As Founder and CEO of The Abraham Group, Inc., Jay Abraham has counseled over 10,000 clients in more than 1,000 industries. Widely recognized as a leading expert in sales and marketing, Abraham has spent his entire career solving complex problems and fixing underperforming businesses. In this series of articles, Abraham speaks about three topics at the heart of his overall business philosophy.
What does it mean for your company to be preeminent in its field? And why should current and potential clients care?
The answers are simple, but reaching preeminence is not. Being preeminent means being better than everyone else in every way. When it comes to business, it means being the supplier or provider of choice. Preeminence strategies include creating something entirely new, mastering a niche, developing pricing efficiencies, or outperforming similar competitors as a trusted advisor and thought leader.
Today’s success in business depends, in great measure, on not only developing preeminence but in your ability to convince prospects of your preeminence in your field. To gain absolute advantage in the eyes of your target market, you must be seen as the only viable source and solution to fulfill their goal, solve their problem, or make their opportunity a reality. Becoming the superior choice among all others in the category is always your goal.
So how do you get there?
1 | Always sell leadership
People are inherently begging to be led, but only by someone that they feel has their best interests solidly at heart. The key is to demonstrate with integrity that you feel the same way about their issues and challenges as they do. Demonstrate that you truly understand and possess/offer the only solution for fixing them.
2 | Selfish vs. Selfless
Businesses make the mistake of falling in love with their product or services, and that’s what becomes the emphasis of their sales pitch. Instead, they should be falling in love with their prospects, wooing them with a sincere desire to enrich, entertain, protect, and bring maximum benefits to their lives.
3 | Show, don’t tell
Your prospects don’t want to hear how great you are or be charmed merely by your thought leadership in your field. They want (and demand) tangible evidence of what you can do for them. Make sure all of your communications clearly present what you can do for them, what you’ve done for others, and why what you do is infinitely better (on their behalf) than what your competition does.
4 | Deliver your “mission statement”
Clients and prospects want to do business with someone/something that not only provides a product or service but are passionate about what they do. You need to convey a sense of responsibility, even a moral imperative, to deliver the best possible results for those you serve. Buyers must be left with the feeling that not working with you will be detrimental to their lives, their careers, even their happiness and well-being.
5 | Light a fire
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How Delane Parnell Beat the Game at Its Own Game
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Down to Their Last Dollar
Businesses fail every day, from world-beaters (like TWA and Lehman Brothers) to sexy high-fliers (DeLorean, Enron) to Steady Eddie, old-school icons (Toys “R” Us, Sears). Sometimes, of course, market conditions simply turn Sisyphean. But often, when that boulder starts to roll backward, a leader’s grit, imagination, resourcefulness, and ability to conjure a little luck can mean the difference between a brave new chapter and, well, Chapter 11. Here, four businesses that went from nearly bust to total gangbusters.
FLIPPING THE SCRIP
In 2011, tech industry veteran Doug Hirsch launched digital health care marketplace GoodRx with Scott Marlette and Trevor Bezdek. With 20 million people now using it every month to find affordable prescription medications, GoodRx has saved them $30 billion. Hirsch has continued to serve as co-CEO since taking the company public last year. We asked him how he’s kept it healthy through all the changes.
MAKING A BIGGER SPLASH
Hint founder and CEO Kara Goldin talks to Park Place Payments founder and CEO Samantha Ettus about breaking into a new industry with an unconventional strategy.
She has dreams of an IPO he knows how to make them reality
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Easing The Heavy Lift
Stord’s cloud-based warehousing platform started as a student project. It could revolutionize the global supply chain.
Driving Growth via Customer Connections
Salesforce research found that growing SMBs were more likely to accelerate their technology investments during the pandemic.
The Great Double Unicorn Fixer
The creator of Carbon Health wants to fix health care for the masses. Previously, he built a company with a mission to fix education for the masses. Both companies are worth billions. He comes from the edge of nowhere in rural Turkey. How the heck does this happen? It actually makes perfect sense.
5 Strategies for Conveying Preeminence in the Marketplace
Reaching the top of your game isn’t easy, but it’s the most effective path to sales success. Here’s how to get there.