To come up with a UVP, think about your top 2-3 customers: why did they buy from you and why are they coming back for more? Then ask them directly, to cross-reference your assumptions. Then follow up by asking them who would find your services as useful as they do (and perhaps generate some referrals). That said, you may just not have a differentiated offering (yes, that happens too!) OR what you think is differentiated doesn't matter to your customers. My company offers a superior product and service to our clients, but at the end of the day some will care about the bottom line and not much else. In that case, either change your offering to become differentiated for them (try to zero in on their true pain point, which depends on their level within an organization) OR craft a powerful, compelling story around it, something that resonates with customers on a personal level and creates a deeper connection. Sales is about connection and trust building to a large extent. If you can find a UVP, great. If you can't, craft a story. Ideally, you'll have both!