What makes a USP good

Unique selling proposition: What distinguishes you?

There are competitors everywhere. At school, in training or at university, at work and also when you start your own business with an idea. You have to constantly try to assert yourself, to assert yourself and to show what sets you apart from everyone else. You need one unique selling pointto draw attention to yourself and to attract attention in the hustle and bustle. Both companies and employees find it difficult here. Many don't worry about what makes them different from others, although it can be an important step towards success. We show, Which unique selling propositions can make you stand out from the crowd ...

➠ Content: This is what awaits you

➠ Content: This is what awaits you

Unique selling point for companies: What do you only offer?

For companies it is an important success criterion: What is ours Unique Selling Proposition (USP) - or in German the unique selling point. It helps to find its place in the market and, above all, to win customers.

After all, it is one Core task any business model to convince potential customers that one's own products or services are worth ignoring the competition. The unique selling point is the image that a company shows to customers and should therefore if possible authentic and honest be. These four examples show what a unique selling proposition can look like.

  1. They offer something unique

    Exclusivity is a classic unique selling point. If you manage to offer something that cannot be found anywhere else, you create a market that has not yet been competitive. There are two difficulties to be overcome:

    You have to have a corresponding idea and develop a product that does not yet exist and you have to convince customers of this innovation.

  2. They are cheaper than the competition

    Especially when your company is in competition with a large number of competitors, the price can be the decisive argument for a customer's purchase decision. This is all the more true, the more similar your offers are to those of the customers.

    If you succeed in positioning yourself here with the cheapest price, many customers can be won over from the competition.

  3. They are more expensive than the competition

    It can work the other way around, however. The cheapest alternative is not always in demand. In some areas, customers equate higher price with better quality.

    In the case of technical products, for example, many buyers suspect that lower prices are due to poor workmanship, less performance or cheaper materials.

  4. They are particularly customer-friendly

    Not every buyer only pays attention to the price; for many, customer service is just as crucial. If you feel well advised on your purchase and have been able to obtain all the relevant information beforehand, nothing stands in the way of a purchase.

    Service also plays an important role after the purchase. Dealing with questions, problems and complaints can have a profound impact on a company's reputation. Buyers remember very well whether they received quick help - possibly even a replacement - or whether they were just put off.

Finding a unique selling point: this is how it works

The own profile is a book with seven seals for many workers. The challenge of analyzing your own strengths and weaknesses is almost inhuman. Then you should also find out which unique selling point defines your own work or personality? It's not that easy, but it's not an impossibility either.

The problem that all job seekers who want to improve their application with a USP (Unique Selling Point or Unique Selling Proposition) are initially faced: Their own qualifications and characteristics can only be difficult to compare with those of other applicants. After all, there is no way of knowing who is applying and what talents and strengths the others bring with them.

In order to find out your personal unique selling point, this comparison is not even necessary at first. The first step is Reflection and analysis of your own person. How do you work? What are you particularly good at? What do you bring to a company that will be decisive for future success? After answering these questions, you will get closer to your USP.

Try yourself out for self reflection different point of view consider. This can be friends and family who provide advice and feedback. Where do others see your greatest strengths and characteristics that set you apart from others? This external image does not always coincide with your own views, but still provides important information.

Always keep yours too potential employer in mind - After all, you want to convince them of yourself with your unique selling proposition. Always make as specific a reference as possible to your future work or the company for which you want to apply. In this way you not only find your unique selling point, but also use it immediately for a successful application.

Unique selling point in the application: formulate correctly

Finding a unique selling point is one side of the coin, but this also needs to be properly packaged in order to achieve the desired effect for the HR manager. With the unique selling proposition in the application, many find it difficult to find a job and do not know what to look for in the formulation.

You should pay attention to these points in order to avoid the USP in your application to use correctly:

  • No general phrases. In the wording of your application it should be clear that it is a unique selling proposition. HR professionals read countless documents with the same sentences, empty phrases and phrases. Don't get lost in this crowd, but think about how you can present your USP so that the reader of your application will remember it.
  • No excessive narratives. It is tempting to exploit a unique selling point that has been found and to report on it long and broadly in the application. However, it is better if you summarize your unique characteristics and qualifications and explain in a few sentences what makes you unique - and why an employer needs you exactly.
  • As concrete examples as possible. Almost every applicant is aware of the positive effect of a unique selling point. They also like to cheat a little and gloss over them in order to put themselves in a better light. Your Unique Selling Point will be really credible if you can substantiate it with suitable and concrete examples from your previous career.
  • Direct reference to the company. A USP is all well and good - but not worth much on its own. In your application, it is therefore imperative that you include the benefits of your unique selling proposition for the employer. It is only through this reference that a special feature also has a value for the company that one would like to know in one's own ranks.

Unique selling point for employees: what makes you special?

The idea of ​​the unique selling point can also be transferred to the personal level of the employee. You don't have to compete with other companies here, but it is still important for your professional career to stand out from the crowd. This begins with the application like a common thread through the entire career. If you know how you differentiate yourself from other employees, you can deal with this in particular during your next promotion or salary negotiation and underline your importance.

In large companies in particular, it seems difficult to stand out. Lots of colleagues who all have their own personal strengths and of course pursue a goal similar to your own. How can you set yourself apart? It doesn't have to be as difficult as you might think at first. You can advance these unique selling points in your job.

  1. Your expertise

    Are you well trained, are you one of the experts in your field and can regularly help with specialist knowledge and competence? You have created an important criterion for yourself that distinguishes you from other employees. In the future, it is important to use this knowledge and not just rest on it. Stay tuned and your boss will appreciate you as an important high performer - whose knowledge and potential he doesn't want to see in the competition.

    Expertise as a unique selling point is also so advantageous because you make yourself irreplaceable for your employer. Theoretically, many tasks can also be done by another employee, but if you have special knowledge, you can secure your long-term job and create a strong negotiating position.

  2. Your motivation

    Do you not give up on difficult tasks, are you willing to work longer if necessary and there is no project on which you do not give your best? This kind of motivation is also noticed by superiors and makes them aware. But be careful of the risk of overloading yourself.

    Initiative goes hand in hand with motivation. Don't always wait for someone to give you a task or for suggestions to be made that all you have to do is respond. Act of your own accord and become the engine that drives the team instead of just being a wheel that turns with you.

  3. Your sense of responsibility

    Almost everyone is willing to take responsibility for good performance and success. On the other hand, it is a real USP if you can take responsibility for mistakes and learn from them. They show that you can be relied on at all times and that you can quickly find a solution after a setback.

    A sense of responsibility is also reflected in the desire to take on more responsibility in the company and thus to recommend yourself for higher positions.

How can a unique selling point be developed?

Unique selling points are usually not simply there and rarely appear on their own. With a bit of luck you can of course get into a team in which you automatically stand out from the others, but usually you have to Build up and develop unique selling points over time.

But how? The main requirements are Attention and comprehension. First of all, you need to find out which unique selling point might be in demand in your job. Is there potential in a certain area that has not yet been exploited? There is a void in the skills that you occupy and so on yours personal niche can do?

You can also see what your colleagues are doing. All of your colleagues are currently attending certain training courses, but you shouldn't miss them, but a USP cannot be developed here.

Watch and analyze the current situation as well as the likely developments and plan ahead. Once you have found a potential unique selling point, you can take the necessary steps to achieve this position.

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[Photo credit: Konstantin Faraktinov by Shutterstock.com]

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January 31, 2021Author: Jochen Mai

Jochen Mai is the founder and editor-in-chief of the career bible. The author of several books lectures at the TH Köln and is a sought-after keynote speaker, coach and consultant.

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