It's amazing how many people and companies will say and do whatever it takes to make a one-time sale rather than taking the time to understand the clients' desired outcome.Īnd then having the courage and the concern to tell that client that what they really need is much less than what they told you they wanted In fact, that is the reason so many businesses are unremarkable, unmemorable, and, ultimately, unsuccessful. If it seems backward to put your clients' best interests ahead of your own that's understandable. Treat them the same way you would want to be treated.”
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Become their trusted adviser, their friend. “The strategy of pre-eminence is quite simply the ability to put your client’s needs always ahead of your own. The pre-eminent choice.”Ībraham goes on to outline why pre-eminence works so well: Once you begin to use it you will always stand out in the minds, hearts, and cheque books of your client, your employees, your employer, or your boss as the very best there is.
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“This simple adjustment in your focus is the key to what I believe is the most powerful business (and life) strategy you can employ. “This is true whether you own a business of your own or work for a business. “And while their competitors are usually unable to figure out this strategy, it is one anyone in business can successfully employ by simply changing his or her focus from ‘me’ to ‘you'. They approach everyone they deal with in a totally different and more effective way than anyone else does. “Frequently it's due to the fact that they have a better philosophical strategy. “Why do some people gain levels of success so much higher than others? In his wonderful book, Getting everything you can out of all you’ve got, marketing guru Jay Abraham devotes a whole chapter to the power of pre-eminence in business.
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How to use pre-eminence to increase your sales However the job for his client was completed on time. His clothes all had to be dry-cleaned when he had finished because of the state they were in. He had smart casual clothes and he wore these to do what was very messy and dirty work. What was interesting to me was that Frank was not dressed at all to do this type of work. He then spent about six hours cleaning up rubbish with the other temporary worker that had turned up. So what did Frank do? Frank went to his client’s business himself. Unfortunately this one time, at very short notice, he wasn’t able to get any replacement staff to do the work. So Frank rang a number of people he had as backups for just such a situation.
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Temporary staff doing manual work in factories are not that reliable. This was a common problem for Frank in his line of business. * Graham McGregor on What is your 'Clients for Life' marketing programme?
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* Graham McGregor on how to get someone to choose your business * Graham McGregor: Why businesses need to be bold in times of change * Do you have invisible sales in your business? Here are three strategies to try