Endless Referrals, Third Edition
by Bob Burg
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Book Summary Information
Author: Bob BurgEdition: Paperback
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2005-10-25
ISBN: 0071462074
Number of pages: 288
Publisher: McGraw-Hill
Book Reviews of Endless Referrals, Third Edition
Book Review: Endless Referrals is a turn key referral system!
Summary: 5 Stars
"All things being equal, people will do business with, and refer business to, people they know, like and trust."
Endless Referrals is all about getting people to know you, like you, and trust you, so that they'll send endless referrals your way. Bob Burg wrote the preeminent guide to effective networking years ago, and this most recent version has been updated to help entrepreneurs, professionals and salespeople deal effectively with the new realities of doing business in the age of the Internet.
Regular readers of this newsletter will remember a book I reviewed a few issues ago, Never Eat Alone by Keith Ferrazzi. I declared that it was 'the definitive guide to Networking 2.0.' In the same sense, Endless Referrals is the definitive guide to Networking.
Burg goes through how to effectively work a crowd at a typical business event - he uses the example of a Chamber of Commerce's 'Business After 5' events, but the system for working any gathering of people is the same - from what you need to do before the event, to how to follow up with people after the event. Having successfully implemented many of his teachings last week at my local Chamber of Commerce, I can say that the system works.
While I have never had a chance to ask all ten of them, Burg has provided a list of questions you should ask anyone you meet. These are 'feel good questions,' designed to get your new acquaintance talking about themselves and what they do. I mention that I've never been able to ask all 10, because they're the type of questions that people will spend a half hour answering! Here is a sampling of them:
'How did you get started in the Widget business?'
'What do you see as the coming trends in the Widget business'
'What sets you or your company apart from your competition?'
When you ask these questions (rather than answer their polite questions about what you do) people will go on and on. Ask how they get started, and prepare to listen for the next 45 minutes about their undergraduate experience, no matter their age. Who doesn't love to write and direct their life story?
When you ask what sets them apart from their competition, you've given them permission to brag. Who else let's them do that? The positive emotions they feel while recounting their stories to you will be associated with you, since you asked the 'feel good questions.' They will leave the conversation thinking about how charming you were, even though they spoke for most of it. Its not insignificant that you'll also learn from their stories.
Burg also suggests that everyone design personalized note cards, which can be used as thank you cards or for any notes you might send prospects and peers. I designed my own, including my picture and my Enduring Purpose, and I always send them after an event, or whenever I meet a new prospect. I get an unbelievable response, because very few people ever take the time to send a handwritten note.
Endless Referrals was first recommended to me by a Rookie Realtor out in BC who went out to make $140,000 in commissions in his first four months, using the system he learnt in the book (which he is now mentioned in!). It is a must read for anyone who is in the service business, or who depends on referrals and word of mouth advertising for their business. It's also good for anyone looking to build their network or become better at listening to others. Since I know all of our readers fall into one of those broad categories, buy the book and give your business a competitive advantage.
Summary of Endless Referrals, Third Edition
The definitive guide to turning casual contacts into solid sales opportunities
In this fully revised edition, Bob Burg builds on his proven relationship-building principles to bring even more clients to your door and helps you attract only those who are interested in what you sell. He shows how to maximize your daily contacts, utilize your tools both online and off, leverage your relationships, and generate ongoing sales opportunities.
"If you're serious about your sales career, whether you are selling a product, service, or yourself, master the contents of this book and you will practically guarantee your future success."
--Tom Hopkins, author of How to Master the Art of Selling
"Bob Burg has long been the authority on connecting with clients and building win-win relationships. Endless Referrals should be required reading for sales professionals and entrepreneurs everywhere."
-- Gary Keller, Founder and Chairman of the Board of Keller Williams Realty Intl. and author of The Millionaire Real Estate Investor
"I've found that acquiring business is the toughest challenge for professional services providers. Thankfully, Bob Burg provides pragmatic and effective techniques to smash that challenge to bits, whether using mail, phone, email, or a polite tap on the shoulder."
--Alan Weiss, Ph.D., author Million Dollar Consulting
"Bob Burg opens the floodgates to Fort Knox with this book. I like the simple, easy to understand, practical way he outlines the exact way to find endless referrals. A treasure."
--Dottie Walters, author of Speak & Grow Rich
"A no-nonsense approach to building your business through relationships."
--Jane Applegate, syndicated Los Angeles Times columnist
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