E501: Ask Coach – Determining Your Unique Selling Proposition

Determine you unique selling proposition and build your culture and brand around it.



Q: How do I determine the what my sales pitch should be?

A: Determine your unique selling proposition and brand around it.


  1. What is a unique selling proposition?
    1. It’s what you stand for and how you operate
      1. Easy to work with / transparent / quality / speed / thoroughness
    2. Can be more than one but make one a priority over the rest
    3. It should be what you do and others don’t
  2. Defining your USP
    1. Look at your values – how do they fit
    2. Look at what you love to do – how does that fit
    3. Look at your market – what do your customers want / what are others not doing
    4. What are your strengths
  3. Expressing your USP
    1. Build your culture and brand around your USP
      1. Everything you do should reflect your USP
    2. Educate your entire staff on what it means
    3. Create stories to educate everyone on your USP

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