How to use it as a tool for success

**The Theory of Preeminence is such a powerful tool because simply by adopting it, you can transform your entire business.**

Build success on these foundations.

People buy for emotional reasons.

People are more attached to buying under the influence of emotion compared to that of reason and logic. This is based on how our brains are wired; we know that our emotional reactions are 3000 times quicker than rational thought. The emotional parts of the brain process sensory input 5 times faster than rational thought. All of this process that happens is part of our subconscious thought processes. We know also that our subconscious mind controls everything we do, most of the time without us even realizing. It’s important to remember that we can connect to our clients by recognizing that the same activities will be happening in their minds also. We’re trying to develop relationships with our clients, and relationships are based on emotion as we create an emotional attachment.

If your clients are able to recognize your advice as a solution to their problem that they feel emotional about, that will elevate your standing in their world. Your client will be thinking, subconsciously, “not only does this person solve my problem, but they also actually make me feel better too.” By knowing how your clients are emotionally driven, you will recognize that certain clients will understand that doing business with you makes them feel good. And if you can make your clients feel good, that is a winning formula.

There is a world of difference between giving information and giving helpful advice – be an expert.

In a world full of passivity and fear to take a stand, you have the golden opportunity to become someone’s guiding light – their expert. We are all able to get our hands on information, with the internet and Google, we can pretty much find out anything we need. But the problem is that we’re missing that voice of authority, of safety and trust that we can rely on for expert advice. Information is inconclusive for most people. With information, this still leaves a ton of empty space in a client’s mind. They have to do all the work to get to a decision, and when they do, they probably won’t be confident that they are making the best decision. Whereas, giving advice is definitive; and good advice is converted into action which yields results.

You have an opportunity to be specific, which is incredibly powerful. Being specific without condescending to the client is a highly effective way to build authority and confidence. Being specific means that you are a specialist. Without knowledge and understanding, you can’t be specific, nor can you be a specialist.

Specific = Specialist

The people that your client’s trust are the ones that will help them come to a decision. You need to be that trusted person.

You apply TOP fully when you truly care about your client’s wellbeing, and you must take a stance to protect them in all ways that you possibly can. That includes disallowing your clients from making mistakes and poor decisions. Your success depends on their success. You need to guide them to the best outcome given that you have fully assessed and understood your client within their own context.

You are able to provide focus and clarity because you have strategy.

Most people don’t see the full picture and they don’t know what is ‘out of focus’. They might feel overwhelmed by the position they are in, other stresses in their lives which can distort the way they approach decisions. Your opportunity is to guide your client and highlight all the factors that they need to consider, emphasizing your understanding of their situation and what is important to them. If you can connect the dots and spell out the next steps to help them see the way forward, then this takes another job off their plate and will help them feel that you are more trustworthy and a true advocate for them.