getting everything you can out of all you've got by Jay Abraham | book summary | personal mba

 getting everything you can out of all you've got by Jay Abraham 

jay abrhram book

Summary in paragraph

this is one of the best book i every read on business . the book has 21 ideas to grow any business and it can be applicable to any industry and any market a must read book . the main idea behind the book is to look idea in different industry and apply them to your business 


  • this chapter gives you an overview of the book 
  • An amazing thing, the human brain. Capable of understanding incredibly complex and intricate concepts. Yet at times unable to recognize the obvious and simple.
  • there are only three ways to increase your business: 1. Increase the number of clients. 2. Increase the average size of the sale per client. 3. Increase the number of times clients return and buy again. Only three. It’s significantly less daunting if you only have to focus on three
  • When you limit your business to doing things the same way every other competitor of yours does, you can only produce modest, incremental gains – at best. At worst, you could easily lose ground.
  • Industry A doesn’t know anything about the methods industry B uses; correspondingly, industry C is totally unaware of the way industry B sells or markets, and on and on.
  • In this chapter you will learn the concepts called add-ons and cross-selling. By “add-ons,” I mean that you graduate the client to a larger or superior alternative product or package of goods or services.  
  • A cross-sell is introducing to the client an additional product or service that will add or increase the result of their transaction with you or your company.
  • add on means adding more product to offer second cross selling means selling another superior product.

  • Your greatest success and prosperity in business and life, will come from your ability to create your own breakthroughs.
  • A business strategy that may be common as dirt in one industry can have the effect of an atom bomb in an industry or business application where it’s never been used before.
  • You probably spend too little time studying the most successful, innovative and profitable ideas people in other industries use to grow and prosper.
  • Yet, if you start focusing on other industry’s success practices, you’ll be amazed at how easily you can adapt these ideas to your own business situation.
  • Breakthroughs are unconventionally fresh, superior, more exciting ways of doing something. Breakthroughs are the dramatic improvements in each area that make you more: impactful, powerful, efficient, effective, productive and valuable or inspiring to your client.
  • When you practice a continual breakthrough business “performance maximizing” philosophy many of your previous business and money problems will dissolve. 
  • The most exciting breakthroughs occur when you reach beyond the traditional way of looking at or doing something and become open and receptive to new possibilities.
  • The most exciting breakthroughs occur when you reach beyond the traditional way of looking at or doing something and become open and receptive to new possibilities.
  • Major breakthroughs come from the correct mindset. It's an attitude - an opportunistic attitude. People who make breakthroughs are always opportunity focused. People who don’t, aren’t. It’s that simple.
  • Major breakthroughs are merely fresh new ways to do something
  • Applying new things in new ways is a breakthrough. Applying old things in new combinations is a breakthrough.
  • You must constantly be on the “lookout” for new and better ways to dramatically improve your overall business performance by capitalizing on what everyone else sees as a limitation.


  • This chapter will show you how to evaluate your business strengths and weaknesses in order to identify the basis of your current success or lack of success.
  • the book has set of 50 question you must look and answer it help you to get perspective about your business 
  • You can’t make the best decisions, pursue the best strategy or focus on a big goal until you first recognize and evaluate all the options, opportunities, and business intelligence you have available to you.
  • You can’t know what area of your career or business to focus on and improve until you know the realities of these areas. 
  • the strategy of preeminence is all about understanding the needs of your customer and changing your focus from me to you . or say being focused about helping your customers 
  • The Strategy of Preeminence is quite simply the ability to always put your clients’ needs ahead of your own. When you master that your success will naturally follow.
  • author also says that you should always use word such as client rather than customer . because customer means someone who trades commodity with you while client is in your protection 
  • The Strategy of Preeminence is a powerful, yet simple strategy that almost single-handedly can transform your business or career. It makes people enthusiastic to do business with you instead of your competitors. 
  • The Strategy of Preeminence doesn’t apply only to selling clients your product or service. This strategy is of equal importance to anyone, in any business situation.
  • Whatever you do, if you focus on giving value and advice instead of manipulating and maneuvering, you win over many more prospects, clients, bosses, colleagues and friends.
  • You should believe passionately in your product, service or company. But you should fall in love with your clients.
  • Falling in love with your clients means taking responsibility for their well being. 
  • The more contributions you make to the richness of the lives of your clients, the more bonded you will be to them and they to you. And the more successful you will become.
  • It means thinking about the client as more than just a checkbook. It means seeing him or her as a valued business partner, someone whose well-being and success is directly tied to your own.
  • You need to understand that you have a higher purpose for being in business than simply making money. 
  • if you know your product or service is good than why you are waiting for the customer to come to you 
  • make your initial offer of so much low resistance that they start relation with you 
  • In this chapter you will learn how to determine the best possible offer to a first time client – even if it doesn’t result in an immediate profit. But you’ll see that it will result in a long term relationship and long term profits.
  •  Acquiring clients at a break-even or slight loss and making substantial profits on back-end repurchasing is one of the most overlooked and under-utilized methods of client growth and generation available to you.
  • Many companies increase their clients and profits merely by shifting their focus from trying to make a huge profit on the acquisition of a new client to making their real profit on all the repeat purchases that result from those new clients.
  • The most profitable thing you’ll ever do for your business or career is to understand and ethically exploit the marginal net worth of a client
  • If you haven’t calculated your clients’ marginal net worth yet, here’s how to do it: 1. Compute your average sale and your profit per sale. 2. Compute how much additional profit a client is worth to you by determining how many times he/she comes back. 3. Compute precisely what a client costs by dividing the marketing budget by the number of clients it produces. 4. Compute the cost of a prospect the same way. 5. Compute how many sales you get for so many prospects (the percentage of prospects who become clients). 6. Compute the marginal net worth of a client by subtracting the cost to produce (or convert) the client from the profit you expect to earn from the client over the lifetime of his/her patronage.
  • Giving sales people greater financial incentive to bring in new, first time clients can produce tremendous results in the right situation.
  • The only limitation you have on how to use your allowable marketing or selling cost to help you strategically breakeven on the initial sale is that it must be ethical and legal. And after testing it out it must be economically viable in the long-term.
  • this is commonly used in startup these days 

