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.
Smith’s elegant little book should be mandatory reading for all entrepreneurs.
Do you feel commoditized? Are you fighting the price game every time you have a new opportunity? We see so many companies succumb to price pressure because they don’t have a relevant value proposition. Often they miss the opportunity to provide solid confidence building in the sales encounter. Nothing grabs the attention more of a read more
Last blog post, I wrote about the disintegration of loyalty programs, specifically mentioning Delta and Marriott hotels. This is a trend happening across industries. When a company provides a diminishing return of rewards to loyal customers, shouldn’t that company be concerned with how they are perceived and how they deliver customer service? In other words, read more
As a frequent business traveler, I can’t help notice the moves made by large companies in meeting the needs of their customers, or not. I have been an elite member of the Marriott Hotel chain for years. It affords small benefits but ones that their elite members have come to value. Besides speedier (sometimes) check-in, read more