UNDERSTANDING USP AND UVP
There are two invaluable concepts you must master to understand what you’re really selling and what your customers are really buying from you: your unique selling proposition (USP) and your unique value proposition (UVP).
Your USP is what is unique about the service or product you provide, in essence, the unique advantages you offer the customer. When talking about your product or service, your salespeople will emphasize the features and functions that create USP, differentiating your product or service from the competition’s offering.
Your UVP is the specific value or benefit for the specific customer or prospect to whom the service or product is being offered: the overall package as it benefits or helps the recipient. ...
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