Why do some entrepreneurs gain levels of success so much higher than others? Most often, it’s due to the fact that they have a better philosophical strategy.
They approach dealing with prospects and clients with a deep desire to really help and solve their problems.
They have an external focus of how they can serve and not an internal focus of what they can get. I call it the Strategy of Preeminence.
Would you want to buy something from someone who just wants to sell or from someone who is protecting you and is looking out for your best interest?
The first thing I want to do is change how you define your customers.
Customer: A person who purchases a commodity or service
Client: A person who is under the protection of another
Even if you call your buyers customers it’s important to think of them as clients.
The strategy of preeminence simply means that you will not let your clients buy more or less than they need to get the results they seek. It’s a powerful yet simple strategy that can transform your business.
I’m always amazed at how many business people will say and do whatever it takes to make a one time sales rather than taking time to understand the client’s desired outcome.
And then having the courage and moral obligation to tell the client what they really need.
Sure, you may end up with a smaller initial sale, but you will have made a new friend. And they will buy again and again and send you referrals.
You must set the strategy of preeminence at the beginning of your relationship before someone buys from you. You can do this by becoming a trusted friend or advisor- so this needs to be a part of your presentation.
Create a presentation or system that automatically includes how you worry, care, and show concern for your clients even if they decide to buy elsewhere.
You must commit yourself to a level of study that most of your clients will not want to undertake. The strategy of preeminence will help you avoid concentrating on your wants and needs and puts them where they belong —-on your clients.
Imagine a father walking into a store to buy a bike for his son, what is he looking for? What does he need? Does he just want a piece of metal on two wheels? Of course not.
He’s looking for one of the most joyful experiences of a lifetime—teaching his son to ride a bike. He wants a memory that he can tell his grandkids. He wants to hear his son yell,” Look dad. No hands.”
So, do you sell this father the most expensive bike in the store? Maybe if that’s the best solution to his problem. But you definitely should tell the father that you’ve seen hundreds of dads come in to buy their child’s first bike and you know how wonderful this
occasion is. And possibly a less expensive model would be better because so many kids crash their bikes.
You might also want to mention that the dad should make sure he has collision insurance on his car. You make the sale and you also become a trusted advisor. The father realizes that you didn’t just sell him a bike but you protected him. He became a client.
In a couple of years his son will need a new bike or he may have other kids who want new bikes. Where do you think he will go to buy it?
If you focus on giving value and advice instead of manipulating, you win over many more prospects. One of the biggest mistakes I’ve seen in over 30 years of working with businesses is that they focus on the wrong thing.
They fall in love with their product, service, or company. However, falling in love with
your clients means taking responsibility for their well-being.
You have to put their best interests ahead of your own.
Here’s a few ways to establish the strategy of preeminence:
You are not just selling information, you are selling qualitative leadership.
You have to develop empathy for where your prospective clients are.
You have to adopt a different mentality to be preemptive.
Being preemptive means that you are the only viable solution to a problem, that you are the only one who understands.
You have to want to help people and connect the dots for them.
Make a commitment to start practicing this strategy in your business today and watch your results soar.
I was on a ward of Johns Hopkins in Baltimore yesterday. A junior family member had an appointment with a doctor there. I waited in the day area where patients, doctors and nurses were going about their routines.
If you ever wondered why anyone would live in Baltimore, Johns Hopkins is a pretty good reason. For the 17th consecutive year, The Johns Hopkins Hospital has topped U.S.News & World Report’s annual rankings of “America’s Best Hospitals.”
What I witnessed yesterday was humanity, fraility, medicine and the hippocratic oath in total synergy. It was like poetry in real life. It was a form of dance that could be labelled a “pavane.”
The scene, a young foreign doctor, of which Hopkins has several thousand, working with an 83 year old woman confined in a wheel chair. He was taking the lady’s blood pressure. “90 over 50, that’s low. Here you put on the stethoscope and listen”. The lady had a hard time hearing her pulse coming through the instrument. “Here, you take my blood pressure.”
The doctor strapped the BP device on his own arm and had the patient listen for his arterial pulse.
When the woman patient continued having a hard time to hear the pulse through the stethoscope, he offered that she could listen to his heartbeat. “It’s easier to hear the heartbeat.” Then he had the woman listen to her own heart beat. 30 minutes later he was still having her “play” doctor, alternating with her, who would be the “doctor” and finally moved into helping understand why she was being asked to take a new medicine.
Now I have a least one reason to believe that as a teaching institution, Hopkins could very well be the best, at least in my mind and in the mind of an 83 year old woman patient in residence there.
