the relevance advantage

Your biggest challenge isn’t getting noticed — it’s staying relevant.

Customers today can find information, products, and services anywhere. What they can’t find in an internet search is the experience you deliver. That’s where loyalty is built.

The Relevance Advantage is a seminar and workshop series designed for small businesses who want to keep customers coming back, increase repeat sales, and build loyalty that lasts.

Why It Matters

  • Competing with Amazon and big-box stores is tough.

  • Discounts and promotions can’t buy loyalty.

  • Customers stay loyal when they see relevance, value, and experience.

This program helps you shift from just “making sales” to creating relationships customers won’t forget.

Who it’s for

  • Local business owners

  • Sales and customer service teams

  • Retailers, restaurants, service businesses

  • Chambers of commerce & small business alliances

What You’ll Learn

Through this interactive program, you and your team will:

  • Identify what makes your business relevant to today’s customers.

  • Amplify perceived value — the #1 driver of customer decisions.

  • Design experiences that keep customers loyal and generate referrals.

  • Leave with a simple 90-day action plan to apply immediately.

Bring The Relevance Advantage to your chamber, business group, or leadership retreat.

Formats

  • Keynote

    (30–45 min): Perfect for conferences, expos, and chamber luncheons.

  • Workshop

    Hands-on training for business groups and teams.

  • Seminar

    (3.5-4 hrs.) Hands-on training for business groups and teams.

request availability

Why Colby Goodman

Speaker of the standing-room-only session “Relevance, Perceived Value, and Experience” at the NAHB AMC Conference.

Proven track record: 110% new member growth and 91% retention at one of the nation’s largest associations.

Expertise that scales: principles used by multi-thousand-member organizations now tailored for small businesses.