At the 2012 Annual Meeting of the National Association for Hose and Accessory Distribution (NAHAD), author Jaynie Smith gave a presentation titled Relevant Selling - Competitive Advantage. Smith made it very clear that an advantage must be relevant in order for it to truly be a competitive advantage in any market.
When asked what their advantages are, most companies will give answers that are common to a list of about 10 characteristics that include things like price and service. However, as Smith points out, if these advantages are not relevant to the customers, then they really are not differentiators. Then pricing becomes the main characteristic.
I recommend that you take a look at both of Jaynie Smiths two books on the subject including her latest titled Relevant Selling. More details can be found on her website http://www.jayniesmith.com/smart-advantage
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