CHICAGO - A large study offers the strongest evidence yet that a diet the government recommends for lowering blood pressure can save people from heart attack and stroke.
Researchers followed more than 88,000 healthy women for almost 25 years. They examined their food choices and looked at how many had heart attacks and strokes. Those who fared best had eating habits similar to those recommended by the government to stop high blood pressure.
The plan, called the DASH diet, favors fruits, vegetables, whole grains, low-fat milk and plant-based protein over meat.
Women with those eating habits were 24 percent less likely to have a heart attack and 18 percent less likely to have a stroke than women with more typical American diets.
Those are meaningful reductions since these diseases are so common. About two in five U.S. women at age 50 will eventually develop cardiovascular disease, which includes heart attacks and strokes. Women in the study were in their mid-30s to late 50s when the research began in 1980.
Previous research has shown this kind of diet can help prevent high blood pressure and cholesterol, which both can lead to heart attacks.
The new study appears in Monday’s Archives of Internal Medicine.
People might think, “I don’t have high blood pressure, so I don’t have to follow it,” said SimmonsCollege researcher Teresa Fung, the study’s lead author. However, the results suggest, she said, that “even healthy people should get on it.”
About 15,000 women in the study had diets that closely resembled the low blood pressure diet. They ate about twice as many fruits, vegetables and grains as the estimated 18,000 women whose diets more closely resembled typical American eating habits.
Although the study only followed women, Fung said men would probably get similar benefits from the approach.
The study was limited because it merely tracked the women and their habits for 24 years. That’s a less rigorous method than randomly assigning equal groups of women different diets and comparing results. But that would be extremely difficult to do for such a long time.
Given that limitation, Dr. Laura Svetkey, director of Duke University’s hypertension center, said the study provides the best evidence yet of important long-term benefits from a low blood pressure diet.
“It’s nice to see research that really is aimed at helping people with prevention in a very practical way,” Svetkey said. She noted that the DASH diet, which stands for Dietary Approaches to Stop Hypertension, is available free on the National Institutes of Health Web site. The study was funded with NIH grants.
Dr. Nieca Goldberg, medical director of New YorkUniversity’s Women’s Heart Program, said many patients would rather take a pill than adjust their eating habits. But, Goldberg said, “I always point out to my patients, if you make these changes in your lives, it could … keep you off medication” in the long run.
“There has to be a greater emphasis on the way we live our lives,” she said.
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Valentine’s Day may bring to mind heart-shaped boxes filled with chocolates, but please take just a moment today to consider the state of your real heart.
As women, we are somewhat protected from heart disease, at least until menopause. That’s one of the wonderful attributes of having estrogen coursing through our veins. This hormone keeps up our HDL (”good”) cholesterol. Over time, though, especially after menopause, our risk of heart attacks catches up with that of men.
Because more women are living longer, cardiovascular disease has actually surpassed cancer as the No. 1 cause of death among women. According to The American Heart Association, in 2004 around 460,000 women died from heart disease in the United States, compared to 270,000 from all types of cancer (of which 41,000 were from breast cancer).
Since cancer screening and treatment for women have advanced so far, we now need to focus on better screening and prevention of heart disease in women. This goal becomes even more important as our collective girth grows and time for healthy meals and exercise dwindles.
I don’t know about you but, personally, I have yet to sign up for that yoga class, and last month I managed to make exactly one home-cooked dinner. Unfortunately, my own poor habits are all too common. I just happen to be lucky to have genetics on my side - no one in my family has had a heart attack or stroke in their golden years (yet).
During my stint of working in a hospital’s Cardiac Intensive Care Unit, I met plenty of folks who had suffered the agony of a heart attack or stroke or, worse, were admitted again and again to the unit for specialized chronic cardiac care.
Beyond these disorders are all the other associated blood vessel problems, such as narrowing of the carotid artery by plaques (carotid stenosis) or a bulge in the wall of the aorta (aortic aneurysm), conditions that require risky surgeries to prevent life-threatening events.
I can still hear the words of a patient who had severe heart disease: “I wish I could go back and take that cholesterol medicine to have avoided all this.”
The medicines mentioned by this patient, called statins, are certainly capable of changing the future of heart disease. They have been proven to reduce the rate of first and repeat heart attacks. But, starting right now, you can take other, more straightforward steps to avoid such an outcome yourself.
So when you see those adorable silk chocolate boxes this holiday, be reminded that you can care for your own precious heart!
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