  • In business and career, standing out more favorably, advantageously and appealingly in the prospect’s or client’s eyes is a big reason why clients and employers will choose you over your competitor.
  • In this chapter you will learn to develop a personal Unique Selling Proposition that sets you apart from your competition and attracts clients by offering them a powerful and unique benefit.
  • This is called the Unique Selling Proposition (USP). Your Unique Selling Proposition is that distinct, appealing idea that sets your business apart from every other “me too” competitor.
  • Your entire marketing and operational success should be built upon your Unique Selling Proposition. Your USP may touch any part of the marketing gamut – price, service, quality, exclusivity or any other aspect of your business.
  • However, remember this axiom: You will not appeal to everybody. In fact, certain USPs are designed to appeal to only one segment of a market. There is a vast gulf between the upscale clients and the bargain seekers, and you probably can’t reach them both. Which do you want to stake out as your market niche?
  • There’s no rule that says you can’t, by adopting different USP’s, develop different businesses or separate divisions of your business which compete against one another.
  • usp = different + better  
  • If your USP is service, your preferred promotions will be service-based rather than price-based.
  • In some cases, a company may already have a strong USP, but doesn’t know it. 
  •  The biggest secret to success in business or career is to always maintain the edge in everything you do.
  • One of the biggest “competitive-edge” advantages you’ll ever gain is to always make it easier for the client to say “yes” than it is for them to say “no.” 
  • In this chapter you will learn how to use risk reversal to eliminate the client’s risk in any transaction, thus eliminating the primary obstacle to their buying.
  • You totally and completely guarantee the purchase for our client.
  • What does “guarantee” mean? It means you totally eliminate the risk for the client. You do it by making a completely risk-free performance guarantee to compel them to purchase from you instead of your competitor and to purchase now.
  • BTRF - You will not only give me full and immediate return of my purchase price, but you promise me an additional reward on top – a compensation incentive for having taken the time, effort and faith to purchase in the first place – I’m impressed. I’m hard-pressed to say “no” to a proposition like that.
  • BTRF guarantees are a seldom used but extremely powerful advantage you can give yourself and your business or practice.
  •  If you sell products or services, consider offering the client something else in addition (a bonus) when they agree to purchase. Offer them an exceptional money-back guarantee, but allow the client to keep the bonus if he or she asks for a refund.
  • the most specific types of guarantees and better-than risk free guarantees you can before arbitrarily deciding on one.
  • Their biggest discovery is that the primary reason people don’t buy is that they don’t want to look bad in the eyes of their peers, and they don’t want to make a mistake. By using risk reversal and purchase guarantees, you get clients to see that they now can’t possibly make a mistake.
  • Risk reversal helps people decide to act and act now, today, immediately, without fear or concern.
  • If there’s no risk in doing something, a lot more people tend to give it a try. Once they try it out, if your product or service performs as you say, most people will continue buying again and again.
  • But your guarantee must be sincere, one that you stand behind 100% and one with no loopholes. A bogus or insincere risk reversal policy will do more harm than good.
  • he longer the guarantee and the more specific the performance expectations you make, the more people will buy.
  • When you use risk reversal, you are basically telling your client that they will never again make a bad or incorrect or dangerous purchasing decision.
  • When you close a sale, it’s the perfect time to make an additional sale – particularly if there’s a very good reason and benefit for the client to buy your “package deal.” Sixty percent of all clients will increase if you do it right and offer true value.
  • In this chapter you will learn how to offer all the alternatives and supplements that are available to people doing business with you, thereby improving the client’s satisfaction and increasing the value of the transaction.
  • could your clients be getting more value, benefit, protection or advantage out of each purchase they make with you? If the answer to that question is “yes” in even a handful of cases, then you owe it to your clients to show them how to derive a greater benefit each time they buy.
  • Adding Products and Services: Offer your clients the opportunity to add related items to their basic purchases from you. Items that when combined together will increase the level of satisfaction or significance of the ultimate result more completely, conveniently and efficiently.
  • Adding Volume or Time Options: Help your clients decide the best quantity and quality grades in which they want to purchase your goods/services. Or how long they want a service to automatically continue.
  • Adding Combinations: Give your clients the opportunity to purchase combinations or packages of goods and services that help them better achieve the satisfying end result they want. 
  • end result matter because people don't buy product they buy end result 
  • The product might be toothpaste, but in the client’s mind, the end result is a brighter, more flattering smile and fewer trips to the dentist.
  • And that’s why product and service add-ons are important. They offer greater value and satisfaction to clients. In short, a better “end result” which translates into greater client satisfaction. Which in turn produces more repurchasing and more referrals.

