Endless referrals by Bob Burg

1. An Introduction to
ENDLESS
REFFERALS by
Bob Burg
Shared by:

2. Preface
Endless
referrals-
the
cornerstone of
business.
“Who do I speak to next, now that my
original list of names
has run out?”
A business should solidly be based on
endless referrals from our customers,
clients, and everyday contacts,
* avoid nerve-wracking mystery
* avoid being dependent on the
whims of current economic conditions
and buying moods.
Our products= COMMODITY
Our list of names= BUSINESS
INVENTORY
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Because without a
list of names of
people to contact
and offer your
products or
services, you have
no business.
COMMODITY= excellent
IINVENTORY= the number
of quality names on your
list

3. Every
business
person
knows that
no matter
what your
business,
without
inventory,
you’re out of
business.
Having quality names on your list is the
lifeblood of your business.
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having an
endless
supply of
quality
names
a vibrant,
healthy
business
“No, I’m not
interested”
panic a little
and lose just a
bit of your
“posture”
If he’s
interested,
great. If he’s not
interested,
that’s okay, too.
You’re prepared
to end the
conversation in
a very polite
and gracious
manner
and move on to
your next
prospect. That’s
posture.

4. Prospects respond positively
when a salesperson has
posture.
What is the best way to
develop true posture?
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If you value yourself enough to
act in that manner, your
product or service must also be of
value.
Have a large list of quality names
that you never, ever have to be
concerned someone not being
interested in doing business with you.

5. YOUR JOB:
1. Making your product or
service available.
2. Presenting in the right way.
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Your prospects' job:
the decision as to whether or not to purchase
Key statement:
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.
Quality
names
Posture

6. no system for
acquiring new
prospects =
constant
worry about how to
find that next
person to whom
you can present
your
product or service
“a business based
on endless
referrals fills you
with peace of mind”
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7. “
Treasure your relationships, not your
possessions.
Anthony J. D'Angelo
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8. Endless
referrals
is not
all
prospecting.
The average consumer today is more knowledgeable, is less trusting, and
wants to have a know you, like you, trust you relationship with her
salesperson.
To build that business based on endless referrals,
we do it another way. We network!
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like you trust youknow you

9. Networking
Networking is the mutual give and take that results in a winning situation
for everyone involved.
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10. We develop of a large and diverse group of people who
gladly and continually refer a lot of business to us, while
we do the same for them.
There is fierce
competition.
Markets are
being saturated.
How do we
cultivate new
business
without
spending a
lot of money
doing it?
Networking is merely
“talking,” jabbering
incessantly to anyone who
will listen why they should
be doing business with you,
along with indiscriminately
handing out business cards.
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Networking is the
cultivating of mutually
beneficial, give-and-
take, win-win
relationships.

11. We are
positioned at
the center of
our network.
Others are,
too.
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a source of support (referrals, help, information, etc.) for everyone else
We are not dependent on each other; nor are we
independent of each other;
we are all interdependent with each other.

12. Girard’s Law
of 250
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Each of us has a
personal sphere
of influence of
about 250
people.

13. Exercise time!
1. Take a pencil and paper and write down the names of those people
you know who immediately come to mind. (go through your FB,
phonebook)
2. Think about associations and religious, political, and business
organizations in which you might be involved and write down the names of
those within that framework who come to mind.
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14. Without even
trying, most of us
have a
sphere of
influence of about
250 people.
And more
importantly, so do
most other
people.
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250 250
250 250
YOU
There’s a good
endless referrals
chance that those on your
list know of other people
who are. And those people
will know of still others who
are, too.

15. Probably the
biggest change of
all is that today’s
buyers are much
more
relationship-
oriented.
People want to buy
from people they
know, like, and
trust.
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“Those people in our network already know us, like
us, and trust us. They are our buyers.”
People on the list are potential buyers or potential referral
sources.
All things being equal, the people who know us, like us,
and trust us will tend to buy from us or refer us.
Remember, those people are at the center of their own individual
networks.

