Creating
competitive advantage by
Jaynie l. smith
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.
Reviews:
"So many companies think that
differentiation is the key to success.
It isn't. The key is knowing how to
articulate what's different or better
about your product. Creating
Competitive Advantage is a must-have
for any CEO's library."
-- David Neeleman, CEO, JetBlue
Airways
"Jaynie Smith presents you with the most
valuable marketing edge you can ever
have -- and it won't cost you one cent…
Just be sure that you unleash it before
your competitors do… The sooner you read
[Creating Competitive Advantage],
the sooner you'll profit from it."
-- Jay Conrad Levinson, author of
Guerrilla Marketing
"Any book that tells you how to be
different from your competitors is worth
reading. It's what good strategy is all
about. Creating Competitive Advantage is
just such a book."
-- Jack Trout, author of
Trout on Strategy
“With engaging writing, telling
insights, and inescapable logic, Jaynie
Smith shows us how Creating
Competitive Advantage is key to a
successful business.”
-- Robert B. Cialdini, author of
Influence: Science & Practice
“Creating Competitive Advantage
is a weapon every business person
needs in their arsenal to survive in
today’s tough world.”
–Jack Stack, President & CEO, SRC
Holdings Corp., author of The Great
Game of Business
About the Author:
jaynie l. smith
is the
founder of ICS Marketing, and president
of Smart Advantage, Inc., a management
consultancy whose clients include
hundreds of middle-market businesses.
She also serves as the Florida chair for
the Executive Committee (TEC), an
international network of over 11,000
CEO. She resides in Hollywood, Florida.
WILLIAM G. FLANAGAN has been a writer
and editor at Forbes, the Wall
Street Journal, BusinessWeek,
Esquire, and New York
magazine. His last book was Dirty Rotten
CEOs (Citadel).
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