Stick To Your Ethics, Serve Your Clients, Jay Abraham Tells Attendees

DALLAS -- Master marketer Jay Abraham preached purpose during an opening presentation at the 2017 Advisor Super Conference.

Abraham, founder and CEO of Abraham Group, spoke of adhering to an ethical code when advising clients. Anyone can work just for money, he stressed, but it inevitably leads to a soulless pit of despair.

Author of the marketing best-selling concept, The Strategy of Preeminence, Abraham asked the audience for a half-filled bottle of water. To happily sell a half bottle of water without informing the client they really need to drink seven-and-a-half more of them daily is an abdication of responsibility, he explained.

Health experts recommend drinking 64 ounces of water daily.

"I have disserved you, and stolen life from you, really," Abraham said. "If you abdicate (client responsibility), shame on you. You don't deserve the professional distinction of being an advisor."

The Advisor Super Conference continues today with presentations by marketers Jeremiah Desmarais, Maribeth Kuzmeski and Dan Seidman. NFL Hall of Famer Emmitt Smith will speak tonight.

The message is the key, Abraham said. Experts tested 33 different greetings at the front door of a furniture store, he said, and one of them tripled sales: "Why did you come in today?"

The question gave the customer power over the interaction, he explained.

Likewise, an advisor who truly seeks to understand what a client wants and needs will be more successful.

"When you put into words what they want for the very first time, you own them," Abraham said. "In a very ethical way."

InsuranceNewsNet Senior Editor John Hilton has covered business and other beats in more than 20 years of daily journalism. John may be reached at john.hilton@innfeedback.com.

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