So instead of losing sleep wondering what your USP could be,



far better to think about what your ESP (emotional sales

point), could be.

Your ESP is about how your customers feel when they deal

with you. How they feel when they use your product or

service.

A USP could be - "We have a 24 hour delivery service"

The ESP would be - "You'll be enjoying our product the day

after ordering it"

A USP - "Our prices are very competitive"

The ESP - "You'll feel you've received value for money if

you buy this"

As all good sales people know, we don't sell a feature (USP)

we sell a benefit (ESP).

Customers don't buy Nike clothing because there made from

quality materials, they buy Nike because they want to feel

like Tiger Woods on the Golf course or Andre Aggasi on the

tennis court.

They don't buy Microsoft products because of all the

research they've done, they buy them because they feel good

about them.

Start to think what your ESP is. What does your product or

service do that makes your customers feel secure,

comfortable, acceptable to others, admired, stylish,

wealthy, important, happy, relaxed or sexy.

For those of you selling engineering or technical products

and think this isn't for you - think again.

Some years ago I worked as a Sales Engineer for Loctite

industrial adhesives. On several occasions I proved to

engineers through numerous tests, how my product could save

time and money over the assembly methods they were using.

Many engineers agreed with all the test results however they

often rejected the product on the basis that it didn't FEEL

right for them.

I realised then that I needed an ESP to overcome this

resistance.

So there you have it - always remember that a customer will

make an emotional decision before a logical one, whatever

they're buying - so what's your ESP?