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.
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.
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
If you have been following our blogs and /or know our work through my books, you are aware that we are strong believers that you should provide customers with solid evidence that you can, with proof, deliver what they want. I don’t mean that you can deliver the widget or the service you sell, read more