Competitive Advantage • marketing • SALES • OPERATIONS • differentiation


Create Content That Differentiates


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Turn Vague Messaging into Differentiators!

90% of messaging contains marketing clichés. This portrays a commodity and increases the need to cave in on price.

Competitive Advantage workshops are fast-paced and highly interactive. Workshops are presented to your company’s select team of strategic leaders.

Smart Advantage onsite workshops are ideal for companies that are confident they know what their customers truly value, but need help with their sales and marketing content. This workshop is best suited for an audience of 15-20 attendees from management, sales, and marketing.

Attendees are taught the concept of articulating competitive advantages. They will learn the difference between competitive advantage and differentiators, dangerous disparity, and shadow effects. Attendees will go through the practice of creating, articulating, and using competitive advantage statements – sales-driving descriptions of what differentiates you from the competition.

Attendees leave with a list of competitive advantage statements for use in their marketing campaigns and sales encounters.

Ideal for executive retreats and pre-planning sessions.

Customized Workshop Includes

  • Learn what a Competitive Advantage is, and is not
  • Work through multiple exercises and breakout sessions
  • Brainstorm potential Competitive Advantage statements that better articulate your company’s value
  • Discuss case studies of good and bad communication in marketing and sales
  • Receive session outcomes with consultants’ comments and next steps

Course Objectives

  • Update your sales and marketing messaging so that it differentiates you
  • Minimize price as an issue
  • Identify strategic and operational priorities to create future Competitive Advantages, or to maximize current ones
  • Create CRIs (Customer Relevant Indicators) for your company

You Will Have

  • A new way of thinking about Competitive Advantage – The foundation of your new sales and marketing messaging for client acquisition & retention
  • A list of newly articulated and clearly defined Competitive Advantage statements
  • An understanding of Competitive Advantage statements impact on your profitability


  • You can have a new value proposition that is consistently communicated by sales, marketing, and all of your employees
  • You can align your operations, strategic initiatives, and investments with your new value proposition. Save company resources from being invested in unvalued efforts
  • Improved teamwork and company culture because everyone is working to excel at your competitive advantages

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