unique selling proposition

E502: Marketing You USP

Promote your USP to win more work with the right clients.


Integrate your unique selling proposition into your sales and marketing to help attract the right clients.


  1. Your brand message
    1. Your marketing efforts should promote your USP
    2. Your sales team should communicate it clearly
    3. Tell stories about your USP
  2. Keep your messages and your actions congruent
    1. Be sure that everything supports your USP
    2. Do the actions of you team support the USP
      1. You promote meeting schedules yet fail to deliver the proposal as promised
    3. Be sure everything about your company promotes your USP
  3. Remember to see it from the customer’s point of view
    1. What does your customer think?
      1. Provide stories that mean something to them
    2. Be sure your culture supports your USP throughout the project
    3. Conduct surveys to get feedback on how you are doing

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