Creating Competitive Advantage

Give Customers a Reason to Choose You Over Your Competitors

By Jaynie Smith; William Flanagan
(Broadway Business, Hardcover, 9780385517096, 228pp.)

Publication Date: May 16, 2006

List Price: $21.00*
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Description

Why should I do business with you… and not your competitor?
Whether you are a retailer, manufacturer, distributor, or service provider – if you cannot answer this question, you are surely losing customers, clients and market share. This eye-opening book reveals how identifying your competitive advantages (and trumpeting them to the marketplace) is the most surefire way to close deals, retain clients, and stay miles ahead of the competition.

The five fatal flaws of most companies:

• They don’t have a competitive advantage but think they do
• They have a competitive advantage but don’t know what it is—so they lower prices instead
• They know what their competitive advantage is but neglect to tell clients about it
• They mistake “strengths” for competitive advantages
• They don’t concentrate on competitive advantages when making strategic and operational decisions

The good news is that you can overcome these costly mistakes – by identifying your competitive advantages and creating new ones. Consultant, public speaker, and competitive advantage expert Jaynie Smith will show you how scores of small and large companies substantially increased their sales by focusing on their competitive advantages. When advising a CEO frustrated by his salespeople’s inability to close deals, Smith discovered that his company stayed on schedule 95 percent of the time – an achievement no one else in his industry could claim. By touting this and other competitive advantages to customers, closing rates increased by 30 percent—and so did company revenues.

Jack Welch has said, “If you don’t have a competitive advantage, don’t compete.” This straight-to-the-point book is filled with insightful stories and specific steps on how to pinpoint your competitive advantages, develop new ones, and get the message out about them. 




About the Author
Jaynie L. Smith is Founder and CEO of Smart Advantage, Inc., a marketing/management consultancy whose clients range from mid-sized companies to Fortune 500 companies. Her company has taught CEOs in over 400 industries how to uncover and use competitive advantage in their sales and marketing messaging. She consults nationally and internationally with many CEOs and C-suite level executives in helping businesses define their competitive advantages. Her 40,000 plus hours experience consulting CEOs & 17 Top Performer Awards for CEO coaching are visible in the results that her clients get.

Her clients experience double-digit growth within 6-12 months after implementing the Smart Advantage process. Once a company can answer the question, "What is your #1 Competitive Advantage?" they can effectively sell a truly significant value proposition.

She has served as a keynote speaker for numerous associations and is transforming businesses all over the world with her message of finding their competitive advantage. Her presentation is rich in content, focused on providing a new way to understand business, and delivers new tools to compete more effectively. She is personal, humorous, and uses real examples of well-known companies.



McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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