Developing a Unique Selling Proposition

Publish Date: 
Aug 28, 2012
By Mary Slepicka

THE USP - unique selling proposition (also sometimes called unique sales proposition or unique selling point) - must be a concise yet powerful statement that identifies the benefit you bring to your customer base. It answers the question, "Why should customers buy from you over anyone else?"

Questions to consider when developing your dealership's Unique Selling Proposition:

IDENTIFYING YOUR CUSTOMERS.

  • Who is your target customer?
  • What are your customer's needs/problems? (Be careful not to input your perspective; rather, do some customer research to truly find out what their needs are.)

"It is common to think of yourself as a consumer and use your views as part of a consumer target group. This is where you go wrong; a large part of your true target group might have a totally different view,” says retail consultant Jens Welling.

IDENTIFYING YOUR SOLUTIONS.

  • Why does the customer need/desire the product or service you sell in the first place?
  • How does your dealership resolve the customer needs as you have identified them above?
  • What can you guarantee?
  • What key benefits do you provide?
  • What makes the services/products you offer DIFFERENT from those of your competitor? Do you have the most extensive line of merchandise? The most knowledgable sales or service staff? Brand exclusivity? Best loyalty program?

Additional resources:

Entrepreneur Magazine: Definition of USP

USP in Retail

Ten examples of Unique Selling Propositions

Unique Selling Propositions Drive Profits and Loss