Every so often, you run across a book that is really good reading,
one you enjoy tremendously. On rare occasions, you find a book that stuns you.
Endless Referrals by Bob Burg did just that: it totally captivated me.
Several times while reading it, I jumped out of my chair and screamed, Finally!
Somebody gets it!
Bobs seminal book first came out in 1994, and was an immediate favorite with network marketers. By the end of the decade, the world had changed so much that he brought out a substantially revised edition, in 1999. But the world hasnt stopped changing, and Bob hasnt stopped learning. In response to his readers clamor, he has now come out with yet another Revised Edition. And this is no superficial face lift: not only has he thoroughly gone through and brought all his original material up to date, but he has added a good 40 percent of brand new material!
For those whove read the earlier editions, this new edition is a must. For those who havent, its more than a must: its a must-right-now! Had I known about this book 12 years ago when I started my business, it would have put an extra cool million in my bank account. It can do the same for you now.
When I first started reading, I thought Endless Referrals was going to be yet one more book on how to prospect one that would just tell me all the things Id heard 1000 times before. I was so wrong. It took me places Id never been and taught me original, creative ideas and strategies that Id not heard anywhere else.
Here is an example of one of these revelations: If you are networking right, no one will know you are doing it. Brilliant and true; this one nugget is worth the price of admission. Bob takes you through the process of how to do that, and the way he walks you through it, step by step, is not only great reading, its the stuff best-sellers are made of. (Which is why it was already a best-seller in its original edition.)
Bob then talks about the core of effective networking: spend 99 percent of your time talking about the other person. Burg methodically walks you through why you need to focus on the other person, and then presents one of the greatest sets of business-supporting questions I have ever seen.
Essentially the core of the books message, he calls these Feel Good Questions. These questions are masterfully created for maximum impact in any networking situation, and are so powerful, they turn you into a conversation magnet. Lest you think Im exaggerating: I recently used them in a situation to try them out, and found that I had people literally following me around the room to talk to me!
Another of my favorite parts is what you might call the gentle reversal in conversation. When someone finds what you do interesting, says Burg, dont do what most people do. Dont grab the spotlight and seize the opportunity to talk about you and your company. Instead, keep the spotlight focused squarely on your prospect and on what they do. If you continue to focus on the prospect, then when you finally do take your turn to talk about what you do, it will have twice the impact. Because you have shown such interest in them, they will more than return the favor in listening to you. This is a brilliant tactic for maximizing your networking impact, and is typical of the quality of practical insights throughout the book.
Then there is the granddaddy of all networking questions. I nearly dropped the book when I read this one. Burg calls it the the One Key Question. I think hes being modest: I call it the Million- Dollar-Maker Question! Why? Because if used properly, this one question will produce the kind of volume in your network marketing business that will yield millions in revenues. It is one of the most powerful one-liners I have ever heard and could turn any conversation into a gold mine for you. Burg should have written a whole book just around that question. Come to think of it, he did, and this is it. And to get the question, youll have to read the book!
Bob also covers what he calls Personal Walking Ambassadors. These are the people that you teach how to network for you, and love doing it. Again, both brilliant and effective. If you were to develop an army of referrers that would never run out of leads for you, how would that impact your business after six months? Youd be so busy, you wouldnt be able to keep up with the leads. (You should have such a problem, right?)
Burgs conversational style makes for great and easy read, the kind of teaching that leaves you saying, I could do that! Anyone could do that! And you are right. Everything Burg covers is user-friendly and exceptionally practical. There is no smoke and mirrors herejust some of the best business building strategies you will ever find. This may just be the Think and Grow Rich of our generationonly its Network and Grow Rich.
The only problem I had with this book is that it came to an end. I was so captivated by the content and writing style that I was bummed out when I came to the last page. You will be, too. But then, you get to put it down and put it into practice!
Paperback, 256 pages, $14.95; McGraw-Hill.