Unique selling point (USP)

Definition

A Unique Selling Point (USP) is the distinctive value or benefit that sets your product, service, or brand apart from competitors. It’s the reason a buyer chooses you over everyone else-and ideally, why they stay.

‍

In B2B and SaaS, a USP is about the specific problem you solve better, faster, or more scalably than anyone else and how that translates into business value for your customer.

What makes a strong USP?

A good USP checks three boxes:

Criterion	Explanation	Example (for a SaaS)
Relevant	Solves a real, urgent problem for your ICP	“Cut your onboarding time by 60%”
Differentiated	Competitors can’t easily claim the same thing	“Only platform with AI trained for finance”
Credible	Can be backed with proof, case studies, or testimonials	“Used by 9 of the top 10 fintechs in SEA”

Common misconceptions

Myth	Reality
“Our USP is our great customer service”	That’s table stakes, not a USP unless backed by exceptional proof
“We’re cheaper”	Price alone is rarely defensible or lasting unless paired with value
“We do everything”	Trying to be everything to everyone often means standing for nothing

Final takeaway

Your USP is your strategic moat made tangible. The sharper it is, the easier it is to align marketing, sales, and product around a shared promise. If your USP is fuzzy, your GTM will be too.

Copy

Try SiftHub

Faster answers. Smarter prep. More wins.

Book a Demo

Definition

What makes a strong USP?

Common misconceptions

Final takeaway

AI RFP software that works where you work