Unique Selling Points (USP)





Your Experience
Your Solution

The consumers aren’t getting the message!

Take the time to find out exactly WHOM your consumers are. Once you get to know them, you’ll know what to say to them!


Target consumer group

Your first job is to find out who your consumer “target group” is. In retail, the consumer is everything. Without knowing whom your target group is, you risk running in the wrong direction. 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. It is crucial that you really make an effort to find the true profile of your consumer target group.

Finding the USP

To generate a flow of customers, they have to understand what benefits they get from your product. Think WHY the customers should buy your type of product? Why should they choose your product over another? It can be very difficult to find the USP’s (Unique Selling Points). I suggest you read newsgroups; Talk to customer service; Buy a range of competing products and install them all; Read all reviews on similar products; Let your Mother install the products. Leave no stone unturned. Lastly, try showing your product to a professional marketing company like MissonRetail who has methods to find the USP’s; almost all products have something Unique about them, you just have to know where to look.  
If price makes the USP, then you’ll want to use that, but that alone does not necessarily make the product attractive. Why does the customer need it in the first place?  
Advertising agencies are great for transforming your USP’s into powerful advertising, with the right information. If you give them the wrong consumer profiles and/or less important USP’s you might only sell a fraction of your potential sale.

Jens Welling


The author of this article Jens Welling has worked with retail purchase, retail sales and retail marketing over the last 15+ years. Jens Welling has written a number of articles as a good source for any new and established company who want success with retail sales. Below are short descriptions and links to other articles.

Why You Have To Do Your Homework
Selling through retail is one of the toughest sales channels there is. Reactions come instantly. There is no mercy for mistakes in retail sales. One word covers what you need: Preparation. ...Read more

Choosing Sales And Distribution Channels
Make the right choices from the very beginning. Group the sales channels and start with the companies that fit your size and that do not compete head-on with each other. Use the distribution channels actively to get contacts inside the sales channels....Read more

Category Management
Learn to understand and use Category Management to your advantage and earn money....Read more

Unique Selling Points (USP)
Take the time to find out exactly WHOM your consumers are. You need to find your Unique Selling Points (USP). Once you get to know them, you'll know what to say to them!...Read more

Price Strategy
Right from the beginning, you have to be aware that On-line stores will “dump” your prices if you are not in control. Base your price strategy on your long-term goals: Where you want to sell the most products....Read more

What The Buyer Wants To Know
The buyer does NOT want a lot of information. He/she is living in a very high-paced environment and only wants your information in brief bullet points. Follow some simple rules and you will give the buyer what he needs....Read more

Exit Strategy
You must prepare your business for the anticipation risk of large quantities of products to be returned. You need an exit strategy. The returned products can be used to create new sales channels and partnerships, turning this somewhat hopeless situation into a profitable one....Read more

Price Setting
Consumers have psychologically priced a product with a certain amount that they are willing to pay (price point). If you exceed their psychological value, you risk failing in retail....Read more

Negotiation Tactics
It is obvious to focus on price as a sales factor. However, help yourself by prepare for negotiation tactics by highlighting the other Unique Selling Points (USP) - and at a minimum explain the price per performance compared to competitors....Read more

Rejection From Buyer
The buyer can reject you for several reasons. You must talk to the buyer to find out exactly WHY you got rejected.....Read more

Marketing Strategy
Selling to a retail chain often means you have to advertise in their catalogues, newspaper ads, etc.
This alone does not create a brand; you must also supplement the retail advertising with your own marketing strategy....Read more

Education Management
Your energy must focus on the stores (retail training). Face-to-face education is the most effective but also the most time-consuming and expensive....Read more

What retail warranties are you ready for? Depending on your sales channels, you must consider the quantity of products that may be returned...Read more

Building A Brand
You must raise the consumers' awareness and perceived value of your product through brand development.
Once you do this, consumers can and will identify your product as a brand....Read more

A high tech vendor will eventually have late delivery of products regardless of penalties. So what should a vendor do when the logistics fail?...Read more

Keeping Your Store Sales Alive
Keeping your retail store sales alive is a never-ending process....Read more

Product Development
One of the advantages to having a relationship with the sales channels is that you can discuss future product development....Read more