The Problem with USPs and How To Use Them the Right Way
After going through all the trouble of creating a decent USP, most people still don’t use them the right way. In this video Erik Luhrs explains how to use a USP correctly to drive up sales conversions.
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Eric,
Great job here that will help people think about their USP in a entirely new way that will help them generate more leads and sales. Awesome!
Erik, this is so true! I’ve been talking to real estate agents about just this thing. I called it the “creative answer” to the question of “what do you do” (because when agents say “I’m a Realtor” most people shut down). It’s awesome that someone is finally taking this concept out to the business world. I can’t tell you how many networking events I’ve attended where people just didn’t get this concept. I’m looking forward to much livelier conversations now that your message is out there. Thanks!
You know Erik, I’ve got to be honest with you. I have watched a lot of videos, read lots of sales pages, and extremely long emails. About a ¼ of the way through I’m almost lying back in my chair, rolling my eyes and gritting out something that resembles AUGGGGG! And hearing nothing more than bla bla sells, bla bla clients, bla bla bla.
Let me just say, WOW! GOOD STUFF. I had to grab paper and take a few notes. It got my mind rolling with ideas of how to apply what you’re talking about, loved it! I can’t wait to finish watching the videos. This time I’ll have paper ready before I start the video.
Reprint of comment on this blog from LinkedIn group member:
Engagement is everything. As you so aptly stated, it is about he “Prospect” and learning more about his/her needs and how you can deliver a USP that is client-centric. In the Staffing & Recruiting space, the traditional “hook” is the …..I have the perfect candidate for you!. That is when the Prospect shuts down and politely excuses themselves. It’s all about perceived value and the solutions that you are able to bring to the table, as well as timing. Unless there is a perceived relationship or reason to partner with your firm, there is no reason to engage. Intuition plays a big part in this process!
Cheers,
Joni Fisher
Fisher Search Group
I have always used the so-called 30 seconds allotted for my “elevator speech” to create relatedness rather than just tooting my own horn. With all the noise in the air about elevator speeches, I’ve been rethinking the process but have not been as successful in my networking.
Thank you for reaffirming that the USP is something you can use to create a conversation, a dialogue rather than a monologue. By actively listening to what others say to me first and asking questions about their business instead of just offering something memorized to have benefits and a hook, I can tailor what I have to say to what they are looking for and be far more successful.
What a cool insightful little video.
I have instinctively keep my answer to “What do you do” short and broad because I hate being on the receiving end of the 30sec sales pitch myself. But I had not considered framing it in a way which demands a response, mine was more of a “I’ll keep it short and sweet, if you’re interested you’ll ask more, and if you’re not I won’t waste our time” sort of thing.
I am now mulling over how best to answer that question in a way which makes people curious enough to ask at least one more question.
Thank you!
Joanne,
Thanks so much for your thoughts. Yes, most people try to keep their pitch brief, and that means that they pack it up and throw it out. And they forget that its all about building relationships, and the only way to build a relationship is to start a conversation…which is the real purpose of your pitch!
If you’d like some advice on your pitch, please let me know.
Thanks again!
Erik,
Great low key style. Great concept too. Now I’m wondering what my questions need to be…hmmmm.
Great ideas, great low key non threatening delivery. You’re like a pal at the bar with something to say while we drink our beer.
D
The trouble with USP’s and elevator pitches is while you are delivering them you are not listening.
Focus on finding the buyer’s problem, and then match your product as a solution to that problem.
Mark Allen Roberts
http://www.outbsolutions.com
Hi Erik, I agree with what the others have commented on but would clarify the tail end of video so that–as you state–you need to (part 1) frame what you do into a single OUTCOME (not the objective, but the outcome or result of what you do) and then (part 2) share a hypothetical or real scenario of a past client or of your own. For example (and I’m trying this out new since I just joined a new company so bear with me): I help people make their technology and data work for them, not the other way around (part 1). For years I felt like I gave all my time to my CRM system, but never got out even a fraction of what I had put in. Now I work someplace that flips that equation to the benefit of the person who wants to do her job better. Have you ever felt like that? (part 2)
I’m curious, Erik, if I grasp what you were trying to teach. And, secondly, if my suggestion on how to express your USP and engage a prospect in a conversation is on target.
Great job Erik!
It is amazing how many people in marketing, have so little understanding of it. I have always treated the USP as they tool to get the prospect to the next communication, the next exchange of thought. No more.
At the same time, it needs to initiate differentiation, and have a correct message to market match, or in this case, query to market match.
Well done
Ron Davies
Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now keep it up!
Thanks much!
Great video. Make me think about my own USP I've been creating for my new coaching business. It may be too wordy. Should simply be here is who I am and the unique benefit I can provide you. I am going to take a new stab at getting it right.
Do you have any examples of great USP's you might post so others can see examples?