Ultimate Outcome and Unique Selling Proposition

There is a lot of talk, and lots written these days about your "Unique Selling Proposition". What is your unique proposition to sell your services or products? This is important to understand, because it is what differentiates you in the market place from your competitors. It is also important to ensure that your customers and prospects KNOW what makes you unique. Recently I read a newsletter from Robert Middleton, of Action Plan Marketing where he talks about your "Ultimate Outcome" and your "Unique Service Offering". The ultimate outcome is essentially your value proposition or more simply stated, the actual result you deliver to your customer. The unique service offering is the way (product or service) in which you deliver the ultimate outcome to your customer. I like this concept much more than the unique selling proposition, because it focuses on the customer - after all, the customer is less interested in what YOU are SELLING, but much more interested in what THEY need and how you might be able to fill that need! Worth thinking about......