Success is right under your nose. Many of the greatest, most profitable innovations in the history of commerce seem obvious in retrospect. Toilet paper was invented 82 years after the flush toilet became commonplace. The ice cream cone didn’t hit the scene until 3,900 years after ice cream was invented.
As Jay Abraham’s classic book, “Getting Everything You Can Out of All You’ve Got,” puts it, “You are surrounded by simple, obvious solutions that can dramatically increase your income, power, influence, and success.” Unfortunately, he says, these self-evident golden ideas are all but invisible to the average business owner. So how do you find the hidden value in your business?
Go Back to the Basics
In his book, Abraham makes it his personal mission to help you “recognize the income- and success-increasing connections that are all around you.” His thesis is that business is really not as complicated as people tend to make it. He boils success down to increasing three areas in your business:
- Your number of clients
- The average size of the sale per client
- The number of times clients return and buy again
These three processes are easier said than done. Luckily, Abraham is dead-set on demystifying the road to a thriving company. The key to hitting all three goals is structuring your sales to show customers what makes you different from the competition.
Stand Out By Getting Personal
Success hinges on equipping your business with a “unique selling proposition,” or USP. In the midst of a competition-saturated marketplace, you need to frame your product and approach so it gives unique value. Focus your sales on what your business brings to the table that your competitors can’t.
Part of your USP might include selling at a lower price point or offering higher quality products. But Abraham wisely points out that it should also include forming personal relationships with your clients. This way, not only will customers flock to you, but they’ll leave loving your product and their buying experience. It’ll result in constantly multiplying referrals.
Abraham gives extensive advice on how to build these relationships by increasing the value of the service you provide to others, whether they’re employees, co-workers, or clients. Though one of his central themes is “everyone is in sales,” he approaches the subject not as a pushy salesperson, but as someone seeking to make valuable connections with his surroundings. To Abraham, maximizing value is as important as convincing your clients of that value.
“Getting Everything You Can” works to shift your perspective on the most fundamental aspects of running a business. It gets you to look at old problems in new ways. This book is ideal for those looking to get the most out of what they have. Abraham’s fresh ideas and innovative solutions make this a must-read for new entrepreneurs and old hands alike.