There are different ways to understand customers better.
However good the products or services may be, the customers will not buy it if they don’t want it. And the supplier cannot
persuade anyone to buy what they are offering unless the customer really wants it.
Every business needs to provide something unique to their customers so that they buy from them and not from their
competitors. This is called Unique Sales Proposition (USP). This USP can change with the market changes. USP can be more
effective if it is derived from customer’s buying decision. It is very important to review USP regularly.