基本信息·出版社：Currency ·页码：228 页 ·出版日期：2006年05月 ·ISBN：0385517092 ·条形码：9780385517096 ·版本：2006-05-01 ·装帧：精装 ·开 ...
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Creating Competitive Advantage: Give Customers a Reason to Choose You Over Your |
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Creating Competitive Advantage: Give Customers a Reason to Choose You Over Your |
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基本信息·出版社：Currency
·页码：228 页
·出版日期：2006年05月
·ISBN：0385517092
·条形码：9780385517096
·版本：2006-05-01
·装帧：精装
·开本：32开 Pages Per Sheet
·外文书名：创造竞争优势：让顾客选择你
内容简介 Book DescriptionThe biggest marketing flaw in most companies is their failure to fully reap the benefits of their competitive advantages. Either they think they have a competitive advantage but don't. or they have one and don't realize it. or they know they have a strong competitive advantage but fail to promote it adequately to their customers and prospects.
In my research with middle-market companies, I found only two CEOs out of 1,000 who could clearly name their companies' competitive advantages. The other 99.8 percent could offer only vague, imprecise generalities. These same CEOs often rely on outside consultants to guide strategic-planning sessions. Yet, in my experience, very few consultants - even seasoned ones - give competitive advantage evaluation more than a superficial glance....
Ignoring your competitive advantages can be an expensive and even fatal mistake. Because no matter the size of your company or the kind of business you are in, your competitive advantages should be the foundation of all your strategic and operational decisions. They're the reasons customers choose to buy from you instead of the other guy. - From Creating Competitive Advantage
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 acompetitive 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 AuthorJAYNIE 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
Book Dimension : length: (cm)20.8 width:(cm)13.8
作者简介 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).
编辑推荐 "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
Jaynie Smith’s experience as an advisor to scores of CEO’s has been distilled in this comprehensive look at sound competitive strategies. It’s back to the basics, an exercise every business needs to revisit!”
-- Clark Johnson, former CEO, Pier I Imports
"Compelling! The clarity with which Jaynie Smith presents her message is particularly valuable because the concept is, among business leaders, frequently discussed but often understood only superficially. Finding and using your advantage is the key to not only survival but more importantly, attractively profitable survival. Should be required reading for business leaders."
— Chuck Lillis, former CEO, MediaOne