  • in this chapter you will learn the idea of testing 
  • marketing genius is someone who has the ability to always get the maximum result from the minimum effort
  • It is amazing how few companies ever test any aspect of their marketing and compare it to something else. They bet their destiny on arbitrary, subjective decisions and conjecture.
  • The purpose of testing is to demand maximum performance from every marketing effort.
  • You can easily achieve immediate increases in sales and profits merely by testing.
  • Once you find control concepts or approaches, keep testing to see if you can improve on their performance, thereby replacing one control with a better one. 
  • One thing you’ll discover when you start testing variables is that the difference in response or results can be extreme from just a small shift. 
  • Once you find control concepts or approaches, keep testing to see if you can improve on their performance, thereby replacing one control with a better one. One thing you’ll discover when you start testing variables is that the difference in response or results can be extreme from just a small shift.
  • Test presentations. Test guarantees. Test offers. Test product information. Test prices and packages. And always test against an alternative.
  • test and optimize everything to achieve same or better result 

  • In this chapter you will learn to use Host-Beneficiary relationships to tap into the millions of dollars of investment, existing good will and strong relationships that other companies have developed with their clients. And how to have those companies direct their clients to start doing business with you.
  • Over the years the average business spends hundreds of thousands of dollars in marketing, sales efforts and advertising to build goodwill and develop and keep a cadre of loyal clients and prospects.
  • If you are the beneficiary in this arrangement, it will bring you more clients and more cash right away.
  • There is no strain to create powerfully profitable Host-Beneficiary relationships. This is all you have to do: Step One: Ask yourself: “Who already has a strong relationship with people to whom I might be able to sell a noncompetitive but related product or service?” Step Two: Once you’ve got names on paper, contact those non-competing businesses and ask them to introduce your product or service to their audience. Supply them with plenty of information on what you sell, and some testimonials attesting to its high quality.
  • Negotiate with those companies to sell your product or service to their clients. Each company should give an endorsement to your product or service, and in return they would receive a certain percentage of the profits from all sales.
  • this is the most powerful lesson and its also used my john d Rockefeller. 
  • variable reward strategy can be also used.
  • In this chapter you will learn how to create and implement a cost free, formal client referral system that will bring you an immediate increase in clients and income.
  • The psychology: You have a moral and business obligation to extend the same superior level of results or benefits you provide to each and every one of your clients, to everyone they hold dear.
  • When you change your sense of self worth, you also alter the way you look at your relationships with clients. No longer do you , or should you, see them as mere purchasers of your wares or services. Instead, look at each and every client as a dear and valued friend. A lifetime friend, because that is precisely what your clients are to you: dear and valued friends.
  • Anyone important to your clients has by nature got to become important to you.
  • in this strategy focus more reward for the person who is being referred rather than who is doing it.
  •  A referral-generated client normally spends more money, buys more often, is more profitable and loyal than any other category of business you could go after. And, referrals are easy to get. Referrals beget referrals. They are self-perpetuating.
  • Step One: Every time clients deal with you in person, through your sales staff, by letter, e-mail or on the phone, diplomatically ask them for client referrals. But first you must set the stage.
  • Step Two: Willingly offer to confer with, review, advise or at least talk or meet with anyone important to that client. Offer to consult their referral or let them sample or get a demonstration of your product or service in action without expectation of purchase, so your client sees you as a valuable expert with whom they can put their friends or colleagues in touch.
  • In this chapter you will learn how to instantly increase your client base and income by reactivating past or lost clients and relationships.
  • The easiest possible way to increase your client base is laughably obvious, but hardly anyone does it. You can instantly increase your number of clients by regaining your inactive clients.
  • Until and unless you first identify how many of your old clients are no longer actively dealing with your company or your practice, you can’t begin to immediately improve on that figure.
  • Most people stop buying from you for one of three reasons: 1) Something totally unrelated to you happened in their life or business that caused them to temporarily stop dealing with you. They intended to come back, but they’ve just never gotten around to taking action and started doing business with you again. 2) They had a problem or unsatisfying last purchase experience with you that they probably didn’t even tell you about. So they’re turned off to you or your company.  3) Their situation has changed to the point they no longer can benefit from whatever product or service you sell
  • This simple action – contacting people who can’t use you anymore, and nobly asking for referrals, has increased the sales of client companies I work with by as much as 50% within months.
  • In this chapter you will learn how to effectively use direct mail in lieu of thousands of sales people. And to use business letters to generate new clients and increased sales.
  • THE COMPONENTS OF A SALES LETTER Here are specific components your sales letter should contain: It must get the reader’s attention with a powerful headline. The letter must show clear and distinct advantages in the body copy. The letter has to prove or validate your claim of benefits or advantages through factual examples – comparisons, analysis, testimonials or credentials.
  • In this chapter you will learn how to focus your time and money on targeting the most likely prospects in order to achieve the most cost-effective and profitable results.
  • Quantity does not matter in lead generation. Quality and convertibility are what’s important. In other words, go where the money is.
  • I want you to commit to collecting, acquiring and keeping every client and prospect on a mailing list, and working that list properly. Keep segmented lists of clients by the purchasing habits. Remember you make the rules. If you see a client-list technique that works for another industry, try it
  • very few of your client contribute to your most of buying decision so focus more on them .

