The USP (Unique Selling Proposition) answers the question: why should a customer choose this business? On a Novi website the client’s differentiators are shown right on the first screen.
What it means in practice
A USP (Unique Selling Proposition) is an offer’s unique differentiator – a concrete reason why a customer should choose this business over competitors. E.g. “installation within 48 h”, “5-year guarantee”, “the only showroom in town with…”.
Why it matters for your business
Without a USP a business competes only on price. A clear differentiator justifies the price and makes the business memorable. A USP should be true, specific and important to the customer.
Examples and good practice
- Ask customers why they chose you.
- Look for specifics: time, guarantee, specialism, experience.
- Show the USP in the website headline.
- Avoid generic claims like “professionalism”.
How to use it in a sales conversation
Help the client find their USP with the question: “What do customers praise you for most?”. On a Novi website that differentiator goes on the first screen.
