The next step in determining your USP is learning how your employees understand your business.

Sometimes your employees know more about what your customers are really buying than you do — especially your most successful sales people, observant customer service people, and employees who deal with customers on a daily basis. If your business is a sole proprietorship or you are an independent consultant, you will need to ask yourself these questions. But if you have a staff of any size — from 2 to 2,000 to 200,000 — you should conduct a staff meeting or survey, or find another way to get the majority of your staff to weigh in with answers to these questions.

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Now let’s write our Unique Selling Proposition!

Wow. You’re getting close. Can you feel the excitement? I can. By this time you should really have a good idea about what makes your business unique and why customers should do business with you instead of any other option available to them in the marketplace.

In this part, you get to finish filtering out the ideas that won’t work to differentiate your business. It’s like panning for gold — you wash away pan after pan of dirt to get a few gold flakes — but they’re worth it!

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