Smart Advantage is the only marketing 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.
In this highly readable book, Jaynie Smith makes a compelling case for why you’re almost certainly mistaken if you think that your company’s sales and marketing pitches are relevant to customers.
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
Which Prevails in Your Company? What kind of surprises has your company had when you lost a prospect because you didn’t know what was most important to them, and you missed talking about it? This can be avoided with a disciplined approach to gaining and/or acting on the customer perspective. How organizations gather customer input, read more
Make sure your company’s business planning and investments reflect your customer’s most desired deliverables. Don’t be overly focused on new product features or things you think are important if your customers don’t value those same things. We have seen too many companies offer innovations “because they could” when the customer didn’t value them at all. read more