The Strategy of Preeminence is a fundamental marketing mindset attitude based on establishing yourself as the most trusted advisor.
It has been brought to the attention of the world by maverick marketing genius, Jay Abraham but he has admitted that he discovered it when working with a client.
It is the ability to put your client’s needs ahead of your own.
To do whatever is in their best interests and to show that you really care about making their lives better through your product or service.
How the Strategy Of Preeminence works
This strategy will make you and your business stand out from the crowd. It lies very much as a core philosophy of my own customer focused entrepreneur concepts.
You see many businesses are in business for themselves and not for the benefit of their clients and customers.
Do your competitors have the attitude of “take the money and run” as they promise whatever they have to in order to get the first sale? If so, they often over-promise and under-deliver. That gives you opportunities to be seen as more genuine and caring.
Their customers are left bruised, battered and annoyed by the experience. The chance of repeat business is negligible and with the growing power of social media to give everyone a voice that can be heard, a bad reputation can become well established.
If you’ve read my blogs of my free report, The Six Steps Profit Formula, you will know that you should be making your profit through repeat business with existing clients and through referrals from those clients.
If you work with the strategy of preeminence, you have to show the client that you really care about them and the outcome they get from your product and service. When necessary, you put their needs ahead of your own.
When Jay Abraham teaches this strategy, he makes a big issue about the difference between client and customer
Using the definitions from Websters dictionary.
- A customer is someone who buys a commodity product or service.
- A client is under the care and protection of another.
This difference in a world when we are fighting to avoid being treated as a commodity is crucial.
Because you protect them, you don’t sell anything to a client. You only sell products and services that will give them the benefits that they want at a fair exchange in terms of value for money.
If a client asks for a product that you know is wrong for them and won’t do what they want, you have a duty to educate them.
You confirm your understanding of what it is that they really want and then explain why the product they said wanted is not right for them and point them towards another one that you can recommend with confidence.
This may mean you sell a less expensive item or a more expensive one but you do it in the name of making sure that your client has the right product for their wants and needs.
The Impact Of The Strategy Of Preeminence On Your Marketing Mindset
You might not have liked the bit about selling a less expensive, less profitable item to a customer who is prepared to pay more.
I can understand that.
It’s hard to say No to easy money.
But please look at it the other way.
Can you imagine how liberating it is when you know you are so committed to doing the right thing by the customer that you will let it hit you in the bank balance?
You no longer feel bad about marketing.
You’re educating your customers (or should I say clients) about products and services that could be good for them.
If a client is buying a lower spec product than you think they need, you won’t be afraid to speak up and explain the benefits of a more expensive item.
You know you are doing it for your client and not for yourself.
If you think a client needs to buy extra items to get the full benefits they want, you’ll tell them about the other products without feeling pushy.
You’re committed to doing your best for them and to hold back this information is doing them a disservice.
Clients understand what you’re doing and respect you.
They’ll have seen that sometimes you win but sometimes they pay less than they were expecting.
You have a reputation for proper customer service.
And it’s all down to the strategy of preeminence.
Jay Abraham Explains The Strategy Of Pre-eminence
Here is Jay talking about the strategy in this 3 minute video.
If that’s whetted your appetite for more, then this longer 31 minute video looks at the advanced strategy of preeminence.
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