Unique buying reason
Also called: value proposition of an organization
The term Unique buying reason (UBR) refers to the distinctive value of a specific offer compared to the competition. In other words, it refers to the added value with which an offer differs from other offers. This added value can relate to approaching a specific target group, solving a specific problem, highlighting the unique benefits for the user or the distinctive value at the price level. Unique buying reason can be seen as the value proposition of a company/offer. It is obviously very important to highlight this to convince the customer of the UBR.
Difference between unique buying reason and unique selling point
The unique buying reason has many similarities to the unique selling points(USP). However, the major difference between the UBR and the USP is that in the case of the unique buying reason, it is thought from the customer's need. In the case of formulating the unique selling points, one looks at it from the point of view of the organization itself. For example, when formulating the unique buying reasons, one can look at the services or products that are most important to the target group, the buying motives, the reason consumers want to buy from that particular company and the characteristic features of the company in relation to what the customer gains from this.
