The Guggenheim Principle

Recently I visited the Guggenheim Museum on New York's fabulous Fifth Avenue. As I entered the lobby and purchased my ticket I was advised to "start at the top."

A friendly museum employee explained to me that Frank Lloyd Wright, the architect of this intriguing structure that overlooks Central Park, conceived the Guggenheim as something to be experienced rather than merely a place to visit. Wright's idea was that people would enter the building, go immediately to the elevator and ascend to the top floor. In other words, "Start At the Top!" Wright felt that someone experiencing the art on each level of the downward spiral could frequently look over the parapet and know exactly where they were situated. They would experience a pleasant stroll downward while maintaining a sense of from where they had come, their present location, and to where they were headed.

I frequently suggest that my clients leverage what I refer to as "The Guggenheim Principle". Good things happen when salespeople overcome their fear and discomfort of dealing with authority figures. In case after case clients have proven that by first establishing a relationship with the owner, the president, the broker, the office manager or the team leader they achieve greater sales results. "It's all downhill from there!"

Position yourself as a valued resource to a leader in the prospective client company and prepare to have the door of opportunity swing wide open. Some of the benefits you'll receive by starting at the top of the organization are:

Access
Borrowed Fame
Reflected Power
Inside Information
Identified Priorities
Insight
Positioning
Significant Opportunities

Imagine what you can help your clients achieve by "Starting at the Top"!