Unique sales proposition or a compelling reason to buy

Small, medium and large sized company directors are telling me they need to review their unique selling proposition.

I ask them what they mean when they say this and I get a blank response……should they not be thinking about the compelling reasons they should give their customers to buy their solution rather than a unique selling proposition which 9 times out of ten is internally focused and product led?

I have no doubt customers will buy if you give them a compelling reason to. Your sales results can drastically improve if you focus on the compelling reason you give your customer to buy.