A Unique Selling Proposition (USP) is an essential component to the long-term survival of a business.
"Why should I buy from you instead of business X?" is a question that every business must readily be able to answer. A business that takes the time to establish a USP (or several USPs) can educate its client about what differentiates it from its competitors.
A USP enables a business to escape the trap of competing solely based on price. A business whose price is the lowest, and depends on volume to achieve profitability, is not sustainable.
Identifying a USP is, however, not enough. A business must ensure that all employees know and can convincingly speak about the business' competitive advantage. Every employee, regardless of job title, must be a salesperson.
Once established, a USP is not static. It must continually be refined. New USPs have to be identified to ensure that a business always stays ahead of the competition.
A USP is a significant contributor to the viability of a business.
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