Bob Burg
speaker
120 appearances
2 recordings
2 series
first heard Dec 2024
last heard Apr 2025
Bob Burg’s voice in public audio — every appearance, attributed to the second.
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Appearances
But what value does she give you in exchange that is so immense? First, through her experience, her knowledge, her wisdom, her desire to find out about you and what you're looking to accomplish. She gets to know your business, okay? She's able to save you $5,000 in taxes. She also saves you countless hours of time.
She also provides you and your family with the security and the peace of mind of knowing what was done correctly, right? So she's just given you well over $5,000 in value in exchange for a $1,000 payment of price. So you feel great about it, but she also made a very healthy profit because it's worth her time. It's worth her while, okay, to...
sell or lease her time, her energy, her expertise, her caring, her, you know what I'm saying?
And so both of you come away much better off afterwards.
Okay, so this says that your income is determined by how many people you serve as well as how well you serve them. So where law number one says give more in value than you take in payment, law number two tells us that the more people whose lives you touch with the exceptional value you provide, the more money with which you'll be rewarded.
Nicole Martin, the CEO in that part of the story, told Joe, the protege, that law number one, the law of value represents your potential income, but it's law number two, the number of lives you impact that represent your actual income. So we could say exceptional value plus significant reach equals very high compensation.
Well, it's building the relationship. One of the things that I said, the premise of endless referrals and something that was in The Go-Giver was that all things being equal, people will do business with and refer business to those people they know, like, and trust. So this is really where law number three of the go-giver comes into play, right? The law of influence.
Your influence is determined by how abundantly you place other people's interests first, which isn't to say in any way that you should be anyone's doormat or a martyr or self-sacrificial. It's just that when you look at the all things being equal, the know, like, and trust, what do we see?
Placing that other person's interests first, okay, that is the way to develop that know, like, and trust toward you in others. And that's how referrals will happen because you're developing, you're creating these great relationships with people. The way you begin doing it is from that very first conversation to make it not about you, but about them.
It's asking them questions about themselves and their business, not in a prospecting type of way, just in a way that creates a relationship. It's asking them how they got started in their business and what they enjoy most about it.
It's asking that person what I call the one key question that will distinguish you from the rest, which is, how can I know if someone I'm speaking with is a good customer for you? which totally reframes everything from being the typical, I'm out there trying to give my elevator speech and sell you my product or service the first time I meet you, to I want to know how to help you.
I want to know how to serve you. I want to know how to bring value to you. And it's the same whether you're in person or online. You know, you're really a LinkedIn expert. You're someone who's so, you have such a huge audience on LinkedIn. And how many times do you see when someone sends you a connection request, what's the first thing they do?
After you connect, they send you a sales thing, right, to buy from them. Well, are you going to create a relationship with that person? Probably not. But it's probably the person who's asking themselves the question, hmm, how do I add value to Hala's life? to her business? How can I comment on one of her posts or one of her interviews? How can I share something that's gonna bring her value?
How can I get to know her in a way that she sees that my focus is on, right? And that's how we start the referral process. Now, there's certain questions we can ask once the know, like, and trust is there to create the context where the person's probably gonna give us great referrals, but it always begins with the relationship.
We can do 30 minutes just on that.
We kind of did law of influence. We did that within that. So we sort of snuck that in a little bit because it's, again, it's placing the other person's interest first, not in a self-sacrificial way, but in a way that benefits everyone concerned. Yeah.
Sure, so if we ask what influence is, because remember, you know, the word influence has been thrown around so much now that people have lots of different definitions for it. And so I think if we look at it first on a very basic level, influence can be defined simply as the ability to move a person or persons to a desired action, usually within the context of a specific goal, okay?
That's the definition, but it's not its essence. Because the essence of influence, as you said, is pull as opposed to push, right? How far can you push a rope? Well, at least not very fast or very effectively, which is why great influencers don't push. They don't push their will on others. They don't push their ideas on others. They're not pushy, right?
You never hear someone say, wow, that David or that Mary, she is so influential. She has a lot of push with people, right? No, Mary's influential, she has a lot of pull with people. So how does that pull manifest itself? Well, again, and this is that law of influence, it goes back to placing the other person's interest first.
The genuine influencer asks themselves questions to make sure they're facing the right way. See, I believe that we need to be internally motivated, but outwardly focused. Because remember, people don't do things for our reasons. They do it for their reasons. I often, when I speak at sales conferences, I'll often say, nobody's gonna buy from you because you have a quota to meet.
Showing 21–40 of 120 · page 2 of 6
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