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Procrastination/equivocation/contemplation.Alternative ways to achieve their goals.Consumers who don’t want you to be unique.You (and they) are competing against four factors: Explore, understand and acknowledge what they see and how they live. Your customer buys a commodity or a service. Let every contact with your customers be a chance to learn more about their values. Instead, be passionate about your clients and be focused on the impact your company is making in their lives. Lose the passion about your company being the fastest, biggest, most popular, he says. This is because their passion is being directed to the wrong applications, he says. Most people, he observes, are dispassionate and broken down by their competition and the world. How does this apply to your day to day business? It begins, Abraham says, with a shift in focus.
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Says Tony Robbins: “He’s the one who taught me to fall in love with my customers, not my products and services.” Highly placed contemporaries of Abraham applaud the strategy. “My own desire is to be known worldwide as the most generous benefactor to the growth-oriented, beleaguered and deserving entrepreneurs who don’t have anyone to be their sword and shield.” The majority of small businesses could not afford his programs (seminars range from $5,000 to $25,000), but he notes that investing in these companies through the sharing of strategy and wisdom allows them to add more value to society. As an aside, as a marketing master who has been serving organizations ranging from startups to the largest corporations since his emergence in the 1970s, this strategy has been key to his own success. “We give more when we give with purpose,” he says. So therein lies your task, Abraham notes. “What can I do what can I say to create so much value for my recipients, and reciprocally for the people they serve that is so irresistible they simply have to take note?”īut no two people have the same definition of value. Instead, learn to think through the recipient’s eyes. The single secret to genuine preeminence, he says, is to “think differently.” Forget the burning need to “tell our story,” “shout louder” and impress readers and viewers with varieties of shock and awe. Of all the desires and approaches executives attach to their public relations-“We need to tell our story! I want awareness! When somebody looks up our category, I want my company’s name to appear first”-Abraham teaches a fundamental truth.