How can you create unique selling points for different industries?

2 How to research your target industry

Before you can craft your USPs, you need to understand your target industry and its characteristics, trends, challenges, and opportunities. You can research your target industry by using online sources, such as industry reports, blogs, podcasts, newsletters, and social media. You can also talk to existing customers, partners, or experts in that industry to get insights and feedback. The more you know about your target industry, the more you can tailor your USPs to their specific needs and preferences.

3 How to identify your USPs for different industries

After conducting research, you can identify your USPs for different industries by analyzing your product or service and listing its features and benefits, comparing them with your competitors to determine what makes you unique, segmenting your target market and focusing on the most relevant and profitable segments for each industry, determining the main problems, goals, and desires of each segment, and crafting your USPs based on the solutions you provide for each segment and industry.

4 How to test and refine your USPs

Creating your USPs is not a one-time process and requires regular testing and refinement to ensure they are effective and accurate. Gathering feedback from prospects, customers, and colleagues on the resonance of your USPs is important. Additionally, tracking and measuring the results of your cold calls in relation to your USPs can be useful in monitoring appointments, conversions, and referrals. Experimenting with different USPs can help you determine which ones perform best for different industries and segments. A/B testing, split testing, or multivariate testing can be used to compare and optimize your USPs.

5 How to use your USPs in your cold calls

Using your USPs in your cold calls is not just about stating them; you need to use them strategically and persuasively to capture your prospects' interest, curiosity, and action. To do this, start with a strong hook that introduces your USP and grabs your prospects' attention. You can use a question, statistic, testimonial, or story that relates to it. Then explain how your USP can benefit your prospects and address their pain points or goals. Use specific examples, facts, or stories that demonstrate your USP in action and show the value that you can deliver. Ask open-ended questions to invite them to share their opinions, needs, or challenges and how your USP can help them. Listen actively and empathetically to show you understand their situation and have a solution for them. Finally, end with a clear call to action that guides them to the next step in the sales process. Emphasize your USP again and how it can benefit them before asking for an appointment, demo, referral, or trial.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?