Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

The definition of a competitive advantage is:

Something your customer
considers extremely important,
at which you excel.

If you have something that the competition does not have and your customer doesn’t need it, there is obviously no advantage.

Advantages are in favor of someone, not against someone.

Develop a competitive advantage.