Why is it so hard to deliver a compelling sales message?

A prospective clients first interaction with your company - whether via a sales encounter, marketing piece, or advertisement - is with your company's 'message'. If what you say with your content doesn't effectively communicate value or resonate with the buyer, it 's forgotten and the investment made in that respective sales and/or marketing budget is not maximized. Content is considered 'hard' because what makes it 'effective' are the relevant triggers it creates in the receivers mind. The way to cause a trigger is to communicate a message that is either new or targets a consumers pain point. This is difficult because it requires a specific use of language and research that very few corporate marketers have proven to do well. Want proof? Look at all the clichés used in the market place - good quality, good customer service, family owned and operated...blah, blah, blah.

What is the Smart Advantage approach on content?

We have a evidence that supports what effective content should communicate. Universities graduate an overabundance of marketing students who are taught that content is a level-one-subject, with design and placement weighing more valuable on the marketing scale; we at Smart Advantage have proven otherwise: effective content it is the key to successful sales and marketing. This is why we consider this ability 'the lost discipline.'

What is competitive advantage content?

Competitive advantage content is Smart Advantage's term for content that effectively differentiates one business from others, removing it from commodity status and conveying a unique and relevant value proposition.

What makes this content more successful than traditional marketing speak?

The Smart Advantage philosophy is that communicating value by addressing criteria which are most relevant to the consumer - via short, effective statements that are: objective, quantifiable, not stated by the competition, not a cliche and sustainable - you increase confidence in your company's ability to deliver value, remove risk and minimize price as an issue in the buying decision.

Our Services

What is the difference between Smart Advantage and other consulting firms?

The Smart Advantage philosophy and process differs from that of typical sales & management consultancies or content firms. We have developed an acclaimed process that recreates marketing and sales content into relevant messaging that communicates a unique value proposition in the eyes of your consumer. Our process reveals competitive advantages your company didn't even know you had and never used before in sales.

What services does Smart Advantage offer?

Our consulting services include identification of differentiation content and a customer-aligned value proposition. These results are achieved from services that range from 8-hour workshops designed to create hard-hitting value propositions to an all-encompassing year-long process based on the voice of your customer.

Where does the Market Research fit within the Smart Advantage framework?

Once the Smart Advantage team works with your staff on identifying deliverables, scores of newly discovered potential competitive advantages and competitive positioning statements, the next step is to test for value proposition components - buying attributes.

How does Smart Advantage design its market research?

This is part of our proprietary process and will be discussed in the event your company decides to employ our services.

What survey methodology does Smart Advantage employ to conduct market research?

Nearly all are conducted by telephone surveys - not by e-mail or on-line surveys. Each telephone survey takes between 10-12 minutes. We conduct and analyze quantitative studies seeking 90% confidence level.

What role does my company play in the design of the market research?

We use five (5) sources of information in the design of your market research. Four (4) of the five (5) are dependent on our interaction with your team and our proprietary tools. Once the Smart Advantage lead facilitator develops the market research, it is sent to you for your comments and contribution.

Market Research

What is market research?

Market research is a process performed to survey the needs and opinions of a specific market segment.

What value do I gain by conducting market research?

Market research is the best way to obtain customer values when considering buying criteria. Understanding why your customers buy, and what prospects are looking for, improves your odds of closing a sale.

Why does Smart Advantage insist upon double-blind market research?

Double-blind market research involves a random survey of customers and prospects conducted by an outside research firm – neither the research firm nor the interviewees know the name of the company that ordered the survey.
The double-blind market research process limits any potential bias – positive or negative – from the outcomes of the survey. Customer surveys which are not conducted blindly risk the chance of biased results, rendering those results statistically invalid and less likely to truly represent your markets needs and preferences.

How long does market research take?

You can anticipate the actual research to take between 6-8 weeks, depending upon a number of factors such as complexity of research, participation rates, time of year, geographical scope, and language translations to name a few.

What’s the right number of people/companies we should survey?

If you plan to base strategic business decisions on your market research results, you need to be confident that the data you receive holds statistical validity. Smart Advantage strives for a 90% confidence level in all of its market research projects.
There are a few things you need to consider regarding survey sampling, error rates, and validity. For an overview of these factors, including a calculator that can help you determine the number of interviews to be completed, visit: www.custominsight.com/articles/random-sample-calculator

What factors affect the price of the market research?

The number of completed interviews you contract to have completed, The number of target markets you choose to survey, If your company has global customers you would like included in the survey, If language translation is required, The complexity of the survey

What happens to the information once the survey is complete?

Once the number of completed interviews is reached, the data are reviewed for accuracy. It is then tabulated, analyzed and presented to your team in an on site presentation detailing marketing and sales implications as well as operational considerations.