Presently one of the most influential books in the business world
Smith’s elegant little book should be mandatory reading for all entrepreneurs.
Compelling! The clarity in which Jaynie presents her message is particularly valuable. Finding and using your competitive advantage is the key to not only survival but more importantly, profitable survival.
So many companies think that differentiation is the key to success. It isn’t. The key is knowing how to articulate what’s different or better about your product. Creating Competitive Advantage is a must-have for any CEO’s library.
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.
In a world where most and I mean MOST selling is irrelevant selling, Jaynie Smith’s Relevant Selling can mean the difference to you between profit and loss. My head is spinning with the wisdom in her book.
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.
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.
Jaynie Smith’s Relevant Selling is the perfect complement to her first book, Creating Competitive Advantage. She challenges you to think like your customer.
Relevant Selling very effectively reveals that a company’s self-image can blind it to the realities of the marketplace, and that customers are attracted to (or repelled by) features that the company may not consider to be important. You need to look outside of yourself and make a proactive effort to learn what your marketplace demands, and respond to it. To me, a business book really resonates when its message goes beyond the narrow intention of the book. This one does.
Relevant Selling is a solid business book that every company can benefit from. From the first chapter you will nod your head and say “yes” that is what we need to do in order to resonate with our customers! Jaynie’s writing style is a terrific combination of practical ideas and examples which are plentiful and meaningful. You will definitely use Relevant Selling as a reference book for decades to come as it forces every business to evaluate their point of differential which can only be a benefit in the current and future economic environment.
In Relevant Selling, the author clearly shows why it is very likely that there is much we do not know about our customers, and why what we do not know can quickly make our organizations irrelevant. Fortunately, she also provides many examples and strategies for how an organization can learn what truly is relevant to our customers and prospects, and how to retain that way. The leaders of any organization who want to do a better job selling their products or services can benefit from Smith’s (no relation) relevant insights.
Jaynie’s presentation was one of the top-rated presentations at our meeting, both in terms on content value and presentation effectiveness
We thought Jaynie’s presentation was very dynamic. She is one of the best speakers we have ever had!
“Having spent the morning at the Vistage presentation today at Newcastle, im so pleased i have at least 10 hours to calm down otherwise i would not sleep.
I have never, ever received a presentation that has pricked so much inspiration. You mention the AHA moments, well, i found lots during your presentation. I cannot wait to purchase your books as i feel i can learn so much more. 25 years thinking i was good at my job only means after i read you books and indeed implement what you say will make better. I often read, “Who would you like to be stuck in a lift with”, my answer now is Jaynie Smith, i could listen to you for ever.”
“Yes … you have schooled us/me well. We now state our competitive advantages only in supportable and empirical statements.”
“I can wholeheartedly and unconditionally recommend the Smart Advantage team. They have a very good proposition that actually works and delivers bottom line results, unlike a lot of consultants I have come across. In some respects their proposition is deceptively simple; ask your customers what they want, make sure that you give them it, and demonstrate it with some data driven concise selling messages. However, underlying this basic precept, is a wealth of experience in making this work across many clients, industries and sectors, and a very strong data driven and structured process to craft and validate competitive advantage statements. A key tenet of their work, that it’s so simple that most of us don’t think to do it.”
“Clear, well-articulated & simple process. Flawlessly executed! (Execution is everything!)”
“Great work. Love the diligence in how Smart Advantage followed through on the process. Great job holding us accountable.”