Build a USP That Sells For Your Tech

Hi!

Welcome to Sparksense's Newsletter! Every month, I personally bring you insights to fuel your sales strategies, drive business growth, and succeed on your entrepreneurial journey. My focus is clear: to equip you with actionable takeaways.

This time, let’s talk about something I see way too often. You’ve built a better product. More precise. More reliable. More advanced. You think that should be enough to win. It’s not.

A stronger USP is not just making a “better tech.” It has to solve a real, urgent problem, one your competitors fail to address.

Summer is the perfect time to step back and ask: Does your product have a USP that actually sells?

Let’s break down how to find it, test it, and sharpen it.

You have the tech. Where’s the market? 

Take Gorilla Glass. Corning invented it in the 1960s. It was strong, scratch-resistant, chemically strengthened. But it sat unused for decades.Then Apple came in 2007 (50 years later!) Suddenly, the tech had a clear use case. Gorilla Glass took off.

What changed? Not the product. The market need.

This is the trap: you can have great tech, but without an urgent problem to solve, it won’t sell.

Customers don’t care if your solution is 15% more efficient, unless that difference solves a pain they already feel.

Founders often confuse technical strength with market demand. 

You’re asking, “How advanced is my tech?” But you should be asking, “What can I solve that no one else can?”

What makes customers care? 

Cambridge puts it simply: A USP is a feature of a product that makes it different from and better than all its competitors.

Think about this: “The cabin of a long-haul jet contains some of the world's prime revenue-generating real estate, which is why airlines are prepared to pay $80,000–$100,000 for a business-class seat and an astonishing $1 million for a first-class suite,” insiders say.(Reuters)

Why do airlines pay that much? Because those seats deliver value. Tangible, financial, differentiated value. That’s what a real USP does.

Not just “advanced foam technology” or “proprietary recline angles.” The buyer doesn’t care, unless it earns them more per flight.

Your USP is what your customer thinks it is. 

A better product doesn’t guarantee a sale. What matters is how your customer sees it. (Forbes)

A USP is not your tech advantage, your patent, or your internal roadmap. It’s the one thing that your customer immediately understands as valuable and different from what they’ve seen before.

If you can’t translate your uniqueness into a real benefit, it won’t matter how advanced your solution is. Tech doesn’t sell itself. Value does.

Take our summer quiz for a USP reality check. 

Founders often think they have a USP—when what they really have is a feature list. Let’s fix that.

Take our 3-minute USP Quiz and see if your tech has a message that sticks. If you're outside this sweet spot, you're either over-engineering or under-selling. Let’s help you find your edge.

How to fix your USP (and who is doing it right) 

What should you do if your USP isn’t “it”? Start here. Make sure it checks these five boxes:

If you're missing one, start there. Use it as your next step to refine, reposition, or reconnect with your market.

Need inspiration? Below are examples of how a few B2B tech companies did it:  

Stripe: “Financial infrastructure to grow your revenue”
Stripe doesn’t just process payments, it sells long-term scalability and developer-first control. That’s a USP that speaks directly to a specific buyer with a specific goal: growth.

Canva Teams: “Where teams create their best work, together.”
Instead of competing with pro design tools, Canva focuses on team simplicity. Their USP tells you who it’s for (teams) and why it matters (speed, collaboration, ease).

Kit: “For creators who mean business.”
While others serve marketers at large, Kit speaks directly to independent creators. That tight audience focus helps it filter out the noise and draw the right customers in.

Read more successful “they made USP work for them” stories here. 

Strengthen your USP today in 2 steps. 

Smart business development powers Numeric Systems’ USP.

Numeric Systems’ core technology is Pacefish®, a GPU-accelerated CFD simulation engine for physical fluid flows (CFD). Their secret? They evolve with their users. Every feature is shaped by direct feedback from engineers, not just technical ambition.

In our latest Sales Talk, Eugen Riegel, Founder & CEO of Numeric Systems, shares how his team closed their first deals, built a sharp USP from real user feedback, and stayed lean while competing with industry giants. Listen to it now on Spotify!

Are you looking to grow into demanding deep tech markets? Let’s discuss your industry requirements and speed up your market adoption. Reach out to uncover new growth opportunities with Sparksense.

Tap into hidden market opportunities in … Cognitive robotics for smart automation

Are you struggling to gain traction or compete with industry giants? We help startups find hidden market opportunities by connecting them with second-tier players that hold untapped potential.

Do you want to have access to more decision makers? Let’s work together to identify the Hidden Champions that need YOUR STARTUP’s solution.

Want to know more about Sparksense? Discover our services and packages here. Additionally, we offer free valuable insights and strategies to boost your Sales. Download our comprehensive Business Development Guide ebook. Let’s talk to find out how we can help take your sales to the next level. Book a call with me today!

Thank you for reading! If you have any questions please feel free to email me directly.

Stay Lean !

Hervé Flutto,

Managing Director and Founder of Sparksense

About Sparksense

With 200 global clients supported over the last 7 years, Sparksense is the trusted Sales Team for B2B Tech Startups. With a smarter outreach, Sparksense’s team of over 30+ advisors has ignited sales for hardware and software solutions across Europe, North America and Asia – thanks to its robust, proven business development skills and relevant market access to decision makers across key industries.

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