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Creating Competitive Advantage: Give…

Creating Competitive Advantage: Give Customers a Reason to Choose You Over…

by Jaynie L. Smith

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Another book on creating your value proposition. Worth reading for it has some good points in it, but takes a while to get to the point. I like her discussion on the concept that competitive advantage needs to be objective not subjective. ( )
  GShuk | Jul 29, 2011 |
Using telling case studies, Jaynie L. Smith reveals in “Creating Competitive Advantage” how to exploit your competitive advantages to keep your firm alive and growing.

In her research, the Florida chair for The Executive Committee, an international organization of more than 11,000 CEOs, claims to have found only two CEOs of more than 1,000 middle market companies that could succinctly and clearing articulate their firm’s competitive advantage.

According to the author, the five fatal flaws of most companies:
1. They do not have a competitive advantage but think they do.
2. They have a competitive advantage but don’t know what it is—so they opt to lower prices.
3. They know what their competitive advantage is but neglect to tell clients.
4. They mistake “strengths” for competitive advantages.
5. They ignore on competitive advantages when making strategic and operational decisions.

These flaws, the author states, need not be fatal. In ten short, yet thought provoking chapters, she guides the reader through a plan that identifies his or her competitive strengths and prepares an action plan to exploit them.

“Back to basics” is this simple, well-written book’s message. Yet, it is a message business leaders will ignore at their firm’s peril. ( )
  PointedPundit | Mar 23, 2008 |
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Amazon.com Product Description (ISBN 0385517092, Hardcover)

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. 

(retrieved from Amazon Thu, 12 Mar 2015 18:24:05 -0400)

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