Latest / What is Business Development? / Episode 126: BD Book: "Preeminence" Author Dr. Villy Abraham

Transcript

Episode 126: BD Book: "Preeminence" Author Dr. Villy Abraham · What is Business Development?

0:04
Speaker 1: Welcome to the Business Development Podcast, brought to you by
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Speaker 1: the Global Business Development Association, delivering the strategies and tactics
0:12
Speaker 1: to boost your career and corporate growth.
0:23
Speaker 2: Hello BD Pros, and welcome to the Global Business Development
0:28
Speaker 2: Association podcast called what is Business Development? Well, folks, on
0:36
Speaker 2: this show, we'd like to address this one question that
0:39
Speaker 2: probably a lot of you think about, and is it.
0:43
Speaker 2: It's why do some professionals in companies become the only
0:48
Speaker 2: trusted choice in their market while others seem interchangeable? And
0:56
Speaker 2: the answer lies in pre eminence. And at the beginning
1:01
Speaker 2: of the show there you saw the cover of the
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Speaker 2: book pre Eminence. We're going to jump into that very soon.
1:08
Speaker 2: But before we talk about that brand new book, let's
1:12
Speaker 2: talk about another book that I personally like to think
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Speaker 2: has a little bit of pre eminence behind it, and
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Speaker 2: that's the Business Development Body of Knowledge. It's the industry
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Speaker 2: book for the business development profession. You can get it
1:26
Speaker 2: on Amazon. You can also go to the Global Business
1:31
Speaker 2: Development Association website and find out more about not just
1:37
Speaker 2: the Business Development Body of Knowledge, but our Business Development
1:41
Speaker 2: Professional Certification. So when you read the book, you can
1:44
Speaker 2: then take the exam and become a certified business development professional. Okay,
1:52
Speaker 2: now let's jump right into this brand new book. It's
1:56
Speaker 2: called pre Eminence, How to become the only choice your
2:01
Speaker 2: market can trust. It's the philosophy for earning loyalty, leadership,
2:08
Speaker 2: and lasting advantage. And the author of the book is
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Speaker 2: an individual who's been on our podcast before, doctor Villie Abraham,
2:19
Speaker 2: and it's co authored with Jay Abraham. And we've talked
2:24
Speaker 2: about some of doctor Abraham's books in the past on
2:28
Speaker 2: the podcast Fantastic Books. I'm so excited to have him
2:32
Speaker 2: back on the show as we talk through this latest book,
2:36
Speaker 2: which I think, folks, you're really going to enjoy. Now
2:40
Speaker 2: a little bit more about the book. You know, in
2:44
Speaker 2: a world that's flooded with options, information and aggressive selling,
2:50
Speaker 2: the true competitive advantage no longer comes from louder marketing
2:55
Speaker 2: or lower prices. It comes from becoming the most trusted
3:00
Speaker 2: advisor your clients could possibly choose. Pre Eminence. It's not
3:06
Speaker 2: a tactic, it's a philosophy. It's developed and refined over
3:11
Speaker 2: decades of advising business across industries. The strategy of pre
3:16
Speaker 2: eminence is built on a simple but powerful principle. When
3:20
Speaker 2: you place the client's long term well being above short
3:24
Speaker 2: term transactions. Trust compounds and extraordinary growth follows. And just
3:33
Speaker 2: a little bit about doctor Igbraham. Billy works with CEOs, founders,
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Speaker 2: and leadership teams to turn strategy into measurable growth by
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Speaker 2: focusing on what most organizations overlook. That's trust, positioning and
3:48
Speaker 2: hidden profit leverage is where it sits at the intersection
3:53
Speaker 2: of consumer psychology and real world execution, helping organizations across
4:00
Speaker 2: board grow their business. And he is also a professor
4:06
Speaker 2: of marketing, and as I indicated before, he's co written
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Speaker 2: the books with Jay Abraham, including the book called The
4:17
Speaker 2: Wonder Drug for Business Growth and The Growth Multiplier. Check
4:22
Speaker 2: out our previous podcasts to listen to a little bit
4:26
Speaker 2: more about those books. Okay, so folks, let's jump right
4:29
Speaker 2: into today's book again. We're talking about the book called
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Speaker 2: pre Eminence, how to become the only choice your market
4:38
Speaker 2: can trust. And let's welcome back to the show, doctor
4:42
Speaker 2: Billy Abraham. Billy, welcome, thank you.
