In a world which is trying to commoditise you and your product or service, the best way to standout is to adopt Jay Abraham's concept of the strategy of preeminence.

Most people talk about being customer focused but often they are empty words. The strategy of preeminence requires you to be seen as the ultimate fiduciary and trusted adviser who puts their clients interests above everything else.

Your purpose is to give your clients the best short term and long term results and benefits.

This means that you have to be ready to ask questions and listen to what it is that they really want and you will never take an order just because they want to buy.

That may not sound like much of a strategy for increasing profit but look at it from the other side.

You will never let they buy less than they should, or at least you won't be shy about offering and recommending that they buy more because you have their best interests at heart.

You will never let your customers buy a product or service which although cheap, won't give them the benefits that you know they want because you know they are wasting their money. Recommending a better, more expensive product which does give them the benefits they want works out to be cheaper for them in the long run.

You will never shy away from giving your clients referrals because you know that your associates will treat them fairly and honestly when the alternative may mean they go to an unscrupulous rogue.

Client or Customer

Did you notice I kept on using the word "client" which you may have been translating into "customer".

I wasn't being precious as a professional because this is another part of the mindset and Jay asks people to look up the definitions for customer and client in Websters dictionary.

A customer is defined as "someone who buys a commodity or service" while a client is "someone who's under the care and protection of another."

Can you see what a difference this makes to the way that you look at your clients and how by adapting this attitude and mindset every action you take and everything you say marks you out as caring and concerned?

This is a very liberating idea which will make you feel good about marketing and selling.

I talk to many people who feel reluctant to go to existing clients and ask them to buy more but it doesn't make sense.

You know that you will "bust a gut" to do a great job and make sure that you don't let them down and by extending your scope, you bring more of your client's affairs under your care, protection and guidance.

Business Coaching for customer focused entrepreneurs

Business Development Advice - third party business development products reviewed.

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