16. The Golden
Rule
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▪All things being
equal,
people will do
business with,
and refer
business to,
those people
they know, like,
and trust. This is the bronze, silver, golden, and even platinum rule of networking.

17. If two people both have similar or equal products, price,
know-how, or any other determining factor that could possibly
come into play,
it’s the man or woman who has personally won over the
prospect or referral source who will earn that sale or referral.
Whoa! That’s a big!!
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18. 18
Things
Aren’t
Always
Equal
If all things are not equal, and a person cannot provide
the quality, price, or whatever else is necessary, it doesn’t matter how
the other person feels about them, they won’t get the business or
referrals.
The relationship might get you in, but then it’s up to you to
deliver the goods.
Again, all things being equal, people will do business with, and refer
business to, those people they know, like, and trust.
100%
Total success!

19. It Isn’t Just
What or
Who You
Know
Guidance
and health
teaching
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Gain a loyal
custmer.
what you know is
important
we have to know
what we’re doing
and what we’re
talking about;
provide proper
guidance to our
prospects,
customers, and
clients.
if we can’t provide
excellent (or at least
adequate)
service after the sale,
we can rest assured we
won’t be doing business
with
that person ever again.
Nothing gets
around faster
than negative
comments.

20. Networking
When someone hands his
business card to everyone with
whom he comes into contact.
Aggressive shoving of a
business card in said contact’s
face with “Gimme a call—I’ll cut
you a deal,” or “If you
▪ever need to buy a
whichamahoozee, I’m the one
to call.”
Red
This is hard-selling, the
opposite of networking.
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Business cards could give you
a lead.
You can use your business card
to get the other person’s
business card.
Find a system that has been
proven to work in that
▪particular area, and then
simply applying that system to
your own efforts.
▪Systems permit ordinary
people to achieve
extraordinary results,
predictably.

21. 21
Keypoints

22. Questions are the
Successful
Networker’s Most
Valuable
Ammunition
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23. Questions
are the
answers.
In sales, the person who asks the
wuestions controls the conversations.
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▪1. The right questions lead the person to the direction we want him
to take.
▪2. Great salespeople never push. They lead.
▪3. In the context of a sales presentation, ask the right questions. It
will ultimately lead a person to the right decision: to buy the
salesperson’s product or services.

24. Make an
impression at
the first
meeting.
Get a
prospect
know you,
like you and
trust you.
When and where can we network?
- Everyday , everywhere
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If you are networking
correctly, the other
person will never notice
you are networking.

25. What to do
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▪Introduce
yourself.
▪-name
▪handshake
What do you
do for a
living?
-he’ll ask you
the same
question
Invest 99.9
percent of
the
conversation
asking him
about
himself and
his business.

26. WARNING ▪After you introduce yourself and say what you do for a living:
▪If the person says he really needs your service or your product,
what will you do?
▪A. YESSSSSSS!!!! And set up an appointment?
▪B. Go back to asking questions?
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27. Open-ended
Feel-Good
Questions ▪GOAL: Make the person feel good about
themselves, about the conversation and
about us- even though we’ve just met
them and they hardy know us.
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28. What are
they?
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29. It’s How You
Ask.
1. Ask 2 to 3 feel-good questions only.
2. They enjoy answering these questions.
3. Establish rapport and make them feel
good.
4. Use extenders.
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30. Separate
yourself from
amateurs.
You’re a pro!
1. Ask this with sincerity.
2. Do it after you’ve established rapport.
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How can I know if someone I’m speaking
to is a good prospect for you?
This shows you are someone special.
Learn this question word for word until it becomes
a part of you. Do not ask this too early in the
conversation. Establish rapport first.

31. Serving
others.
Serve them
through
other sources
such as the
referrals you
give them.
▪“The secret to success is to subjugate your ego
and serve others.”
▪- Stuart Wilde
▪“The Law of Compensation”
▪“In a free-enterprise-based economy, the
amount of money you make is directly
proportional to the number of people you
serve.”
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