Endless Referrals  ## Metadata - Author: [[Bob Burg]] | [[3. Resources/Authors/Bob Burg|Bob Burg]] - Full Title: Endless Referrals - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B006QA724U) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - posture as “when you care… but not that much!” ([Location 177](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=177)) - while you would certainly prefer that the person be interested in doing business with you, you’re not emotionally attached to the results. ([Location 177](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=177)) - The amount of posture you have and the amount of posture you display is directly proportional to the number of quality names on your list—your inventory. ([Location 186](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=186)) - networking is the mutual give and take that results in a winning situation for everyone involved. ([Location 200](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=200)) - Networking is the cultivating of mutually beneficial, give-and-take, win-win relationships. ([Location 213](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=213)) - We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other. ([Location 312](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=312)) - Sphere of influence simply refers to the people you know—people who are somehow, in some way a part of your life, directly or indirectly (and sometimes even very indirectly). ([Location 317](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=317)) - All things being equal, people will do business with, and refer business to, those people they know, like, and trust. ([Location 386](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=386)) - It isn’t just what you know, and it isn’t just who you know. It’s also who knows you and what you do for a living… ([Location 427](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=427)) - Networking is the cultivating of mutually beneficial, give-and-take, win-win relationships. ([Location 500](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=500)) - We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other. ([Location 501](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=501)) - Each of us has a personal sphere of influence of about 250 people. And so does every person we meet. ([Location 502](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=502)) - • All things being equal, people will do business with, and refer business to, those people they know, like, and trust. ([Location 503](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=503)) - • It isn’t just what you know, and it isn’t just who you know. It’s also who knows you and what you do for a living—when that person, or someone that person knows, needs your products, goods, or services. Providing that first person knows you, likes you, and trusts you. ([Location 505](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=505)) - Business cards are not a big deal. We need them mainly to get the other person’s card. ([Location 507](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=507)) - A system is the process of predictably achieving a goal, based on a logical and specific set of how-to principles. ([Location 508](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=508)) - A system permits ordinary people to achieve extraordinary results, predictably. ([Location 509](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=509)) - If you are networking correctly, the other person will never notice you are networking. ([Location 536](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=536)) - Note: If you are networking correctly, the other person will never notice you are networking. @bobburg - After the introduction, invest 99.9 percent of the conversation asking the other person questions about himself and his business. Do not talk about yourself and your business. ([Location 545](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=545)) - How can I know if someone I’m speaking to is a good prospect for you? ([Location 651](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=651)) - In a free-enterprise based economy, the amount of money you make is directly proportional to the number of people you serve. ([Location 680](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=680)) - F—Family O—Occupation R—Recreation M—Message (what they deem important) ([Location 719](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=719)) - Be open, but don’t come off like a sharp hustler. Be nice. ([Location 805](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=805)) - Center of Influence. These are people who have a very large and important sphere of influence themselves. ([Location 807](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=807)) - How can I know if someone I’m speaking to is a good prospect for you? ([Location 841](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=841)) - Later on, pop back by and call your networking prospect by name. ([Location 875](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=875)) - If you have the opportunity, introduce people you have met to others. ([Location 887](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=887)) - introduce yourself to people involved in professions complementary to yours. ([Location 907](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=907)) - Sometimes, the more we understate our case, the more dramatic an impact we’ll make. ([Location 1002](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1002)) - The best way to get business and get referrals is to give business and give referrals. ([Location 1259](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1259)) - Always give more in use value than what you take in cash value. You cannot give a person more in cash value than you take from them, but you can give them more in use value than the cash value of the thing you take from them. ([Location 1315](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1315)) - Give someone more in use value than what you take from them. ([Location 1330](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1330)) - People are built with a desire for increase in their lives. ([Location 1334](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1334)) - No matter what your profession, if you can give increase of life to others and make them sensible [i.e., “aware”] of this gift, they will be attracted to you, and you will get rich. ([Location 1347](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1347)) - Yet when you give only in order to receive, it doesn’t work out nearly as well! ([Location 1364](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1364)) - Number one, they are givers. Number two, they are “connectors.” ([Location 1380](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1380)) - Connectors don’t worry about whether they’ll “get anything” in return. They know they’ll be taken care of—and well taken care of. It’s simply not an issue. ([Location 1427](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1427)) - Prospecting is getting to the point where the networking relationships begin. ([Location 1788](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1788)) - Networking, in turn, becomes a vehicle for long-term, lasting results. ([Location 1789](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1789)) - A reflexive closing question is simply a question that produces an automatic response. ([Location 1881](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=1881)) - Treat them as if they owned the company. ([Location 2236](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2236)) - Know them by their first name. ([Location 