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TwoBrain Radio Replay: Bob Burg of "The Go-Giver"

By Chris Cooper & Greg Strauch

This is an important replay of an episode from August, 2016. I think everyone should listen to this episode every YEAR, and read Bob's book ("The Go-Giver") every year too. "The Go-Giver" is a career-changing book for many professionals. In this episode, co-author Bob Burg talks about value, influence and changing the way you look at business. Bob starts with an overview of the 5 Laws of Stratospheric Success: Value, Compensation, Influence, Authenticity and Receptivity. Then Bob talks about INTRINSIC VALUE: the value that's built into your experience. These can also be broken into five parts: excellence, consistency, attention, empathy and appreciation. This is what you're giving people. Notice that Burg lists "consistency" as part of excellence. He also emphasizes individual attention (even in a group setting) and appreciation - which doesn't mean "discounts". Bob says "The key to receptivity is staying open to "Probably the biggest upside-down misperception about selling is that it's about taking. And it's not! Selling is all about giving." He continues: "Selling is simply discovering what the other person needs, wants or desires and helping them to get it." Bob has never heard our "No-Sweat Intro" or "Bright Spots" interview questions, but he virtually walks through the entire conversation verbatim. Start with a conversation. Ask questions. Make a recommendation as a coach--not as a salesman. This is why offering a "free CrossFit trial" Bob mentions "How To Win Friends and Influence People" by Dale Carnegie, which I give to every prospective coach at Catalyst. "Ultimately, people do things for their reasons, not our reasons" - Dale Carnegie Here are 3 things Bob learned from Carnegie: Everyone seeks happiness Happiness is relative Resources are limited. How does a "Go-Giver" say NO to clients who are bad fits or opportunities that will squander their limited time and attention? Bob gives us tactful ways to do so. "I'm not a big believer in being a martyr." A quick overview of The Go-Giver: You can go to Bob’s website and immediately download Chapter One from his international bestseller The Go-Giver and access lots of value-added resources such as the special report, The Go-Giver Way: Five Principles for Creating a Culture of Excellence. Buy The Go-Giver series here: tgg-bundle-low-res Music in this episode by The Blessed Cassettes. Recorded on August 11, 2016. Two-Brain Business is now available on!

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