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 very effectively reveals that a company’s self-image can blind it to the realities of the marketplace, and that customers are attracted to (or repelled by) features that the company may not consider to be important. You need to look outside of yourself and make a proactive effort to learn what your marketplace demands, and respond to it. To me, a business book really resonates when its message goes beyond the narrow intention of the book. This one does.
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
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
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