4:46
Speaker 3: It's great to be here again, Tony.
4:48
Speaker 2: Yeah, great to have you. Great to have you, Billy,
4:50
Speaker 2: and I like how you really shape your mission statement,
4:55
Speaker 2: but also the introductory portion of the book on trust.
5:01
Speaker 2: That seems to be the real foundation of the book.
5:04
Speaker 2: So can you give us a little bit of understanding
5:06
Speaker 2: about why you wrote the book.
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Speaker 3: Well, the philosophy of pre eminence was not originated by
5:16
Speaker 3: Jay Abraham, but if you look up pre eminence on
5:19
Speaker 3: Google frequently, you will come across Jay Abraham, who has
5:24
Speaker 3: developed the philosophy over five decades. A couple of years ago,
5:28
Speaker 3: when I met Jay Abraham, we're not related. Everybody thinks
5:32
Speaker 3: that we are related, unfortunately not. We've collaborated on different
5:38
Speaker 3: aspects of his philosophies, and my added value to his
5:42
Speaker 3: body of work, at least, I hope, is the psychological perspective,
5:46
Speaker 3: the consumer behavior aspect of how is philosophy's play out.
5:52
Speaker 3: So when we developed pre Eminence and we added the
5:57
Speaker 3: trust elements and other consumer behavior or elements, we realized
6:02
Speaker 3: that a lot of people are talking about pre eminence
6:05
Speaker 3: but not necessarily knowing exactly what it means and how
6:09
Speaker 3: to apply it and why to apply it at all.
6:13
Speaker 3: So we came up with this book which really covers many,
6:17
Speaker 3: many aspects of pre eminence, which I don't think that
6:20
Speaker 3: we're covered in previous books, although they have touched different topics.
6:24
Speaker 3: So we cover the transformation from transaction to transformation, the
6:30
Speaker 3: language of pre eminence, why people follow leaders not marketers,
6:36
Speaker 3: the architecture of pre eminent messaging, pre eminence in client experience.
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Speaker 3: So we have the book is nineteen chapters long and
6:44
Speaker 3: covers many, many aspects, and we really realized that I'll
6:50
Speaker 3: give you an example of why we thought this would
6:54
Speaker 3: be a great topic to cover. It's not the reason,
6:57
Speaker 3: but it's just an example. So a couple of weeks
6:59
Speaker 3: ago I had a lesson and one of my students
7:02
Speaker 3: was sharing the company he works in, and he told
7:06
Speaker 3: me that he works in a company that markets fragrances.
7:09
Speaker 3: So I asked them, you know, what is your marketing strategy?
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Speaker 3: Because this was in the context of a course I
7:14
Speaker 3: teach coal consumer behavior in the Age of AI. So
7:17
Speaker 3: he says, well, our strategy is just, you know, to
7:22
Speaker 3: lower the price as much as we can in order
7:24
Speaker 3: to compete in the market. And I said, you know,
7:28
Speaker 3: I think it's a terrible strategy because you know, it's
7:31
Speaker 3: a race to the bottom. I mean, how long how
7:33
Speaker 3: low can you go? I mean, if you sell a
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Speaker 3: fragrance for one hundred dollars, somebody else will be able
7:38
Speaker 3: to sell it for ninety eighty seventy. I mean, there's
7:41
Speaker 3: really no end two prices. And then I said, why
7:44
Speaker 3: don't you work on building trust with your clients, Because
7:47
Speaker 3: whoever buys a fragrance doesn't only buy it once and
7:50
Speaker 3: not necessarily only buys it for him or herself. And
7:54
Speaker 3: if there's a trust system and you provide some added value,
7:58
Speaker 3: you would be able to compete on a very different level.
8:01
Speaker 3: So I think that being pre eminent is really thinking strategically.
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Speaker 3: The easiest thing to do is to have a better copy,
8:08
Speaker 3: lower price, more features. But there's no end to it.
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Speaker 3: And we really believe that being pre eminent puts you
8:15
Speaker 3: in a different place and gives your company or the
8:20
Speaker 3: business that you lead a lasting competitive advantage.
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Speaker 2: Yeah, and at the end of the day, as business developers,
8:27
Speaker 2: that's what we're looking for, is that competitive advantage that
8:29
Speaker 2: makes us pre eminent in the minds of our prospects
8:32
Speaker 2: and customers that we become their first choice. Okay, So
8:37
Speaker 2: I can't wait to jump into this villy and really
8:40
Speaker 2: deep dive the top three takeaways from your book. I
8:45
Speaker 2: know we have a graphic that you shared with me today.