  • In this chapter you will learn how to use the telephone to increase sales and profits. And what to avoid so telemarketing doesn’t do more harm than good.
  • call after a sales letter has been send 
  • In this chapter you will learn that the solid strategies that succeed in the physical world also will prove successful in the Internet world. But there are differences between these two worlds.
  • this book was written before the internet was the mass popularity so it was good idea back then 

  • In this chapter you will learn how to use the concept of barter to greatly leverage your buying power and create an important new profit center.
  • use barter system it was a idea i didn't thought work 
  • write your own credit line (or barter scrip) to unlimited amounts. You can buy goods and services at far better discounts and on far more advantageous terms than you ever could with cash.
  • THE APPEAL OF BARTER By engaging in barter activities to acquire goods and services, you can: 1. Enjoy up to 80% cash savings on all your purchases. 2. Acquire needed items with money you’ve already spent. 3. Finance major purchases interest-free for years, and get the purchaser to carry the paper at a discount.
  • ONE TO ONE BARTER Start by going to the most direct and logical prospects first, propose a direct exchange of your goods or services for theirs.
  • just like when retail owner give candy when we want money 
  • 1. Insist on assignability for any item or service you ever receive a credit for. 2. Never try to trade your goods or services at anything less than retail value. Remember, the higher the valuation you place on the goods or services you trade, the greater the buying advantage.
  • Triangulation is the use of three separate transactions (or more) to achieve your ultimate barter objective. And while it may seem complex in theory, it is really very simple in practice.
  • In this chapter you will learn how to maintain solid and profitable relationships with clients, colleagues and others by employing proper and specific communication techniques.
  • Find a mentor, someone who has been where you are and knows the pitfalls and opportunities that you are facing. This could be a person who is now retired from your industry, but has vast amounts of knowledge that you could use to your benefit.
  • treat your customer they are part of your family
  •  set clear goals for your self better idea check out brain Tracy goals book 
  • In this chapter learn how to think about building levels of future success and profitable growth you never dreamed possible.
  • A very wise man said, “Far more is accomplished through movement than was ever achieved through meditation.” And while I think meditation, contemplation and formulation are all quite essential to the successful process, unless you act you’ll never realize any rewards.
short list of all ideas 
  • stratergy of preeminence 
  • low ball offer 
  • usp 
  • risk reversal
  • testing 
  • host beneficary 
  • referal system 
  • reactivating past clients 
  • use direct mail 
  • 8020 customer buying
  • telephone 
  • internet 
  • barter system 
  • communication technique 
  • personal goals
  • future thinking

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