I’ve been hearing for years that a successful business needs to have a USP (unique sales point). The problem is that most businesses find difficulty in identifying what their USP is. And even if they have a USP, eventually they find their competitors doing the same thing.
So instead of losing sleep wondering what your USP could be, far better to think about what your ESP (emotional sales point), could be.
Your ESP is about how your customers feel when they deal with you. How they feel when they use your product or service.
A USP could be – “We have a 24 hour delivery service” The ESP would be – “You’ll be enjoying our product the day after ordering it”
A USP – “Our prices are very competitive” The ESP – “You’ll feel you’ve received value for money if you buy this”
As all good sales people know, we don’t sell a feature (USP) we sell a benefit (ESP).
Customers don’t buy Nike clothing because there made from quality materials, they buy Nike because they want to feel like Tiger Woods on the Golf course or Andre Aggasi on the tennis...
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