8:47
Speaker 2: Should I just bring it up on the screen right now.
8:49
Speaker 2: Would you like me to do that?
8:51
Speaker 3: Yes? Please do?
8:52
Speaker 2: Okay, all right, folks. For those who are just listening,
8:56
Speaker 2: what we have is a pyramid, graphic and villain. If
9:00
Speaker 2: I may ask you to kind of walk through the
9:02
Speaker 2: graphics so those who are simply listening, not watching this
9:05
Speaker 2: in video format and so they can understand what we
9:08
Speaker 2: have here on the screen.
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Speaker 3: Okay, So here's a pyramid that we came up with,
9:13
Speaker 3: and we call it the pre eminence pyramid, which is
9:17
Speaker 3: comprised of five levels. So sorry. The first one is
9:21
Speaker 3: called the competence. I'll walk you through and provide examples.
9:25
Speaker 3: The second level is reliability, the third one is intent,
9:32
Speaker 3: and then we have advocacy and finally pre eminence. And
9:36
Speaker 3: before I delve into the different levels in the pyramid,
9:40
Speaker 3: I'd like to say something about a trap that I
9:44
Speaker 3: realized a lot of entrepreneurs getting into. They try to
9:47
Speaker 3: jump to pre eminence. But the trick is that you
9:51
Speaker 3: need to go up the levels slowly from stage one
9:56
Speaker 3: to stage two and especially critical our level three and four.
10:01
Speaker 3: If you don't go through levels three and four, it's
10:04
Speaker 3: not going to hold, it's not going to last in
10:06
Speaker 3: the long run, all right, So you've got to go
10:08
Speaker 3: through all the stages. You know. Today we live in
10:10
Speaker 3: a world, Tony where we want instant results, and it
10:14
Speaker 3: doesn't work this way with pre eminence, all right, So
10:17
Speaker 3: let's go through the level. So what is competence. At
10:20
Speaker 3: this level? You do what you're supposed to do, right,
10:23
Speaker 3: So if you're a marketing agency, you run ads that
10:26
Speaker 3: generate leads, and if you're a consultant, you give solid
10:30
Speaker 3: strategic advice, and if you're a software company, you deliver
10:33
Speaker 3: a functioning product. All right. So let's say a company,
10:37
Speaker 3: a client hires a digital agency, the campaign performs, leads
10:41
Speaker 3: are generated, and the job is done. That's competence. But
10:45
Speaker 3: here's the problem. The client still compares you to others.
10:49
Speaker 3: They still ask for multiple quotes, and this still see
10:52
Speaker 3: you as replaceable. The second level is called reliability. Now
10:57
Speaker 3: you're not just good, you're dependable, which critical. So it's
11:02
Speaker 3: pronounced or manifested in things like meeting deadlines, communicating clearly,
11:07
Speaker 3: providing consistent result. So if we take a look at
11:10
Speaker 3: the same agency that I mentioned in relation to the
11:13
Speaker 3: first level, the same agency not only generate leads now,
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Speaker 3: but does so month after month with clear reporting and
11:21
Speaker 3: no surprises. Right, so your clients are probably going to say,
11:24
Speaker 3: these guys are solid, but that's progress. But you're still
11:30
Speaker 3: but you're still in a situation where if somebody comes
11:32
Speaker 3: up with a cheaper product, you're at a risk. Loyalty
11:35
Speaker 3: is still fragile at this level, and trust is still conditional.
11:40
Speaker 3: So we got to move up to the third level,
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Speaker 3: which is the intent. This is where the shift happens.
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Speaker 3: You got to reach this level. You just cannot jump
11:48
Speaker 3: through the different levels. So here you stop acting like
11:51
Speaker 3: a vendor and you start behaving like a partner. You
11:56
Speaker 3: recommend against strategies that don't work, you challenge CLIs assumptions,
12:01
Speaker 3: and you prioritize outcomes over billable work. So you tell
12:06
Speaker 3: a client something like, running more ads right now won't
12:09
Speaker 3: fix your problem. Your landing page is broken. Let's fix
12:13
Speaker 3: that first, and if it reduces our ad budget, then
12:17
Speaker 3: we move to the next stage. So we're talking about
12:20
Speaker 3: short term decisions that make you less money, but in
12:25
Speaker 3: the long run, you gain trust. And at this stage
12:29
Speaker 3: the client starts thinking something like they're not just trying
12:32
Speaker 3: to sell me something, they actually care about my outcome.
