General Thoughts on the Nature of Business – Strategy of Preeminence

Below is a collection of quips, sayings, and advice on how to make an impact in your industry I got from a lecture. Below are my notes:

  • Customers do not know definitely what they want, because they are struggling. People that help them understand and acknowledge and articulate and take action and formulate a definitive and logical and compelling strategy normally get their trust.
  • Gravitate towards people who lead us, who are empathetically authoritative.
  • Everyone feels like they’re a commodity – they not distinctive – they have no purpose
  • The person who makes money is the person who helps another feel powerful.
    • Most people do not know what focus is until firms had it made for them.
    • Data dump does not work if they did not know what to do with it and why to do something
  • Task: give them a plan; help them take the next step; protect them; make that step logical/appropriate/obvious, and easy
    • Put into words what people want but could not articulate or get clarity
  • Then, and only then, build on that for them
    • Verbalize, articulate, and express feelings
  • Go it off your chest, got it verbalized
    • Secret to making business really exciting is to be in a passionate awareness and make a commitment to a higher purpose; the higher purpose is not your own enrichment
  • Instead, it is helping their lives be better, helping them be more fulfilled, helping them to get more out of a process or life, itself
  • Customer/client is the center of attention
    • Embrace your customers’ situation with hope and promise
  • Give your customers hope
    • Nurturous appreciation for them
  • Ask: how can we do what we’re doing for others better?
  • The best are never content doing it
    • Example
      • What did we do good and what didn’t we do?
      • What are we not contributing that we could do better?
      • What are we not drawing out of people that they want to give that we’re not helping them contribute?
      • What dynamics are we missing?
      • How can we improve this?
      • What did we learn from the last one that we can translate to this one or borrow or integrate?
    • Optimization is constant, never-ending improvement
  • What problems are we going to help our customers solve?
  • How can we have the most positive impact on the people we’re trying to sell to?
    • Like we are in their home and with them as friends, having a conversation with them, dedicated to giving them information, dedicated to motivating and providing them with the greatest benefit until we come into their home again
  • Their purpose as being – sharing this combined repository of definitive knowledge and defining and interoperating and directing them on what action that knowledge would seem to make sense to take
  • Greatest ads, sales letters, sales presentations are ones where people never say that was a great presentation – they say “wow, I never thought about it that way. That makes eminently good sense. I must do that”
  • People have to recognize your advice as a solution to a problem they feel emotionally as well as rationally
  • Provide them with the reassurance and the motivation to use that solution
    • People, clients, customers want very badly to feel good about themselves and the way they conducted their decisions
    • People take less action because they are afraid it won’t be right, they will have screwed up
  • My job is to acknowledge that reality of human nature
    • Compensate around it
    • Reassure them
    • Direct them
  • People will do more things to curtail making gains because they do not want to look foolish. They will work harder not to look foolish than they will work to gain ad advantage
    • People want to feel good about themselves and about the way they conduct their decisions
    • Interests, needs, desires, fears, hopes, emotional issue – all you can help them deal with -> great vista of opportunity
  • If you fail to value and acknowledge and respect the worth of what you have done, what you do, and how much more you will be doing for your clients – then it is shameful
  • Ads or presentation – demonstrate to people with logic and emotion why acting is so much more preferable to them than inaction, from their benefit standpoint, not yours. The promotion or sales approach has to answer a question that is already on the customer’s mind
  • People need to be told why you are going to do for them
  • People fall in love with their company instead of their customers
  • Your higher purpose has everything to do with you brining enhanced advantage, protection, benefit, richness of life or business to a client
  • A massive change will occur in your whole mind set when you conceive of your business as interacting and enhancing people and their lives
    • Change of mindset from “what do I have to say to get people to buy?” to “what do I have to give? What benefit do I have to render?
    • Be value contributor
  • The more value you render others, the more value you generate, not for yourself, but for your client
  • The focus of your concern should state to the client that they matter; that they well-being is important
    • Worse: feeling out of control, unstructured in their thinking
    • Best: clarify, unconfused them, give them control
  • See yourself as an agent of change, a creator of value, a value contributor
  • Most people do not want to see things as a process. Instead, they want to see things as a project – with definite start and end because it is easier for them to comprehend it
    • Break things down for people into simple steps
    • Little changes and shift make big difference
  • You owe it to yourself to get the most out of all of it and be in control and not be controlled
  • People need solutions, not strategy
    • Strategy skills are better than selling skills
    • In ads, if strategy is right, you can screw up and have certain missing elements, the ad will still work. But if the strategy is not right, no matter how good is your ad, it won’t sell
  • Have in mind the strategy to give you the greatest program and process you’ve ever experienced
    • Be concerned with your strategy, the whole concept, and being true and having integrity and commitment to that
    • VITAL: be more strategy and concept oriented than techniques oriented in your lives and in your business
  • Clients are looking for advocates for their well-being
  • People will always pursue their well-being in a logical, rational way, but they will make their decisions on an emotional bent
  • Always ask them and yourself, “isn’t there a better way they could be doing something?”
    • Example: want your clients to be heros
  • Most people do focus on tangible results, so you have to deal with specifics, not abstract generalities, but most of the great rewards aren’t tangible, so you have to deal with those too
  • If I do my job correctly for anyone, they end up evolving to the decision, thinking that some conclusion is their own. I give them the ammunition that allows them to make the conclusions for themselves
    • If I own it and lend it to you, it is NEVER going to be yours.
    • If you own it rather than me, it is much MORE powerful
  • You never want to draw the conclusion – you want them to take an action that makes a commitment. Your commitment to them will NEVER be as strong as their commitment to themselves
    • Your job is to help them want it for THEMSELVES
    • You empower them by turning on the energy and the power of their awareness by making it real and making them take ownership of it
    • Any claim you make, the client must agree with or they are going to discount it or shut off. Do not shove facts into people’s throats. It does not matter if you are right if the client refuses to acknowledge that you are right. Most do not want to be burdened with all the details
    • There is a price to pay on indulging yourself in being right – it lessens results, lessens connections, lessens profitability, and lessens success
  • You are in control – never controlled. Never have been. You just abdicated, excused yourself
  • Your job is to reduce hurdles for the customers. Talk about frustration and desires your clients really feel
  • Your client wants to feel like you worry about them and you care about them at a dimension far more meaningful than just through them to their treasury or their pocketbook or their bank card
  • Most competitors do not have customers – they think they own their customers with a chance to buy more
  • Most concepts are hard too difficult for most people to buy into – instead give them an example of how things work
    • Use should always try to use a reference frame metaphorically first before you try to explain anything to your clients
  • Most people do not really know what to do. If they did, they’d be doing it, wouldn’t they
    • Take an understating that your customers do not what to do, but they do not even know they do not know or, if they do know, they are ashamed and afraid to reveal it
    • Benevolently and nurturously and emphatically help them learn what is possible

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