The Desert of Arizona
Sunny 81 Degrees – 12:57 p.m.
For quite some time, I had an issue with Jay Abraham’s Strategy of Preeminence.
The issue I had with the strategy is that I didn’t get it. It was beyond my capability to fully understand at the time.
This is his definition of the strategy:
“Preeminence extols, advocates, champions the role of the team member, supplier, prospect or customer.”
“Its focus is on the receiver and their best interest. It boils down to, ‘I’m not trying to sell you — I want to serve you.'”
The specific sticking point I didn’t get was how you were supposed to pursue a path of “selling without selling” when you actually had to put food on the table.
You might think Jay’s approach is a nice philosophy to have… until you have to sell something so you can eat. I’m sure a lot of people think that.
And then one day, it just clicked…
If you’re looking for a payoff YESTERDAY for everything you do, this is not the way to get that.
Here’s how this strategy actually takes a win for your prospect/client and turns it into a win for you as well. I could explain this, but Jay does it well already, so here’s how this flavor of “not selling” works:
“Instead of making a conclusive statement, give ammunition that allows a person to come to their own conclusion. You never want to draw the conclusion for them — you want them to draw the conclusion and then take action that makes a commitment.”
“By allowing people to come to their own conclusions, not only do you get them to ‘buy into’ your product and your service, but they will also ‘buy into’ the end result they believe they will achieve. When they draw the conclusion that, ‘Yes, this really will make my life easier, or make me richer, or I’ll be more respected in my community, or more powerful in my business’ — then they have begun to embrace the end result, and they’ll have a much higher likelihood of actually reaching it.”
To me, this is how smart people sell. The prospect becomes the client and actually feels better about the relationship AFTER the sale than before.
If you want to dig deeper into this, here’s a newsletter I wrote about it.