Your Unique Selling Proposition Sucks Here’s Why

Posted on February 19, 2020

Ryan Stewman



In case you don’t know, a unique selling proposition (USP) is a fancy way of saying “sales pitch”. Without a good sales pitch, you won’t be able to get the prospect’s attention, therefore you won’t be able to close a sale. The USP is THE most important part of the selling process. It’s the beginning of the sales process and if you get your USP wrong, your entire sales process will fail over and over again.


So how do you master the USP part of the selling process?


I’m glad you asked because I’m about to lay a plan down that will help you pitch better, close better and even make the prospect more interested in what you sell than they were before they knew what you sold. I’m gonna lay out a solid plan that any of you can use to master your USP.


First off, I gotta tell you what you’re doing wrong. More importantly what NOT to do. If your sales pitch is long as hell, you will lose the prospect’s interest and they will be scrolling their phone or surfing the web while you’re jabbering your jaws away. You need to make it short, to the point and catchy. Do not have some long-winded explanation of what you’re selling because you will lose folks and they won’t pay attention to you.

Your Unique Selling Proposition Sucks Here’s Why

Your pitch shouldn’t be longer than 2 mins. 2 minutes is the absolute MAX of what your pitch should be. When the human genome was mapped and the dudes who did it won the Nobel Prize, they explained the biggest breakthrough in human history in under 5 minutes. Yet some of you can’t get a damn pitch out of your mouth about selling a car in under 20 minutes. Matter of fact, when I sold cars I never talked about any features the customer didn’t ask about.


The next thing you do not want to do is make your pitch analytical or technical. Stop using fancy-ass words. Speak to them as if they were 8 years old. Not in some condescending way, but in an easy to understand format. The bigger the words, the bigger the chance you’ll confuse them. Matter of fact most salespeople think fancy words make them sound smart. What they do is lose your prospect and confuse them. Stop it! Remember: Keeping It Simple Sells.


Now that you know what not to do, let’s talk about what to do when it comes to your pitch.


First, you want to make your pitch simple. For example, when I sold mortgages I didn’t discuss rates. I didn’t discuss loan programs. I knew that all the prospect wanted was a home, so that’s what I pitched. While all the other Loan Officers talked about VA, FHA, and conventional loans, I just pitched them on moving into their dream home and how that process would be easy for them thanks to my help.


My pitch went something like this:


Hey John Smith, I got your referral information from Janet the realtor. She told me you found your dream home and wrote a contract on it this weekend. I’m so excited for you and your family. I know that the home buying process can be confusing so it’s my job to make it simple, easy, fast and pain-free. This year alone I’ve done over 100 mortgages for people like you and have a 100% satisfaction rating from our after closing surveys. I plan on adding you to the list and delivering in the same way to you that I’ve delivered to 100s of other applicants in your position. After all, that’s why Janet referred you to me, she knows I can get the job done and she knows I’m one of the best at it. Are there any questions you have for me before we begin?


There’s a lot going on inside that short pitch. Let me break it down for you.


First off there’s social proof. I mentioned up front that they are a referral. This reminds them that someone they trust, also trusts me to get the job done and that’s why they are here with me. Second I assure them it’s going to be easy, fast and pain-free. This takes away the anxiety of buying a home and lets them know they are in good hands. Then I go into more social proof by explaining that I’m more experienced than Jimi Hendrix and have done what they need me to do 100s of times.


While the average LO goes into rates, programs and a bunch of other boring, and complicated bullshit, I kept it simple. I also ended the pitch with a question so I can get them to talk to me before I have to ask the hard questions about their credit, money and social security number. I broke the ice in a cool way that gains trust from the beginning.


You don’t have to complicate things. Doing so will only complicate your life as a salesman. I recommend you stick to the simplest form of a USP you can find. In my example, there’s nothing there that an 8-year-old couldn’t understand but I didn’t talk to them like they are an idiot or a child.


Now that you know what not to do, what can be done and how to do it, there’s nothing left but for you to work on your USP and get to work. If you’d like more help on this subject and are looking to surround yourself with like-minded people who get concepts like this and who are willing to help you, join us at the Apex by applying here

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