Sales Dictionary
Unique Selling Proposition (USP)
Definition
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
Deep Dive
A Unique Selling Proposition (USP) is a distinct factor or consideration that sets a product or service apart from its competitors, providing a compelling reason for customers to choose it over alternatives. It's a clear, concise, and benefit-driven statement that highlights what makes a company's offering superior or different, addressing a specific customer need or pain point in a way that rivals cannot or do not. A strong USP goes beyond mere features; it communicates a unique value or benefit that resonates deeply with the target audience.
Examples & Use Cases
- 1Volvo's longstanding USP has been "safety," focusing on its superior crash protection and advanced safety features.
- 2Domino's Pizza famously differentiated itself with "You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."
- 3FedEx's original USP was "When it absolutely, positively has to be there overnight," highlighting unmatched speed and reliability.
Related Terms
Value PropositionCompetitive AdvantageDifferentiation