It seems like I have written about Value Proposition or USP or Positioning at least three hundred times (out of the 6000+ blog posts I have written!) GapingVoid simplifies it in this post. "In order of importance, you’re selling: (1) Who you are; and (2) What the product is." Sales is emotional. Sales requires Trust. The prospect has to trust the salesperson, the company delivering the service and that the service is going to work.