12:37
Speaker 3: Level number four, the advocacy is where you go beyond
12:41
Speaker 3: your scope. You become a source of direction, not just execution.
12:46
Speaker 3: So you introduce clients to valuable partners. And this takes
12:50
Speaker 3: us back to the first book, the one that Drug
12:52
Speaker 3: for Business Growth, where I mentioned joint ventures where you
12:55
Speaker 3: can get referrals or either from other businesses or refer
12:59
Speaker 3: your client to other businesses. So this can come into
13:02
Speaker 3: play here. You recommend solutions you don't sell, and you
13:06
Speaker 3: actively help them grow beyond direct involvement. So you can
13:10
Speaker 3: tell your clients something like you need a CRM overhaul.
13:14
Speaker 3: That's something we do, but I'll connect you with someone
13:17
Speaker 3: I trust. Okay, Sorry, that's something we don't do, okay.
13:21
Speaker 3: Or you're hiring too fast, fix your onboarding before scaling, okay.
13:26
Speaker 3: So you're not thinking in terms of how do I
13:28
Speaker 3: maximize this deal. You're thinking in terms of how do
13:31
Speaker 3: I maximize my client's success. And now the clients will
13:35
Speaker 3: think I would trust them with any major decision. And
13:39
Speaker 3: the final stage, pre eminence is where you become the
13:44
Speaker 3: default choice. At this level, something powerful happens Tony. The
13:49
Speaker 3: client stops evaluating alternatives and not because they don't exist.
13:53
Speaker 3: Obviously there are a lot of alternatives, but because they don't,
13:56
Speaker 3: they no longer feel necessary. So a client say something like,
14:01
Speaker 3: before doing anything, let's ask what Tony thinks or what
14:04
Speaker 3: Villy things, or we don't need to shop around. We
14:07
Speaker 3: already know who we're working with, so they don't question
14:11
Speaker 3: your pricing. That's why you can charge premium prices but
14:14
Speaker 3: provide value. They don't compare you to competitors, and they
14:18
Speaker 3: don't hesitate to refer you. So it's a flywheel where
14:23
Speaker 3: if you reach pre eminence, you get more and more
14:25
Speaker 3: clients with less effort. So you're working smarter rather than harder.
14:31
Speaker 2: Yeah, well we would all love to work smarter and
14:33
Speaker 2: not harder than we need to. And I think this
14:36
Speaker 2: is a great tool for any business developer walking into
14:41
Speaker 2: a new role a new company. You're starting a new
14:44
Speaker 2: role as a business developer, and this would be a
14:46
Speaker 2: great thing to have in your hip pocket to just
14:49
Speaker 2: kind of assess, Okay, where is this organ Maybe even
14:52
Speaker 2: before you join the company, you're going through the interview
14:55
Speaker 2: process and really kind of assessing where the company is
15:00
Speaker 2: on this pyramid. And so, folks, just so for those
15:04
Speaker 2: people that are listening Competence is really that foundation layer.
15:08
Speaker 2: You can't see the visual here, but we'll just summarize
15:12
Speaker 2: real quickly. So it starts with competence. That's the foundation,
15:15
Speaker 2: that's the bottom of the pyramid. Next layer is reliability,
15:19
Speaker 2: the next one is intent, and then the level above
15:24
Speaker 2: that is advocacy and finally that of course ends at
15:27
Speaker 2: the very peak of the pyramid with pre eminence. So, Billy,
15:30
Speaker 2: let's assume I'm a business developer walking into a new company.
15:34
Speaker 2: I have my pyramid with me. How can I use this?
15:39
Speaker 2: What are the top three ways that I can implement
15:41
Speaker 2: the teachings from your book to really personally achieve that
15:46
Speaker 2: level of pre eminence and of course help my company
15:48
Speaker 2: achieve that level as well. How would I do that?
15:51
Speaker 3: All? Right? So you first of all have to analyze
15:54
Speaker 3: the company's operations and to explore how they deliver their products,
16:01
Speaker 3: what happens in the interactions with clients if you understand
16:08
Speaker 3: that there is no high level of trust. And by
16:10
Speaker 3: the way, trust can be easily assessed using scales, which
16:14
Speaker 3: I would be more than happy to share with the community.
