From Unique Selling Proposition (USP) to Emotional Selling Proposition (ESP): What makes your business different?

In the world of sales and marketing, we’ve always talked about the Unique Selling Proposition or USP. However, for some time now, the Emotional Selling Position, or ESP for short, has started to become quite valuable. What do these terms mean? Why is it important for them to be clearly defined? Today, we’ll talk about how and why the emotional aspect of brands is becoming more and more important. Let’s get started!

What is a Unique Selling Proposition or USP?

You’ve probably heard about USP before. And you might have even heard of the concept of ESP. This refers to the emotional part of a customer’s decision-making process. For today’s purposes, we’ll look in detail at why both are so important in the hardware industry.

The Unique Selling Proposition, or USP, is a concept defined by the characteristic that makes a given product or service unique. It refers to some trait that makes the sales proposition different from the competition from the consumer’s point of view. This will, therefore, be the characteristic that drives the customer to choose you.

Why do you need to properly define the USP?

Well, because in an increasingly competitive market, it is the Unique Selling Proposition that gives added value to your customers compared to other companies; it is what differentiates you.

What is the Emotional Selling Proposition? Things to keep in mind

The Unique Selling Proposition would not be complete if we did not connect it with the Emotional Selling Proposition, or ESP.

The ESP seeks to connect with current and potential customers via emotional components. Such components, according to marketing experts, are becoming increasingly important, so much so that 90% of final purchase decisions are influenced by irrational factors. How can we reach that emotional part of our customers? The answer lies in the ESP.

The ESP focuses on the emotional satisfaction provided by a brand, your hardware brand for example, to its customers. Is the company beloved by consumers? Do they trust the brand? Do they appreciate the company’s commitment to the environment?

What should USP and ESP look like in the hardware industry?

Both the Unique Selling Proposition and the Emotional Selling Proposition must be based in certain values:

  • First of all, they must be relevant to the customer.
  • They need to be customer-focused in order to try to satisfy their needs. In other words, they must be created with the customer in mind.
  • They should also be clear and concise, because they are like a business card for future customers.


It’s important to define the strengths of your company and figure out what customers value most about your brand. This is the best way to correctly develop both selling propositions.

If you combine the Unique Selling Proposition (USP) with the Emotional Selling Proposition (ESP), you will have a powerful way to differentiate your hardware brand. But to stand out from the competition, you first have to have the best products in your catalogue and great service.

At IBMH, we always put ourselves in our clients’ shoes when negotiating and managing their purchases of hardware in China so that we can successfully meet their expectations. We are an extension of your business, your very own Strategic Purchase Management Office in China. Get in touch with us and we’ll tell you how we can help improve the profitability of your furniture and construction hardware imports.