I've been hearing for years that a profitable enterprise needs to possess an USP (exclusive sales point). The problem is the fact that most businesses uncover difficulty in identifying what their USP is. And also if they have an USP, eventually they find their competitors undertaking exactly the same factor.

So as opposed to losing sleep wondering what your USP could possibly be, far far better to take into consideration what your ESP (emotional sales point), may be.

Your ESP is about how your buyers feel once they handle you. How they really feel when they use your item or service.

A USP could possibly be - "We possess a 24 hour delivery service" The ESP would be - "You'll be enjoying our item the day immediately after ordering it"

A USP - "Our rates are really competitive" The ESP - "You'll feel you've received value for cash in the event you buy this"

As all excellent sales folks know, we don't sell a function (USP) we sell an advantage (ESP).

Buyers do not get Nike clothes simply because there produced from high quality materials, they get Nike due to the fact they want to really feel like Tiger Woods on the Golf course or Andre Aggasi on the tennis court.

They do not buy Microsoft goods since of each of the analysis they've carried out, they buy them simply because they feel very good about them.

Commence to assume what your ESP is. What does your item or service do that tends to make your customers really feel secure, comfy, acceptable to other individuals, admired, stylish, wealthy, important, content, relaxed or attractive.

For those of you selling engineering or technical products and believe this is not for you - believe once more.

Some years ago I worked as a Sales Engineer for Loctite industrial adhesives. On a number of occasions I proved to engineers by way of quite a few tests, how my product could save time and cash over the assembly techniques they had been making use of.

Numerous engineers agreed with all the test results nevertheless they often rejected the product on the basis that it did not Really feel right for them. I realised then that I required an ESP to overcome this resistance.

So there you might have it - constantly remember that a customer will make an emotional decision before a logical a single, whatever they are acquiring - so what's your ESP