
For today’s small to midsize businesses, a strong sales function doesn’t start with scripts, software or even the most talented representatives. It begins with clarity — everyone doing the selling must be on the same page.
One way to achieve such clarity is to formally define your company’s unique selling proposition (USP). This is typically a clear, concise statement that explains the distinct value of your products or services and why customers should choose your company over competitors. A well-crafted USP unites your sales team around a consistent message they can confidently deliver.