Strategy of Preeminence raw notes
Strategy of Preeminence and building alliances
Philosophical strategy that can be a driving force behind how you relate to people in business and life
Strategy of Preeminence - asks you to suspend the way you have operated business and relate to customers and people
Asks you to see yourself as your most trusted advisor/counsel/confidant in the field of endeavor in the area of expertise and in the outcome area that your product or service produces in their life
You want to be seen as the definitive expert source and most trusted source and fiduciary of your area of expertise
You have to start a lot of shifts: Attitude of who you are selling to
Competition wants to marginalize our advantage
You should never let the customer purchase something with less quality, quantity and frequency than they absolutely should. That breaches your contract with them as their fiduciary
Start by changing focus of what you do and who you do it for.
Don’t fall in love with your company, product, or service. Fall in love with your client. You’re business is designed to make other lives improved
Don’t use customer -> use the word client. It connotes a much higher level of relationship. Authoritative respect.
As a fiduciary, that’s what they do
Customer - someone who purchases a commodity or service
Client - someone who is under the care and protection of another
- Team members and staff
- people who buy your product
Marketing, Strategy, and Innovation - orchestrating change to better a clients situation
Never allow someone to do whatever they want.
Example of half glass of water.
Moral obligation to tell the customer a half glass of water isn’t enough. You are obligated, as the expert, to let the customer know they need 8 glasses of water - at your business or elsewhere
Never let anyone buy less quality, less quantity, the wrong combination.
“I can’t sell you that, it won’t serve you well”
Your relationship is a permanent one, not static. If you have nothing else to sell to them, they are still important to you and you need to concern yourself with them.
The SoP presumes that you are not going to wait for money to change hands before you start guiding, counseling, and helping people you deal with.
Deal with people as if they are already your client
Dispel forever -> “Am I worthy of the goal I’ve set?”
-> “Is the goal worthy of me?”
Live to make peoples life better because you’re in it.
You will learn to listen to what people are saying. Their point is more important than your point.
If you want to be the most interesting person in the world, be the most interested.
How much more value can you give to your client that they appreciate and desire. Establish yourself as the solution to the problem your client has - giving them clarity about the problem they are experiencing and informing them exactly how to solve it.
Examine, understand, respect, appreciate, and carefully evaluate how others see life. You don’t need to agree with them but you need to understand them and their life. Empathize.
Others relate in different modalities - figure it out and engage with them on their level.