Entrepreneur Plus - Short White
For Subscribers

Figuring Out Your Competive Advantage Boost sales by selling customers on your competitive advantage.

By Nichole L. Torres

Opinions expressed by Entrepreneur contributors are their own.

You've got the coolest widget or service around--now all you need is a solid competitive advantage to shout from the rooftops. And we're not talking the usual clichés, either. If your marketing materials say, "We have great service, knowledgeable people and great experience," go back to the drawing board. "Everyone's saying that," says Jaynie L. Smith, author of Creating Competitive Advantage and founder of Smart Advantage Inc., a consulting company in Hollywood, Florida. "How can you say it in a way that [the customer] believes you? Be different--talk about specifics. By using measurable, quantifiable statements, you get a lot more credibility."

First, do some market research to find out what your customers care about most. Is it fast deliveries? Longer hours? Determine what moves them, says Smith, and edit your competitive advantage message accordingly. Maybe your competitors offer more than 10 varieties or have a good safety record, but if they're not saying it to customers, you should. "If we say 95 percent of our business comes from referrals, and the other guy is not saying that, then we look like the leader," says Smith.

Continue reading this article — and all of our other premium content with Entrepreneur+

Join the internet’s leading entrepreneur community! With your subscription you’ll get:

  • Access to all of our premium content and an ad-free experience
  • A complimentary subscription to Entrepreneur Magazine
  • Four free e-books a year and 20% off everything from our bookstore
  • Exclusive events with business celebrities and successful entrepreneurs

Editor's Pick

A Father Decided to Change When He Was in Prison on His Son's Birthday. Now His Nonprofit Helps Formerly Incarcerated Applicants Land 6-Figure Jobs.
A Teen Turned His Roblox Side Hustle Into a Multimillion-Dollar Company — Now He's Working With Karlie Kloss and Elton John
3 Mundane Tasks You Should Automate to Save Your Brain for the Big Stuff
The Next Time Someone Intimidates You, Here's What You Should Do
5 Ways to Manage Your Mental Health and Regulate Your Nervous System for Sustainable Success

Related Topics

Business News

'I'm Not a Very Good Businessman': Kevin Costner Is Risking a Ton of His Own Money on New Project

The "Yellowstone" star discussed how he bankrolled his new epic movies — and his accountant isn't happy.


How AI is Helping Us Break Free From The 9-to-5 Grind

Explore the transformative impact of AI in reshaping work hours and fostering flexibility for a healthier work-life balance.

Business News

'I Am Just Floored': Woman Discovers She Won $1 Million Lottery Prize While Checking Her Email at Work

Initially, she thought the email was a scam, but went to lottery headquarters and walked away with a six-figure check after taxes.

Growing a Business

A Teen Turned His Roblox Side Hustle Into a Multimillion-Dollar Company — Now He's Working With Karlie Kloss and Elton John

Rush Bogin, a 17-year-old fashion designer, learned firsthand how finding market gaps and listening to customer feedback can bring major success.


How to Be an Ally to the LGBTQ+ Community During Pride Month and Beyond

Recent actions from Bud Light and Target have created more polarization on diversity issues in the workplace. Pride Month is a special time to celebrate with the LGBTQ+ community.