16:17
Speaker 3: It's just five questions on the scale to one to five,
16:20
Speaker 3: and you can assess your client's level of trust in you.
16:23
Speaker 3: So if the level of trust is low, you know
16:25
Speaker 3: that you're probably somewhere on stage two, maybe three, not
16:29
Speaker 3: very high. So you've got to make sure that you
16:33
Speaker 3: analyze all the processes in the organization, whether it's human resources,
16:39
Speaker 3: whether it's customer service, whether it's product delivery. You know
16:43
Speaker 3: all the processes in the organization, and you've got to
16:45
Speaker 3: make sure that you meet all the five criteria. I
16:48
Speaker 3: would call these criteria. Okay, they're a low level criteria
16:51
Speaker 3: in higher level criteria. So make sure that you deliver
16:54
Speaker 3: reliable results. Make sure that you're consistent in providing the results.
16:59
Speaker 3: Make sure that if a client requires some kind of
17:04
Speaker 3: service or product that you don't have, you don't try
17:06
Speaker 3: to persuade them to take something that you have or
17:09
Speaker 3: can offer, and you say, look, you need something else
17:12
Speaker 3: I can provide, but I can refer you to a
17:15
Speaker 3: different company that can provide the service or the product
17:19
Speaker 3: that you need. And this is how you gain their
17:21
Speaker 3: trust and then you move up the skills. So move
17:25
Speaker 3: up the pyramids. So you have to analyze the company
17:28
Speaker 3: operations in all their aspects and try to understand where
17:33
Speaker 3: there is a fault and where the fault is you
17:36
Speaker 3: take things from there. You've got to try to assess
17:38
Speaker 3: in on right. So if you deliver results right, you're
17:44
Speaker 3: doing what you're supposed to do. Hopefully you're there, then
17:47
Speaker 3: you're competent, right And if you deliver it consistently, whether
17:50
Speaker 3: it's a service or product, then you're reliable all right.
17:53
Speaker 3: Now regarding intent, which a lot of businesses are not,
17:57
Speaker 3: there is to act in your client's best interest. So
18:00
Speaker 3: you've got to make sure that really, if you cannot
18:02
Speaker 3: provide a product or a service, you tell them. Look,
18:06
Speaker 3: by the way, Tony, when we're talking about the third
18:10
Speaker 3: level intent, it's not only referring to other products or
18:14
Speaker 3: other services or to other businesses. It's also a situation
18:19
Speaker 3: where somebody comes to you and is asking for a service,
18:23
Speaker 3: and he's saying, look, I need this or that insurance
18:25
Speaker 3: I need I don't know, I don't know health insurance, okay,
18:30
Speaker 3: and this guy is eighteen years old. You tell them,
18:33
Speaker 3: why do you need health insurance? Or what do you
18:34
Speaker 3: need life insurance? All right? So you act in their
18:37
Speaker 3: best interest and you say, look, you don't need this
18:39
Speaker 3: in the stage of your life. Or let's say you
18:43
Speaker 3: know young parents come into your store and they're looking
18:45
Speaker 3: something for the newborn child, and they want something that
18:48
Speaker 3: costs two thousand dollars, and you say, look, you know
18:50
Speaker 3: you're a young couple. If you take this other item
18:53
Speaker 3: which just costs one grand, I'll do the same for you.
18:57
Speaker 3: This is when you gain their trust and how you
19:01
Speaker 3: bring into play the philosophy of pre eminence in a
19:05
Speaker 3: very simple way.
19:07
Speaker 2: Yeah, this is great. So you know, when you're when
19:10
Speaker 2: you're entering that new company, you can use this pyramid
19:13
Speaker 2: pretty easily to kind of assess where the company is
19:17
Speaker 2: on this pre eminence pyramid, and that gives you a
19:20
Speaker 2: good starting point after you assess the operations to then
19:26
Speaker 2: understand where you can focus the most on contributing value
19:31
Speaker 2: and making some changes. Okay, So what would be number
19:34
Speaker 2: two top takeaway from the book?
19:36
Speaker 3: Well, and in the book we also talk about how
19:39
Speaker 3: to embed pre eminence in your communications. All right, you
19:44
Speaker 3: embedded in all sorts of in all the sorry operations
19:50
Speaker 3: and departments in your business and also in your communication.
