Now one of the central strongest mechanisms in the modern selling process, an extension and refinement of the product offer, based on detailed understanding of the prospect’s personal and organizational needs. A UPB is your USP from the customer’s perspective, in other words, what your USP means to your customer, which is a very different way of approaching selling than from the traditional angle of seller-oriented USPs. It’s essential to discuss your offering in these terms with your customer. The UPB acronym and concept was developed by The Marketing Guild, who specialise in practical, innovative, and effective sales and marketing.
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