It seems that most times when I work with entrepreneurs or solo-preneurs and I ask the question – “what do you believe is your unique selling point “USP”?, I often get very similar answers. The most common answer is quality or service or the willingness to do what it takes. While I agree that these are all necessary in business and especially if you are to build a lasting business, the key to understanding your USP is that you must pinpoint what makes your business unique in a world of homogeneous competitors. And if you’re not able to do this, you truly cannot target your sales efforts successfully. The simplest way to determine your USP is know with great certainty what makes your customers loyal customers.