April 21, 2022

Canmore, AB – “You guys sure are bundled up! We’re already a month into springtime….”

Can’t read the full email – click here for the online version.

This was the comment from our electrician friend M, whom we had met up with at our house to determine why the lights for the back ‘studio’ did not work but there was electricity to the building.

The temperature was pushing 4 C maybe (not even 40 F) with dark clouds to the west looking like another snowsquall was on its way. My wife and I were wearing down jackets, with toque and gloves. I even had cold-weather pants on.

Our friend was sporting a light windbreaker over a turtleneck – no hat, no gloves.

If you’ve been following this thread for a while, you’ll know that we left Canada for warmer climes back in October and except for 2 weeks of skiing, just got back last week.

Elsewhere across this northern country – since our arrival, the prairies received a massive blizzard, Toronto ON received snow and Whistler, a dump of 40 cm. Global warming my ass! Where’s some of that warming, I’m thinking….

Canada’s spring is not for the faint of heart. Or anyone living in or near mountains. This past week, I witnessed blossoms and spring flowers in Vancouver, brilliant green new foliage in Pemberton and driving snow up on Blackcomb Mountain.

It’s a 10-hour drive between the coast and here and along the way I finally attempted to listen to some uploaded recordings of some of the best business and marketing minds I’ve come across.

Names like Brian Tracy, Dan Kennedy, Russell Brunson, Yannick Silver, Chet Holmes and Jay Abraham.

These were originally on CDs and I had used a burner disc player to transfer them onto my phone. I had organized them all into titled folders. Very neat and tidy.

On my way west, I started with a series by Brian Tracy. Track 1.

Imagine my surprise when after the first track ended, a completely unrelated track, with a different marketer began. Since I was driving on the TransCanada highway – nothing I could do, short of stopping and figuring it. And so, for much of this trip, I received a discombobulated compilation from every marketer I had downloaded.

The reason? My Spotify account had been set to “scramble” mode for my list of songs.

As luck would have it, however, this playing error gave me a gem of a philosophy. I first heard this concept probably 20 years ago but it’s relevance today is more important than ever.

It’s Jay Abraham’s “Strategy of Preeminence”.

In a nutshell, it demands that you commit to serving your customers, by giving them whatever service; selling them whatever product; that is in their best interest.

Make sure you offer whatever combination you know will give them the best short and long-term outcome.

This is best illustrated by story.

Imagine you sell water. At the edge of a desert. In crawls a man literally dying of thirst. He asks for half a glass of water. Because that is all he can afford. At the moment.

You know he needs a full glass. A half-glass won’t cut it. He won’t make it with just a half glass.

Most people, sell him the half glass. You’ve made money. You’ve made a sale.

But you haven’t done this fellow any favours. He won’t make to tomorrow.

Instead, what you need and want to do, is everything in your power to persuade and help this person get the whole glass. Because his health will be immeasurably better. It’s in his best interest.

Extreme? Maybe.

Here’s a better example for you.

I have a client who owns and operates a highly successful physio-therapy clinic. He charges the highest rates in his city. He operates close or at capacity. He’s in the process of adding a second therapist to help with the workload.

Increasing staff means he will need to ensure there is growth in the practice. He’ll need more leads. He’ll need a system to convert.

Like all professionals, and most business owners, he is hesitant to use the best and least costly source of new business. His existing customer base.

I’m not talking about selling more to these patients. He has that in place.

I’m talking about asking for and getting more referrals from his existing patients.

Why not?

Because of humility. Not wishing to offend. Not wanting to look like someone who sees their customers as a source of additional revenue.

I get it. This is a normal and natural affliction for many of us.

The Strategy of Pre-eminence says, however, that he is doing both his patients and their referrals, a gross disservice.

Because, if you are delivering a 5-star product/service (why would you deliver anything less) and you definitely can help their friend, colleague, associate, relative; make their life better – shouldn’t they know you are available to help? Wouldn’t their life be infinitely better with the introduction? Wouldn’t the new patient, client, customer, be super thankful to the person giving the referral?

The Strategy then, not only gives you permission to ask, but it means it is practically a sin not to.

The wonderful news is, the more you focus on the value you can give the more success you will receive.

Until next week…

Stay healthy and focus on profit!

- Hugh
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. Head to: https://hughtafel.com/simulator/

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