is a Unique Selling Proposition
   1. A differentiator
   2. What you do better than others or that others don’t do
   3. Is is something that is valuable to your customers
2. Understand and develop yours
   1. What is your USP?
      1. Quality, customer service, price, experience, knowledge, ???
   2. Convert it to benefits
   3. It must be important to the customer
3. Promote and sell it
   1. Be sure to tell all your prospects – you may need to educate them
   2. Put it in your proposals
   3. Consider an over-the-top USP or promise

Key Questions:

1. What is your USP?

2. Does it matter to your customers?

3. Does it stand out?

4. How can you improve it?

Take-Action Items:

1. Clearly define your USP

2. Educate your staff and customers

3. Promote and sell it