Smart Advantage is the only sales and management consultancy focused exclusively on identifying and communicating the most important element of successful competition -your competitive advantage- from your target market’s perspective.Why from the customer perspective? Because if your clients don’t value your differentiators, then they are not relevant.
I found Jaynie Smith’s book to be very informative and practical. It inspired me to DO something, rather than just contemplate theory. That is why I called her to engage an activity for our company. We so often talk about what we do right – why we are special – but it is generally from our own internal perspective. This activity forced us to realize that what our customers think is truly our ‘reality’ – and we need to meet their expectations regardless of whether we agree with them or not. I have found this exercise to be incredibly helpful in explaining a ‘marketing’ concept to the rest of my company. I am very pleased with the tremendous support and effort I have seen from all departments and leadership toward making changes based on the results of Jaynie’s work.
A good metaphor for your business is to think of your salespeople as race car drivers. They know how to drive, take the turns, and avoid crashes (you hope). Yet, every winning driver needs a stellar pit crew. It’s surprising how shortsighted managers forget this fact and wind up handicapping their sales people. You read more
Have you lost your “Cadillac” legacy? Recently, Chuck Stevens, CFO of GM was interviewed by the Wall Street Journal. He lamented the lost luxury of Cadillac as “the luxury” vehicle. He declared that at one point it “was the definition of the luxury in the world.” However, he confessed that they “underinvested in the brand read more
How Important is Trust as a Buying Factor? It’s critical – especially if your product/service commands a price premium. Companies aren’t likely to pay for anything if they don’t trust the seller. We are all familiar with the adage “trust isn’t given, it’s earned.” So, how can your company quickly prove your trustworthiness? You read more