Every sale person must be able to identify a USP in their service or product.

A Unique Selling Point is that which is unique to your offering.

Many prospects will see/perceive products as similar to each other.

That is why you need to bring your differences to the fore; whether in the presentation or during objection handling.

And since prospects always buy you first, even you as a sales person must have a USP-something that is different to other sales people.