OMG 杰.亚伯拉罕简介
JAY ABRAHAM 被广泛描述为美国排名第一的营销专家。在过去的 25 年里，他为 400 多个不同行业的 10,000 多名客户提供了咨询。亚伯拉罕先生是他自己的咨询公司亚伯拉罕集团的创始人兼首席执行官。他赢得了今日美国、纽约时报、洛杉矶时报、华盛顿邮报、企业家杂志、成功杂志和公司的赞誉。 . Abraham 擅长解决实际营销问题并寻找创新方法来增加底线利润。
亲爱的、尊贵的朋友
Abraham 的策略建立在这样一个原则之上：客户应该被视为亲爱的、尊贵的朋友。他的“卓越战略”基于这样一种观念，即您的目的是弄清楚您的客户到底想要什么并将其提供给他们——即使他们还不知道它是什么。例如，假设您经营一家五金店。一位顾客进来买钻头。但这真的是客户想要的钻头吗，亚伯拉罕问道？不，是个坑。您的任务是向您的客户展示如何为他的需求找到最好的洞，将自己转变为值得信赖的顾问，并且——最重要的是——为重复业务奠定基础。
识别突破机会
另一个关键概念是识别突破机会。亚伯拉罕敦促你把目光投向你自己的行业之外，借用你所看到的成功实践。例如，联邦快递注意到银行业隔夜清算支票的方法，并将其应用于航运业。银行将所有支票发送到中央处理单元，然后发送到相应的分行。联邦快递采用了轴辐式概念，每个包裹都被发送到一个中心位置（田纳西州孟菲斯），然后空运到最终目的地。亚伯拉罕指出，当您成为行业中第一个使用新技术的人时，您的成果应该立即成倍增加。
Abraham 的其他想法包括如何赢回以前的客户、如何充分利用 Internet，以及如何与其他企业进行易货交易以降低成本。一整章专门介绍亚伯拉罕的每一种策略，并提供了大量成功使用这些策略的清晰示例。
From Wikipedia, the free encyclopedia:
From Inc.com:
Dear, Valued Friends
Abraham’s strategies are built on the principle that clients should be treated as dear, valued friends. His “strategy of preeminence” is based on the notion that your purpose is to figure out exactly what your clients want and give it to them – -even if they don’t know what it is yet. For instance, say you run a hardware store. A customer comes in to buy a drill. But is it really a drill the customer wants, asks Abraham? No, it’s a hole. It’s your task to show your customer how to get the best possible hole for his needs, transforming yourself into a trusted adviser and — most important – – setting the stage for repeat business.
Identifying Breakthrough Opportunities
Another key concept is that of identifying breakthrough opportunities. Abraham urges you to look outside your own industry to borrow successful practices you see. For example, Federal Express took note of the banking industry’s method of clearing checks overnight and applied this to the shipping industry. Banks send all checks to a central processing unit, then onto the appropriate branches. FedEx adapted the hub-and-spoke concept, where every package is sent to a central location(Memphis, Tenn.) and then flown to its final destination. Abraham points out that when you become the first in your industry to use a new technique, your results should multiply immediately.
Abraham’s other ideas range from how you can win back former customers to how to get the most out of the Internet to how to barter with other businesses to keep your costs down. An entire chapter is devoted to each of Abraham’s strategies, with plenty of clear examples of how they’ve been used successfully.
