I’ve previously described the importance of nailing your customer’s problem as the initial battle. But it’s about way more than just getting their attention. When you can describe your customer’s problems clearly and succinctly – even better than they can, there is an automatic transference where they believe you also have the solution for them. This is what Jay Abraham calls the “Strategy of Preeminence“. This same phenomenon is also at work at the doctor’s office where after correctly diagnosing you, you are more open to the prescription.