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's 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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  • 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.

    Mary Ann Tournoux

News & Announcements

  • Act or Wait? That is the question.

    posted on June 26th, 2020 | Blog

    We have all learned in the last few months that not only is “change inevitable” but it is astonishingly unpredictable. Forecast Covid anyone? Did your business plan take that into account?   Businesses all over the country, of all sizes have had two basic outcomes from Covid implications: It was either “good for my business read more

  • Are Your KPIs “K” to Your Customers?

    posted on June 1st, 2020 | Blog

    When a salesperson tells you they will deliver “on time,” how much confidence does that give you in your buying decision?  Do you know what that really means?   Do you sell that way also?  Sometimes when you can prove that you have had a high on time delivery rate in the past, it may minimize read more

  • How will this economic recovery differ from 2008?

    posted on May 8th, 2020 | Blog

    Both the 2008 recession and this pandemic were economic and business destroyers but for quite different reasons.  How will those differences impact us going forward?   On September 29, 2008, the Dow Jones dropped 777 points.  We were all shocked.  Today that kind of drop seems like an everyday occurrence with an equally shocking bounce read more