“In the Rarest Advantage, Betsy and Tony outline the process for ensuring a long-term strategic partnership with your key accounts. By connecting with the C-Suite of your most valued customers, and cultivating and developing relationships through well-managed Customer Advisory Boards, your organization can go from just being another vendor to being a key long-term, strategic advantage for your most valued customers. When you focus on helping your customer grow, you give yourself the opportunity to grow with them.”

“As a business owner, reading The Rarest Advantage showed me that I was analyzing my client relationships all wrong. It made me analyze my company, my team, my clients, and myself. While focused on leadership and bringing value as my primary role, this book helped me identify the changes I could bring to my company to make a grand impact. It allows you to review your processes with the do’s and don’ts to ensure you not only grow your business but bring success to the future direction of your company, your clients. Great read!”

“In The Rarest Advantage, Betsy Westhafer and Tony Bodoh provide a roadmap for how to build deep, meaningful, value-led relationships that create win-win outcomes for you and your customers. They share a timely and insightful guide into critical tools like Customer Advisory Boards, executive engagement, and aligning with your customer’s goals. This book will help any customer-facing leader build a concrete and impactful customer engagement strategy.”

“Westhafer and Bodoh have distilled their decades of customer development expertise into a pragmatic and stepwise guide to building, cultivating, and institutionalizing strategic customer relationships. This is a must-read for members of the C-Suite who seek outsized growth and impact with their most important customers.”