Embrace the Strategy of Preeminence in Your Business

I hope this article provides inspiration or insights to help your realise your own potential so you too can operate a broking practice that provides you ongoing professional and personal reward.

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One of the world’s most renowned marketing and growth strategists for small business is Jay Abraham. Jay once shared an experience with his hairstylist that clearly illustrates the power of proactive client engagement.

Jay noticed his stylist was reactive, waiting for clients to decide when they needed a haircut.

He suggested a shift in approach: the stylist should actively advise clients on the optimal timing for their next appointment, considering their personal presentation needs and lifestyle.

This simple mindset shift from being a service provider to a trusted advisor transformed the stylist's business, significantly boosting his revenue and client loyalty.

This approach is what Jay calls the "strategy of preeminence."

It's about becoming a go-to expert in your field, the first person clients think of and recommend when they consider words like loan, money, refinance, invest in property and so forth.

The more you are on the tip of people’s tongues when they have these thoughts, it can lead to:

• Easier repeat business
• Deeper, more enjoyable client relationships
• Increased referrals and service engagement
• Enhanced reputation and trust within your network

To become more preeminent, ask yourself:

• What does success look like for you as a practitioner and practice owner?
• How can you elevate your communication to become more impactful?
• What parts of your service could you stop doing (to focus on those areas you can do exceptionally well)
• What could you start doing that you’ve thought about but not yet acted on?
• What adjectives would you want people to use when describing your service – and what could you stop or start doing so your reputation and service delivery are aligned to these adjectives?

PS, being preeminent isn’t about pushing for more sales, it’s about leading people for where they want to go.?

For example, a broker who conducted annual loan reviews used to advise clients that their current rate wasn’t overly competitive and could reach out to him if they’d like to discuss alterative options.

Embracing the preeminent mindset, he switched the loan review process to being quite forthright that clients should reach out to discuss their situation, and if they didn’t reach out after a fortnight, someone from his office would politely follow them up.

The intent being to ensure clients understood their options, and can then decide if they’d like to switch or not.

The more proactive approach added around 1 more refinance client each week, which over the course of years, amounts to hundreds more transaction simply by attempting to lead and guide clients more proactively.

I hope this example and the mindset of being preeminent can help you with your growth aspirations.

Warmly,

James