The corporate world is constantly changing, and strategies that once seemed life-changing now feel outdated. One of those was to focus on our USP— the Unique Selling Proposition, which was that one thing that made you different.
In today’s marketing and online environment, it’s hard to stand out with a USP alone, and we need something different. Today’s savvy buyers are looking for something more personal and impactful. They want to feel heard and understood, and they need to trust more than ever when they buy.
That’s where I believe the UHP – Unique Human Proposition® approach is now the way to stand out.
Before we explore the UHP® of your business, let’s recap what a USP is.
What is a USP?
The Unique Selling Point was created by Rosser Reeves, an executive at a New York agency in the 1960s whose sole purpose was to focus on one specific benefit and drive this message so the consumer knew it off by heart.
Think of slogans like “Melt in your mouth, not in your hands” (M&Ms), “When it absolutely, positively has to be there overnight” (FedEx) or “Every Little Helps” (Tesco).
This sales method worked for decades, and most sales teams were taught to use the USP when selling to their customers. Customers were always drawn to those brands that could shout the loudest! In my 30-plus-year sales career, I saw this model play out over and over again. Yet I always instinctively knew there was an important element missing.
Over the years, sales and marketing methods have shifted, and the entire world has changed. In Reeves’s day, there was minimal competition, and customers were less selective. Plus, there was no such thing as social media and Google!
Trust was easier to build and the ability to research was very limited. Today, trust is very much top of the list where consumers are concerned, and they are much better information, have more choices, and are smarter than ever before.
Why is USP alone not enough anymore?
These days, millions of brands compete in the same industry or niche. Everyone shouts about their unique selling propositions (USPs), but USPs have become diluted, and only in certain sectors are they still having some impact. We are limited today in how we differentiate ourselves and be memorable.
As business owners, we can no longer focus on what makes our products or services different. We need to provide a deeper connection and level of authenticity that appeals to our target audience.
Your customers expect you to understand them, listen to them, and align with their values.
That’s where the UHP (Unique Human Proposition®) comes in. It’s time to understand that a human-centred approach that puts your customer at the core of everything you offer is important to your business’s growth and success. In many cases, your customers are up to 60% further along their buying journey before they speak to you.
What is UHP®?
As counterintuitive as it might seem at first, organisations that only focus on results without considering their customers and their UHP—Unique Human Proposition®—will inevitably struggle.
Think of UHP® as a shift from focusing on what you sell to how and why you sell it. It’s all about integrating what your customers say they need (listening to them) and their challenges or pain points. Then add the magic ingredient – YOU.
There is no other YOU on the planet so this becomes your greatest asset!
Your UHP® includes many elements, including your values, strengths, language, stories, and ‘isms’ (the things that make you memorable—your quirks!).
Dig deep into what makes you an authentic business owner and what makes you relatable, and understand how your business reflects your values, beliefs, and purpose
In short, the UHP® brings to life what you stand for and why you are different.
With USP, you may ask, “What do we offer that nobody else does?”
With UHP®, you would ask, “How do we solve problems in a way that aligns with who we are and what our customers value?”
“We have seen a shift into how people work with customers and how they go after new business following [Jules’s] training. We had some great team Mastermind sessions, which really helped people get to the bottom of a challenge or problem and took knowledge from the whole team, and we had some fun with 2 Apprentice and Dragons Den style teambuilding events which build the team together. Our Retail division had recently seen a downturn but by the end of this year we will have achieved growth of 8%, the big wins have been down to re-building relationships with existing customers and has won us some amazing business.” Emma Panter, Managing Director
Why UHP® is the future of sales
- People Buy from People – With the advancements in AI, human connection is more valuable than ever. A UHP® showcases the person and personality behind the business – it’s uniqueness – helping customers feel seen and understood.
- Customisation Matters – Research tells us that people are fed up of impersonal propositions and feel that tech is happening to them. They don’t trust what they see online and now want traditional face-to-face experiences and human connection. They know this means solutions are much more tailored for them specifically. UHP® is dynamic. By showing up as the real you and listening to customer feedback, your offerings can evolve to meet real-world needs in a way only you can deliver.
- Values-Driven Choices – Today’s customers are smart and values-driven. They want to support businesses that align with their beliefs. A UHP® allows you to connect with customers deeper by sharing your vision and ethics.
- Cuts Through the Noise – While everyone else is busy screaming about features, the UHP® whispers the message customers really want to hear: “We understand you. Let’s work together.”
How can you make the shift from USP to UHP?
Start with a reflection exercise. Ask yourself what values define your business and what sets you apart as a person rather than a brand.
Don’t be afraid to ask your audience for feedback. Find out directly what their biggest challenges are and establish a way your products or services provide a solution or transformation.
Share your stories, show those behind-the-scenes moments, and let your personality shine through in your website copy, blog posts, social media, podcasts, and newsletters. Build a sales strategy around your customer’s emotional journey.
Don’t just sell! Connect, build and nurture relationships, and stay true to your values.
Start to blend your USP, where it’s still important, with your UHP®.
Modern sales and marketing isn’t about pushing a product on your audience but creating an experience. When you focus on that human element, you build the know, like, and trust factors that keep your customers coming back for more.
Are you ready to embrace the UHP in your business?
Book one of my Express30 coaching sessions and gain the clarity you need to drive sales in your business. If you have a burning sales challenge, my Express30 Sessions will solve that issue in just 30 minutes.
If you want to ‘Discover your UHP®’ with me, book a 1-hour personal coaching session HERE.
“Jules is a fantastic coach, approaching sales with energy and empathy.
A trusted acquaintance introduced me to Jules after hearing I was looking for help developing my LinkedIn messaging. To say that working with Jules has been an inspiration is an understatement rather than an exaggeration!
She’s helped me feel more comfortable ‘selling’ and our work together has impacted all aspects of my company’s communications.” Richard Banyard, Op-Tec Systems
Want to find out more? Schedule a virtual cuppa with me, and we can have a chat about my coaching services.
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