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 cleverly practical and extraordinarily insightful. The straightforward style of Ms. Smith makes this invaluable book a must read for every business person.

    Seraina Maag

News & Announcements

  • How do you listen to your customers? How you do it matters….

    posted on February 1st, 2018 | Blog

    In asking thousands of CEO’s of small, medium sized businesses, “do you invest in good solid customer research?”, I am astounded to learn that less than 5% have done so.  Then when I ask the 5% for more details as to what they learned from their study, I often find that they, in fact, did read more

  • Lyft vs. Uber, both giving up competitive advantages!

    posted on December 9th, 2017 | Blog

    When Uber first came on the scene, it was a big hit with consumers and a disruptor to the taxi and rental car companies. I personally use them on nearly 100% of my business trips. Uber grew at a staggering pace until they got multiple bad headlines.   Around that time, I became aware of read more

  • 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