Two ID Cards--One Straight and One in Drag

Jay Abraham's consulting fee is $5,000 an hour. When you're a marketing genius, you can charge that much and some businesspeople will gladly pay it. Why not? If that $5,000 expense puts, let's say $100,000 in profit in your pocket, then it's an expense easily justified.

From Chapter 1 of Jay's book, Getting Everything You Can Out of All You've Got comes this example of proactive, client friendly service:

The Royal Bank of Scotland issues two high-security check cashing cards to its transvestite clients — one with a photo of them dressed as a man, and the other as a woman. A bankspokesman said: If any cross-dressing clients go shopping dressed as a woman, it s possible for them to have a second card so they can avoid embarrassment or difficulties when paying by check.

If more businesses put this kind of thought into their customer relations, there would be fewer business failures. That would be good for the owners and the workers they employ. And good for the economy, too.

I wish Jay Abraham would put more of his wisdom down in the form of the written word. He's recently started his own blog, but I'd like to see more of his ideas in book form. Books are the cheapest way to get knowledge. Jay does personal appearances, but I can't afford the $25,000 he charges each attendee for those. His other materials are also pretty pricey. Jay may or may not have ever taken an economics course (I don't know for sure), but he has an intuitive grasp of price discrimination. Indeed, if I were a businessperson, I'd be impressed with the many techniques that Jay Abraham utilizes to earn money. Perhaps the most important technique is summed up in Jay's philosophy:

You must understand and appreciate exactly what your clients need when they do business with you — even if they are unable to articulate that exact result themselves. Once you know what final outcome they need, you lead them to that outcome — you become a trusted advisor who protects them. And they have reason to remain your client for a lifetime.

Marketing 101, The Gospel According to Jay. Amen!

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