The Book: The Rarest Advantage

The Rarest Advantage: How to Co-Create Strategic Value to Retain and Expand Your Key Customer Accounts
by Betsy Westhafer and Tony Bodoh



Recognized internationally as experts in executive customer engagement, authors Betsy Westhafer and Tony Bodoh have come together again to bring their knowledge and expertise to C-Suites and Strategic Account Managers who strive to achieve exponential growth by co-creating value with their key customers. This book is for every organization that wants to grow by placing their customers at the center of all they do.

From the foreword, written by Denise Frier, President & CEO of SAMA: “Intensive customer co-discovery is paramount for co-creation of mutual value, and the most successful B2B suppliers are the ones that have figured out how to do it consistently. It’s even more important during these tumultuous times, when you’d be foolish to assume that your customer’s priorities are the same today as they were yesterday. Yet, as is so often the case, how to do so has proven elusive. Into the breach comes The Rarest Advantage with it’s practical, actionable method for co-creating value by leveraging the C-Suites of your own company and your customer’s.”

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Hardcover, Paperback