2238](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2238)) - Tell them that you need their help. ([Location 2239](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2239)) - Include them in the promotional materials you pass out. ([Location 2241](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2241)) - Put yourself in their shoes. ([Location 2242](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2242)) - Be of service to them. ([Location 2244](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2244)) - In other words, make them your ally. ([Location 2245](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2245)) - consistency is important, keeping the same message year after year after year, making only minor changes to show additional designations and honors she’s received. ([Location 2251](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2251)) - always focuses on the other person’s needs, not her own. ([Location 2260](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2260)) - Never stop prospecting. ([Location 2264](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2264)) - Prospecting is a numbers game. ([Location 2264](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2264)) - Ask the prospect, “Do you have a real quick minute or have I caught you at a really awful time?” ([Location 2269](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2269)) - Qualify to ensure you are speaking with the decision maker! ([Location 2270](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2270)) - Use your short benefit statement to pique prospects’ interest so they’ll want to hear more. ([Location 2271](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2271)) - Prepare in advance. 2. Limit your own talking. 3. Focus. Concentrate on your conversation and the customer’s needs. ([Location 2274](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2274)) - Understand their needs and concerns by thinking like them. ([Location 2276](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2276)) - Don’t interrupt. ([Location 2278](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2278)) - Listen for the whole idea or complete picture. ([Location 2278](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2278)) - Don’t allow yourself to become irritated or insulted. ([Location 2280](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2280)) - Find the orphans. They are company customers and clients that a departing salesperson left behind when leaving the company. You may adopt them. ([Location 2287](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2287)) - a tool, not a panacea. ([Location 2305](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2305)) - You must be its master—not its servant. ([Location 2305](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2305)) - people don’t do business with or refer business to computers. ([Location 2307](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2307)) - They do business with, and refer business to, people—specifically, those people they know, like, and trust! ([Location 2307](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2307)) - Consider devoting a page on your Web site to promoting a charity event in your area. ([Location 2373](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2373)) - What you want is a byline, as well as your picture and some information about you (space permitting). ([Location 2628](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2628)) - The smaller and more local the newspaper, the greater the odds of acceptance. ([Location 2649](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2649)) - And whenever you are published, send a press release to your local newspaper, letting them know about it. ([Location 2754](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2754)) - I’ve listed a few in the resource section at www.Burg.Resources.html. ([Location 2976](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=2976)) - “This person finds business for that person and that person finds business for this person.” ([Location 3109](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3109)) - One-way cross-promotions. ([Location 3308](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3308)) - Two-way cross-promotions. ([Location 3309](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3309)) - Reverse cross-promotions. ([Location 3310](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3310)) - Referred prospects are easier to set appointments with. ([Location 3361](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3361)) - With referred prospects, price is less of an issue. ([Location 3377](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3377)) - Referred prospects are easier to close. ([Location 3384](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3384)) - You are automatically positioned as a referral-based salesperson. ([Location 3390](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3390)) - Referrals give your prospect the advantage of indirect experience. ([Location 3409](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3409)) - Remember, if the prospect doesn’t personally know, like, and trust the salesperson, then some form of borrowed influence or credibility is needed to speed along the process, ([Location 3421](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3421)) - A referral builds the loyalty of the person who gave you the referral—and he will continue to do so. ([Location 3423](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3423)) - Referrals give you additional time with which to work. ([Location 3438](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3438)) - referral-based business constantly puts you in front of qualified prospects who have already passed over what I call the “Marketing Bridge.” ([Location 3446](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3446)) - They need your product or service, they want it, and they can afford it. ([Location 3447](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3447)) - Having met you through a mutual acquaintance, they are likely the best sources of more referrals. ([Location 3448](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3448)) - Far from being a vague or intangible benefit, referrals are a concrete, vital, and profitable asset. ([Location 3460](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3460)) - Plan on receiving them and expect to receive them—and ([Location 3461](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3461)) - A-list referrals are those who are pretty much ready to buy when you show up. ([Location 3466](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3466)) - B-list referrals are also good referrals, just not quite as solid as the A-listers. ([Location 3469](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3469)) - C-list referrals are those you want to avoid presenting to, as soon as you’re in a position to be able to do so. ([Location 3475](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3475)) - People will tend to refer you to others at their same self-perceived level and below, but people rarely “refer up.” ([Location 3485](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3485)) - Once you begin receiving referrals and become proficient at it, you’ll begin to track the average number of referrals you obtain per presentation. ([Location 3504](https://readwise.io/to_kindle?action=open&asin=B006QA724U&location=3504)) ## Related by Author - [[3. Resources/Readwise/Books/Adversaries Into Allies|Adversaries Into Allies]] - [[3. Resources/Readwise/Books/The Go-Giver Influencer|The Go-Giver Influencer]] ## Book Review - [[4. Archives/Book reviews/Endless Referrals|Endless Referrals - Book Review]]