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?

As recommended by

  • “Yes … you have schooled us/me well. We now state our competitive advantages only in supportable and empirical statements.”

    Jerry Kertesz VP Sales, National Accounts

News & Announcements

  • Are Customer Surveys Useless? Ask the Airlines

    posted on August 7th, 2017 | Blog

    Each time I fly, if I am in the airlines’ frequent flyer program, I receive a customer survey almost upon landing. Or maybe everyone gets it. I can guarantee you that no passenger feedback form is telling the airline they approve of “the new airline industry”. Customer feedback is useless to them, so why do read more

  • Avoid this Sinkhole: Customer Complaints Often Offer Dangerous Surprises

    posted on July 17th, 2017 | Blog

    It is a fact of life that your company, any company, is going to have complaints. It doesn’t make you bad people, it just means that a customer experience didn’t measure up as expected. It doesn’t surprise us that solving issues is often an important driver in a buying decision. Yet it does surprise us read more

  • What builds Trust? It may not be what you think!

    posted on June 13th, 2017 | Blog

    When it comes to making a buying decision, where does trust rate as a criterion? A recent Wall Street Journal interview with a couple of business consultants tried to address the question using the travails of United Airlines as an example of a company that has lost public trust. The downturn in business for United read more