What is The Theory of Preeminence?

Jay Abraham is renowned for his Strategy of Pre-eminence; a powerful, yet simple strategy that can transform your business or career. it draws people to work with you instead of your competitors.

The Theory of Preeminence (TOP)

The Theory of Preeminence (TOP) is a way of thinking about your business. If we think about the Mindset Pillar, we can consider The Theory of Preeminence to be a particular type of mindset that you can adopt.

The Theory of Preeminence shares a lot of similarities with the Client-over-Customer (C&C) mindset as they both align on how clients should be treated in the business relationship. In fact, the Client over Customer Mindset comes directly from the Theory of Preeminence. If we recall, C&C tells the right way to treat the people paying for your product or service. It tells us that these people are not mere customers but dear clients. Holding a C&C Mindset with the TOP will ensure that you see clients in a lasting relationship with your company where unconditional empathy is shown to them.

To embrace TOP fully, we would ask that you suspend the assumptions and habits that you currently have when dealing with your clients. We’d like you to start with a commitment to rethinking the relationships that you have with the people that you do business with. The new way of thinking is to adopt the mindset and belief that above all other roles in your company, that you prescribe to this:

For your clients, you are the most reliable, definitive expert source holding fiduciary responsibility for. You’re wearing the hat of their most trusted advisor. Your job is to look after the client fully – you are living for their success.

At its core, the TOP is simply loving your client, and giving until it hurts. You get preeminence by subordinating your needs and fully focusing on the side of the client. The reason we treat clients with such reverence is to make them a customer for life, so the short-term cost of giving more is covered by the long-term gain of multiple purchases.  

Why is it important?

The Theory of Preeminence is fundamental to business growth. We live in a world where people can go viral overnight, and it’s hard to anticipate what the next trend is going to be. It’s a challenge to keep up with all the aspects of business all while remaining competitive in your industry. Regardless of that, people still want to be connected and be served by people. Recognize that in your position, you deliver expertise and service. This can be leveraged hugely when you are building a business up for success. By prioritizing the client and practicing unconditional respect and attention to your clients no matter what, you will build up a number of capacities that will stand you above your competitors. By becoming your clients’ greatest advocate and enthusiast along with absolute commitment to making their lives better in all the ways that you can, you can enter the leading position in your industry.

Build connections with clients.

The Theory of Preeminence is a mentality and lifestyle that you should fully assume as a business owner. It’s a tool to define what your business stands for and then allows you to turn around and show that core message to your clients. You will be able to connect with your clients much faster, more deeply and for longer as you link with their emotions and create a feeling of safety, trust, and confidence in their subconscious. These feelings will be intensified the more you live up to the client-centered commitments and expertise that you live by.

Build a company philosophy.

You can use TOP to create a company philosophy or core principles so your business can grow in both the present and the future. It will allow you and your team to get excited about what you do and deliver on the promise you now make with clients. The company philosophy is the first step towards a sustainable business model and paired with a legitimate offering you unlock the key to business success. 

Build value.

In fact, the Theory of Preeminence is a perfect fit for the home service industry because you will have clients that both need and want your services. Think of it this way, these services literally increase the value of their home, clients want them, but they want them from someone who they can trust, who’s going to treat their home with respect. Preeminence is about creating lasting value for your clients and helping them see that worth.

Build business success.

The TOP shows lost & struggling business owners how to redefine their success and ascend to the top of their industry, but only if they embrace the customer as kin. By deploying the Theory of Preeminence, you create a base for your company to be built on.    

Build sustainability.

You build sustainability in your business when you apply the Theory of Preeminence into your operations. You’ll be focused on obtaining long-term clients, putting your energy toward relationships rather than transactions. High value workers want to work for the best companies. Buying into the Theory of Preeminence will make you preeminent, and that will make people attracted to you and your company. You’ll be able to attract the best talent and hold on to the right employees.