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Lessons - How to 10X Your Business Without Spending More | Jay Abraham - Advisor to Tony Robbins & Fortune 500s · Success Story with Scott Clary

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  In this lessons episode, discover the strategy of preeminence and how it transforms businesses from
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  transactional sellers into trusted advisors. Learn why prioritizing a client's best interest,
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  deeply understanding their needs and reframing your role as a life-changing partner creates
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  lasting loyalty and understand how challenging perception sets a brand apart in competitive markets.
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  What is the insight for somebody building a business to understand the current state of the
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  consumer and how to capture them and sell to them properly? Well, and you've studied some of my
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  work. I have so much that it would be improbable to think you've studied all of it, but one of the
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  earliest things that I was fanatical about was something I called the strategy of preeminence.
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  I'm telling you this not to go rogue on you, but to go right to the answer. Actually, this was this
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  was actually we haven't even gotten into that was the first thing that I was going to go into,
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  but then you started to get interesting. So then I pushed it back a little bit.
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  I think it correlates here. So I studied, I studied, I'm like a closet student of the human condition.
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  And so I studied for years as I was doing this. You know, the people who own preemptive and
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  preeminent and I went from people that had that had significant what's the word I would use.
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  They were prominent and then I looked for preemptive and then I looked at preeminent and it was
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  a very, believe it or not, if you look at gradients and I'm into I studied and I'm not a mathematician,
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  but people don't realize this. Everybody and by the way, I'm a poster boy for adult attention deficit.
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  And I'm like a net that has had a lobotomy. So you'll have to tolerate me going rogue on you
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  and me on myself. But I studied everyone talks about the 10x moonshot. I'm going to get to
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  preeminence in just a minute, the 10x moonshot, you know, exponential growth. And I studied it for a
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  little bit and people don't realize that in math, you study math, which I didn't. I just did some
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  research on it. There are five or six gradients that are literally above and beyond
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  exponentiation. It's called hyper operationalization and it's tetration, hexation,
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  pentation, octation. And you couldn't even correlate it. It'd be like to infinity or beyond.
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  And the point is you can really take performance so much higher for the same time, effort,
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  opportunity, capital access to the market, human capital, etc. Now back to your answer for the
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  consumer. I created after studying a lot of people that were operating in this literally
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  preeminent world what it was about them that was profoundly different. And I'll send you a deck
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  that I did on it because just for yourself, you'll love it and you're welcome to share with
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  anybody. And it basically had many facets, but to give you the short takes about three hours to
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  explain it. And it's deep. But number one, they were seen as the most trusted advisor in the
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  category, the only viable solution you could turn to. And the reason was they did not give information,
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  they did not try to sell. They always tried to advise and tell their market what they felt was
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  in the market's best interest, irrespective of whether that was in the company's best interest.
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  And secondly, whether the consumer purchased what they advised and the combination, the quality,
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  the consistency that they advised, they always told what they believed was in the best interest.
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  I used to tell a story. If you came to Jay Abraham's bottle water shop and water bar and you asked
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  me for one half of a cup of water. And I took your money without first verifying that you knew that
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  your body needed seven and a half more of these every day's got for your body to function, your cellular
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  a health to be at prime, your creativity to be optimal, your digestion, your excretion,
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  everything to work for your stability, for your stress level. And I didn't go out of my way to make
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  sure you knew that irrespective of whether you upped your purchase from me, I would be deserving.
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  You know, I'm talking about being preeminent. If you came every two days in body glasses,
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  but I didn't make sure that somewhere, not necessarily me, but somewhere you were getting
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  the other eight and didn't go out of my way to make sure you knew what I believe was in your best
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  interest. I was stealing from you. So the first thing in being preeminent is being seen as the most
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  trusted advisor, the only possible source or or or or place you could turn to. And that is only
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  possible by doing that. The next is understanding and putting into words what your target audience
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  once and doesn't want in ways and it dimensions that no one else has ever articulated. And you cannot
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  do that if you don't really go to great depths to understand it. And I can tell you later on
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  a way that anybody can do it. I call it the mind of the mark. And that's another methodology we've
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  produced. Next is that you basically want to make sure that no matter what business industry,
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  you are in. You don't fall into the mistake of falling in love with your company, fastest growing
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  company, ink magazine, Fortune 500, Russell 1000, or you love your industry or you love your
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  product, you want to fall in love with the people you serve. And you have three kinds of clients
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  and you want to call them clients because if I call you a customer, if you look it up, Scott
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  and Webster's dictionary, it's somebody who it's somebody who's buying a commodity or a service.
