Welcome to another incredible episode of the IDEA Collider│Pharma Book Club series with your host Mike Rea. Today a competitive advantage expert, and CEO of Smart Advantage, Jaynie Smith, joins us on the show. She delves into snippets in her book, Creating Competitive Advantage, & the role of competitive advantage in increasing sales and protecting profit margins.
Moreover, she explains that it’s not about prices but your value proposition, understanding your customers' top three buying criteria, and competitive positioning. Ultimately she discusses the power of competitive advantage, implementing metrics that quantify competitive ads and focusing on the company rather than product advantage.
Tune in for more!
During this episode, you will learn about;
[00:20] Introducing today’s episode
[01:27] About today’s guest, “Jaynie Smith.”
[05:05] The process of unpacking & looking for opportunities
[09:44] Does everyone in business understand why they are in business
[11:45] Competitive advantage is closing deals & making money in an organization
[13:43] Why companies don’t spend enough time listening to their customers
[16:09] Building your value proposition
[22:28] Competitive positioning
[26:05] Do people give positioning the credit that’s due in the business world
[30:48] Do ad agencies get competitive positioning right?
[32:20] Company versus product competitive advantage
[35:57] Why companies lose sight of things that matter most to their customers
[38:52] Persistence in communication
[40:58] How to connect with Jaynie Smith
[41:40] Book recommendations from Jaynie
Let’s Connect!
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