19:54
Speaker 3: So when we talk about communication and the book, we
19:56
Speaker 3: talk about five layers that you should bring into practice
20:01
Speaker 3: when you're communicating. Okay, So there are five levels. I'll
20:05
Speaker 3: make this quick. The first level, or layer one we
20:08
Speaker 3: call it, is when you tell your client or your prospect,
20:12
Speaker 3: here is what is really going on. You provide context
20:15
Speaker 3: on the service or the product that you're providing, okay.
20:19
Speaker 3: And then the second layer is where you clarify the risks,
20:22
Speaker 3: so you say something like, here is what can go
20:24
Speaker 3: wrong and why that matters? Okay. You see how pre
20:28
Speaker 3: eminence is coming into play. And then the third level
20:32
Speaker 3: is where you say who this product or service is
20:36
Speaker 3: for and who it is not for okay. And in
20:40
Speaker 3: the fourth level is where you provide guide a choice,
20:43
Speaker 3: so you can say something like, given all of this
20:46
Speaker 3: or given all of the context that you provided, here
20:49
Speaker 3: is what we recommend or here's what I recommend and why.
20:52
Speaker 3: And the final, the final layer layer is the permission
20:57
Speaker 3: commitment okay, so you say something like if and when
21:01
Speaker 3: you're ready, here is the next step. So you're not pushing,
21:04
Speaker 3: you're providing advice and guidance, and you're showing your prospect
21:08
Speaker 3: that if he or she decides to proceed with buying
21:11
Speaker 3: the product to service, you are here for them. You're
21:14
Speaker 3: not being transactional. And this is something that I would
21:18
Speaker 3: maybe this is the major takeaway from our today's podcast.
21:22
Speaker 3: Think of how not to be transactional, but how to
21:26
Speaker 3: be transformational. And when you're being transformational in your attitude, behavior,
21:33
Speaker 3: transaction with your clients, that's the basis of being pre eminent.
21:38
Speaker 2: Yeah, I love about it.
21:40
Speaker 3: When you care about your client's transformation, trust is the
21:43
Speaker 3: basis of that. It's a relationship.
21:46
Speaker 2: Yeah, this is I love that quote. It's not about
21:49
Speaker 2: being transactional, it's about being transformational. Okay, great, So let's
21:54
Speaker 2: wrap it up then with the number three top takeaway
21:58
Speaker 2: from your book that business developers can implement, right.
22:02
Speaker 3: And the third major takeaway that I would like to
22:07
Speaker 3: emphasize is that when going if you read the book
22:14
Speaker 3: and you go into the different topics, one of the
22:17
Speaker 3: things that should guide your internalization of the philosophy is
22:23
Speaker 3: thinking in terms of strategy and not being tactical. Because
22:28
Speaker 3: when you think in terms of strategy, Look, when we
22:31
Speaker 3: look at public companies, Tony, they want to maximize profits, right.
22:35
Speaker 3: You want to show that you've exceeded your investors expectations
22:40
Speaker 3: regarding increase in profits, and this many times forces you
22:45
Speaker 3: to be tactical, right, because look, I want maximum sales.
22:49
Speaker 3: But the thing is that you need to think more
22:51
Speaker 3: in terms of what do I do now in order
22:55
Speaker 3: to bring more profits easier, all right, or more in
23:00
Speaker 3: the future with less efforts, because you know, when you're transactional,
23:05
Speaker 3: you're investing so much money on you know, ads with
23:09
Speaker 3: an ROI, which is sometimes even negative, you know, I mean,
23:12
Speaker 3: you know, promoting products today could be so expensive and
23:16
Speaker 3: if you have just one transaction with a client, it's
23:19
Speaker 3: probably not going to be a worthwhile ROI. However, if
23:22
Speaker 3: that client returns or buys more products because of the
23:26
Speaker 3: trust in you, then it becomes a more worthwhile investment.
23:29
Speaker 3: And it really requires being more strategic in your thinking.
23:33
Speaker 3: It's what we what me and Jay call being a
23:38
Speaker 3: funnel thinkers as opposed to a tunnel thinker. When when
23:43
Speaker 3: you think, it's like like in a funnel, you're you're
23:46
Speaker 3: looking at a broader picture, You're looking at what other
23:48
Speaker 3: people do in other industries, and you try to integrate
23:50
Speaker 3: it into your operations.
