The Strategy of Preeminence is a fundamental mindset which Jay Abraham, one of my main marketing heroes learnt from a client.
Quite simply it is the ability to put your client’s needs ahead of your own and become their most trusted adviser.
To do what is in their best interests and to show that you really care about making their lives better through your product or service.
Do it right and it will make you and your business stand out from the crowd and it lies very much as a core philosophy of my own customer focused entrepreneur concepts.
Who Are You In Business For?
Many businesses are in business for themselves and not for the benefit of their clients.
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 they do, their habit of over-promising and under-delivering may put you at a short term disadvantage but a long term advantage.
It gives you opportunities for extra profit, to stand out and to do the right things so you feel good in your business.
Your competitors’ customers are left bruised, battered and annoyed by the experience so the chance of repeat business is negligible.
Profit From Repeat Business
I believe you should be making your profit through repeat business with existing clients and through referrals from those clients.
So does Jay Abraham and the massive amount of money he has made for his clients (measured in billions until it got so big he stopped counting) shows that we are both right.
You have to show the client that you really care about them and the outcome they get from your product and service and when necessary put their needs ahead of your own.
Client vs Customer
This definition of customer v client is critical and Jay Abraham uses 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.
The difference is crucial in a world where we are fighting to avoid being treated as a commodity.
Selling The Right Thing
You don’t sell anything to a client.
You only sell products and services that will give them the benefits that they want and need.
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.
Under the Jay Abraham concept of the Strategy of Preeminence you confirm your understanding of what it is that they really want and then explain why the product they wanted is not right for them and point them towards another one that you can recommend with confidence.
And you do it even if you make less money on the deal. Jay Abraham isn’t about maximising the profit on a transaction but about helping you to maximise the profit you make on the relationship with that client.
Jay Abraham Explaining The Strategy Of Preeminence
Here is a video of Jay Abraham explaining the strategy of preeminence. It starts abruptly but the preceding video is mainly fluff and not worth your time.
On the surface, you can see this as an excuse to wimp out on price negotiations.
It is about creating fair deals where you are both happy before and after each transaction.
It’s also about accepting responsibility for your customers and doing whatever is necessary to help your customer decide to solve a problem you can help fix.
No more feeble promotions.
No more holding from an upsell or cross-sell that will help your customer.
For more information read Overcoming Your Inner Resistance To Selling