Jay Abraham Case Study #203
Everyone talks about the "lifetime value of a customer." But how many have taken the time to calculate the "lifetime value of Abrahamization" to themselves personally or to their business? It could well be $500,000, a million or even multiples of millions.
Many of us who have been exposed to and studied Jay's "body of works" typically gravitate through three stages:
Stage1: Take the information from Jay and "borrow" it, sometimes word for word and use it with our clients or within our own organizations. We're too sophisticated to admit we just "ripped it off." Does Jay mind? I've never asked him, but it seems that Jay has this unshakeable faith that "what goes round, will come around."
Stage 2: After much study and "internalizing" Jay's principles, philosophies and teachings, we tend to "tweak it" a bit more, adding a unique twist and start to "layer" our own piece of originality to the process. It's somewhat akin to Jay laying the foundation for the building and then we add some more levels and windows to allow some "originality" to filter in.
Stage 3: Once we began to consistently "practice" what "Jay preaches", we find ourselves developing powerful new and original strategies. These may appear to be totally unique and different, and in many situations they are. But when we peel back the layers or "drill down", the foundations can still be traced back to some of Jay's core philosophies, strategies and tactics.
As a professional whose daily efforts are focused on developing new business and new streams of revenues, I've developed a seven-step process that I share with clients and salespeople to help them grow their enterprise. While I can't quantify exactly how many hundreds of thousands of dollars or even millions, this process has generated, I'd like to share this "process" with others and you'll recognize some of the original roots.
- Solve a problem. Sounds simple enough, but develop the skill to really, really understand the client's problem. We're told to "sell the benefits." But it's time to go far beyond that. The biggest benefit you can bring to a client is to develop a total solution. Strategically, you want to have another "U.S.P." and that is to become in the client's mind, the "Ultimate Solution Provider."
- Make me feel "good" about myself, my circumstance or the relationship. Make me feel confident in my trust for you. Someone once said, the four main currencies in people's lives are money, time feeling safe and feeling secure. How many ways can you find to "make me feel good"?
- Take away my stress. Do you know what's keeping your client awake at night or why they wake up in the middle of the night with that "knot" of stress in their gut. If you take away my stress, do you think I care if someone else can sell it to me "cheaper"?
- Fear. What are your client's really fearful of? How can you alleviate some of that fear? How many ways do you have to minimize those fears?
- Pain. What are the most painful things that your client can be faced with? What can you do about it? How qualified are you to write the "prescription" to make the pain go away? Can you turn "pain" into a "positive"?
- Perception of Value. Value is a double sided coin. One side is "tangible" value. That may be as mundane as providing an additional discount or a significant as a "lifetime guarantee." The other is "emotional" value. This is always far more powerful than any tangible value and in most instances, costs far less or virtually nothing to provide. However, for most people, "emotional value" is "priceless." How many ways do you have to consistently provide "emotional value"?
- Optimization. Jay's definitions of this important principle remain timeless. Whether looking at the first 6 steps of the process as outlined above, or any other aspect of someone's life or business, how many ways are there to do it better, quicker, more effectively, more productively and provide more meaning and satisfaction in the endeavor. As Jay once said, "there's always one more way."
This seven step process may appear to be simple, and hopefully it is. However, when you really examine each one and go as "deep" as you possibly can for that client or circumstance, you and your client may enjoy even greater success.
George Gonzo
Director of New Business Development
Canwest Global Calgary, Alberta
(403) 804-2064