The very first thing comes into
the mind when a sales person is pitching his offer to someone is that what will
be my competitive edge or in other words my proposed offer USP. The thing is
that you need to portray your product say a pop up canopy outdoor tents to the
client in a different way even it has no monetary competitive edge over other
products it can beat them in the market.
Consider the example of body shop
with natural, environmentally-minded and intimate cosmetics, the world in the
90’s were following a trend of cosmetic product powered by very strong
emotional appeal. The industry has a focus to market the product with the
emotional appeal so that customer can get themselves attached to that product.
The body shop came up with a strong USP “No Nonsense Cosmetic”. This certainly
seems to be challenging, the company has given an ultimate challenge to the
industry driving the consumers by means of emotional appeal.
The body shop has some other
plans, they introduced there product in the market by converting the emotional
appeal into the functional appeal. They came up strongly while targeting the
same audience with their functional appeal by showing them fact and the results
of the product in a functional way. Many other businesses can be made by using
such new USP and can gain a huge chunk of market.