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  If I call you a customer, but I want to be preeminent, what I'm really saying implicitly, if not
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  explicitly, is I am a marginalized commodity. I'm lucky as heck you're dealing with me and not
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  my competitor or an alternative form. If I call you a client, if you look it up, it's somebody who's
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  under the care, the well-being and the protection of another has a fiduciary connotation. When I see
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  myself being your most trusted advisor and I see my responsibility and I get that everybody in
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  the company sees that and we're on a mission and a crusade in behalf of that market of the
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  prospective client. And we see our role as being integral no matter if we answer the phone,
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  get the package to the shipping faster that it all helps achieve our purpose. That is very
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  profound. The other thing is literally you've got to stop thinking transactionally.
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  If I think that I sell water and I don't think about what happens when that water is acquired by
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  you and it's starting to serve your body, then I've marginalized myself a good example and you
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  can throw a monkey wrench and stop me because I can go, I can go robot. No, no, I'll I'm going to
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  go go ahead and tell me the other example and give you a great example.
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  And you know this because we've talked offline. I've had 1,000 industries around the world I've
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  helped. So I have a lot of experience in this. One time I had the largest first time home builder
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  in all of Mexico. They had 87 facilities. They had 3,000 sales people. They were doing
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  billions. They were traded on the New York and the Mexican stock exchange and they wanted a
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  breakthrough. And so I actually flew out there and I I spent time with not just the sales management
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  with many, many, many of the sales people and I asked them what they did and they said we sell
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  first family homes. Now the first family home market there. I don't know if it's still the same
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  because I've been back for three, four years. The government had a policy that if you work for a
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  legitimate company that pay taxes, they would make your down payment and they would then structure
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  your mortgage payments to conform with your income. So you could afford a beautiful home in a brand
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  new development with security walls with with all kinds of wonderful facilities, pools, etc.
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  It was in wonderful new areas where there were there were dedicated teachers. Now put that in
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  a band. So these people said we sell new, we sell first time homes. I said, well, what happens
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  when somebody buys a first time home? Nobody asked them. I said, let's look at it. First of all,
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  a couple that normally had only two options. They would live in a terrible area in an apartment where
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  it was very non conducive for a good environment for the wife. It was non conducive and a good
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  environment for the kids and the husband wouldn't have a lot of pride or they'd live with the parents
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  who would micromanage the family. It would be just terrible on the relationship between
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  husband, wife, parenting, etc. Because the grandparents would try to parent both the
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  husband or wife where their child was and the kid. When they get into a new development,
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  first of all, there's pride of ownership. It's a beautiful home. The husband feels like his work
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  has produced something. He works harder, is more exciting, gets promotions, makes more. The wife
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  hangs out with quality people. So do the kids. Their success, probability is enhanced dramatically.
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  The teachers are young and still want to teach. They're not jaded and calcified about
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  the whole process. More importantly, they are building an asset that will give them security
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  for the rest of their life. If they can't afford it, they can rent it and get somebody else
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  to pay for it for them. If they get it paid off and their parents die and they inherit the house,
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  now they've got an asset that will give them a higher quality of retirement or living,
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  or it'll pay for their children to have the education of a lifetime anywhere they want.
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  I went through all these things. There's a lot more. I said, no, you don't just sell first-time
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  homes. You transform entire family lives. Every morning, we started our day saying,
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  how many lives are we going to transform today? It was game-changing using the positive aspect.
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  I'm just giving you a few examples of that. I was going to say a lot of this strategy hinges
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  on you challenging the customer's perception. You challenge their world view to a degree
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  so that that places you in a position of trust because a lot if a company is just transactional,
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  then they're just accepting what the customer wants and that's and they're going to sell it to them.
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  But this preeminent strategy seems to challenge so that you are not only just understanding
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  what your customer wants. You're also trying to get them to see the world through a different lens
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  and then that would be your company. Is that fair? It's a duality. It's trying to see your business
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  through a different lens, but it's also trying to have people see you in contrast to everyone else.
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  If you think about it's divide and conquer, there's everyone else and then there's you.
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  I'm talking about something that's very sophisticated when you execute it, but that's only one of
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  about 97 methodologies we've given. But what we try to do whenever there's a lot of competitive
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  landscape and we're trying to get someone to be very preemptive. When people challenge them
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  about somebody else, we don't say, oh, Scott is a wretched swine. He's disgusting. He's
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  stuff is crap. Instead, we always say, look, there are a lot of very quality people in our industry.
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  And we know all the good guys and women and they work very hard and their products are very good
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  and their people are very dedicated and they give a good value and then we add that we're the
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  penny drops or the brick drops for what they do. But we don't even play in that world. We operate
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  in our relationship with you and how we engineer our products or our services and what we're committed
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  to deliver and how we go above and beyond the expectations and how we basically design everything
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  as if it was for ourselves in a much higher strata. So we don't even see ourselves even be
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  compared and you do things that are very different than most people would if you're competing.
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  Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so
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  you never miss an episode. And if you want to dive deeper into this conversation, check out the
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  links in the description to watch the full episode. See you in the next one.