What is Smart Advantage?

Differentiating Companies with Relevant Competitive Advantages


Smart Advantage is the only sales, marketing and management consultancy focused exclusively on identifying and communicating the most important element of successful competition - your measured competitive advantage - from your customer’s perspective. Why from the customer perspective? Because if your customer’s don't value your differentiators, then they are not relevant.


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Why Smart Advantage?

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  • Relevant Selling is a playbook for all times, all geographies, and all products and services. It is universal in its wisdom and makes that wisdom crystal clear.

    Richard A. D’Aveni

News & Announcements

  • How Resistance to Change Kills

    posted on October 12th, 2017 | Blog

    I confess, I was eavesdropping on my plane seatmate’s PowerPoint for a minute or two and saw this quote: “Branding is out, Results are in!” I so wanted to applaud and interrupt him but he was dug in on his work. I don’t know if it was his original quote or from another source but read more

  • Are Customer Surveys Useless? Ask the Airlines

    posted on August 7th, 2017 | Blog

    Each time I fly, if I am in the airlines’ frequent flyer program, I receive a customer survey almost upon landing. Or maybe everyone gets it. I can guarantee you that no passenger feedback form is telling the airline they approve of “the new airline industry”. Customer feedback is useless to them, so why do read more

  • Avoid this Sinkhole: Customer Complaints Often Offer Dangerous Surprises

    posted on July 17th, 2017 | Blog

    It is a fact of life that your company, any company, is going to have complaints. It doesn’t make you bad people, it just means that a customer experience didn’t measure up as expected. It doesn’t surprise us that solving issues is often an important driver in a buying decision. Yet it does surprise us read more