23:53
Speaker 2: Yeah that's great, I love it. Yeah, You're you're taking
23:55
Speaker 2: that wider view of the marketplace and looking at tangential
24:00
Speaker 2: industries that they have pre eminence of their own. Those
24:05
Speaker 2: various companies and then you can see how you can
24:06
Speaker 2: implement those best to breed practices in your own business.
24:10
Speaker 2: So that's great having that very strategic level perspective that
24:14
Speaker 2: regardless of where you are in the business development profession,
24:17
Speaker 2: you should always be taking a step back from the
24:20
Speaker 2: forest and not getting so focused on the trees and
24:23
Speaker 2: looking at those other opportunities that may be there that
24:25
Speaker 2: you can really leverage to your benefit. Okay, well, let
24:28
Speaker 2: me summarize real quickly the top three takeaways from your book.
24:33
Speaker 2: And again, folks, we're talking about Villi's book. It's the
24:36
Speaker 2: latest book called The pre Eminence How to Become the
24:39
Speaker 2: Only choice your market can trust. It's available on Amazon,
24:44
Speaker 2: and the top three takeaways we discussed today is, first
24:48
Speaker 2: of all, starting with that operational assessment of the business
24:53
Speaker 2: and looking at the pre eminence pyramid to figure out
24:56
Speaker 2: exactly where in the pyramid they are. Are they starting
24:59
Speaker 2: off at the automn and competence or are they well
25:02
Speaker 2: on their way up to the top of the pyramid
25:04
Speaker 2: in pre eminence. The other thing is having the communications
25:12
Speaker 2: that are consistent with pre eminence. And again it's using
25:17
Speaker 2: the language that speaks to each one of these layers.
25:22
Speaker 2: Are you communicating from the perspective of advocacy for your customers? Because, folks,
25:31
Speaker 2: as we define in the Business Development Body of Knowledge,
25:34
Speaker 2: business development is customer and community advocacy that creates corporate growth.
25:40
Speaker 2: And in this fantastic book you learn about it and
25:44
Speaker 2: you can always take a step back, grab your copy
25:47
Speaker 2: of pre Eminence and use it as a strategic guide
25:52
Speaker 2: book that helps you advance your business and grow it
25:57
Speaker 2: with raving fans of customers who know that right at
26:02
Speaker 2: the beginning of any opportunity for growth, they come to
26:06
Speaker 2: you because you are the pre eminent brand. You are
26:10
Speaker 2: their advocate, You are their first choice. Well, Billy, you're
26:14
Speaker 2: always my first choice when looking for authors to come
26:17
Speaker 2: onto our podcast. You've always been very insightful and your
26:23
Speaker 2: books are also very practical. They're not theory. They're also
26:26
Speaker 2: very implementabal. You have checklists and things like that. How
26:29
Speaker 2: can folks follow your work? Connect with you? And I
26:33
Speaker 2: think you also have an offer that folks can get
26:36
Speaker 2: a copy of the book from you directly. Is that right? Yes?
26:40
Speaker 3: Only for your followers, Tony, because I appreciate you so
26:44
Speaker 3: much so with this video on YouTube or whatever it is,
26:51
Speaker 3: you post it. You can post a downloadable copy of
26:56
Speaker 3: my book. I'll make it available on Google Drive and
26:59
Speaker 3: anybody that follows you can download it a gift for me,
27:03
Speaker 3: implemented applied. And if you'd like to ask any questions,
27:07
Speaker 3: I'm available on LinkedIn, Instagram, Facebook, Doctor Billy V I L.
27:12
Speaker 3: Y Abraham A B R H A M. I'd be
27:15
Speaker 3: more than happy to have you as my follower, and
27:18
Speaker 3: I share things also on medium, Insights from my different books,
27:22
Speaker 3: from my consultations, and things that I really hope will
27:25
Speaker 3: help make a change or shift in mind in the
27:30
Speaker 3: mindset of a lot of entrepreneurs.
27:33
Speaker 2: Yeah, well, and you always do when I talk to you, Billy.
27:36
Speaker 2: Thank you for your generosity.
27:38
Speaker 3: Folks.
27:38
Speaker 2: We'll have that link in the show notes so you
27:41
Speaker 2: can grab yourself a copy of the book for free.
27:45
Speaker 2: Doctor Billy Abraham. So wonderful to have you back on
27:48
Speaker 2: the show again and we can't wait to have you
27:51
Speaker 2: back again soon.
27:53
Speaker 3: Thank you for having me, Tony.
27:57
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