Getting Everything You Can Out Of All You've Got
by Jay Abraham
St Martin's Press, 2000, 376 pages, $24.95.

Over the course of his more than 25-year career, Jay Abraham has helped more than 10,000 business in over 400 industries increasetheir bottom line, including Charles Schwab & Co., IBM, and Citibank. In the past five years alone, he has earned $70 million inconsulting fees. Now in his debut book, Getting Everything You Can Out of All You've Got, Abraham shares his innovative marketing ideas for the first time. While this book is a treasure trove if you're in marketing, Abraham shows you how to apply his thinking to any business - -including the business of advancing your career. Abraham maintains that we all have internal clients, and his ideas are all aboutkeeping your clients happy - - and coming back. And if that internal client happens to be your boss, Abraham will put you onthe path to that big corner office and substantial pay increase.

Dear, Valued Friends

Abraham's strategies are built on the principle that clients should be treated as dear, valued friends. His "strategy ofpreeminence" 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 itreally a drill the customer wants, asks Abraham? No, it's a hole. It's your task to show your customer how to get the bestpossible hole for his needs, transforming yourself into a trusted adviser and -- most important - - setting the stage for repeatbusiness.

Identifying Breakthrough Opportunities

Another key concept is that of identifying breakthrough opportunities. Abraham urges you to look outside your ownindustry to borrow successful practices you see. For example, Federal Express took note of the banking industry's method ofclearing 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 yourindustry 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 tobarter with other businesses to keep your costs down. An entire chapter is devoted to each of Abraham's strategies, withplenty of clear examples of how they've been used successfully.

Written in a down-to-earth, interesting, and motivating style, this book is a must-read for marketers, as well as anyone lookingto advance his or her business or career.

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