We badmouth Spray-and-Pray here, since HEED-the-NEED is so much better. But sometimes you do have to tell someone what NCAB does, and it would be silly to insist on going through a SPIN-process before you answer.

The expression “elevator pitch” reminds us to keep it short – short enough to say while riding an elevator with someone. When we don’t know what the customer needs, listing USPs is a waste of time, so all you can do is say something short that could stir some curiosity: “The number-1 PCB producer in the world”, for example. If you make an overt claim, or even an outrageous one, you will get their attention. And make sure you have some specific information to back up your opening statement. If you have a little more time, you can mention some of NCAB’s USPs.

Again: general statements have little selling power. Credibility is built by specific examples.

We now hope that you know the answer to three important questions:

What is a USP? A USP is a Unique Selling Point. In NCAB, we favor a combined USP, because it gives us the flexibility to target different customers’ preferences, and it is easier to defend against competition.

What does it do? When you ask for a higher price, you have to be good at explaining why the customer should want to pay more – that is what the USP does. And remember that the customers will have to motivate to their colleagues why they chose a supplier who didn’t offer the lowest price. Make it easy for them to explain why buying from NCAB reduces their company’s total cost.

What should you do? Make sure you have chosen USPs that are relevant for this customer.

And finally: Your job is to make sure that as many customers as possible can enjoy the benefits of NCAB’s USPs. That’s a fine job – go out there and improve the world!