A colleague recently lent me a book, with an inviting red dust jacket and intriguing title, The Go-Giver. It’s a little book with a big message, she promised.
Trish Baron, Vice President of Business Development at Catalogs.com, is a big fan of Bob Burg and John David Mann's powerful book, The Go-Giver. She recently spent a morning at a Florida Direct Marketing Association program listening to Bob talk about the business philosophy behind his book: putting the other guy first.
The Go-Giver is a parable populated by characters that embody Burg and Mann's “Five Laws of Stratospheric Success.” The laws are intriguing, Trish explains:
#1 Law of Value – give more in value than you take in payment, this is the difference between price and value.
#2 Law of Compensation – income is determined by how many you serve.
#3 Law of Influence – how abundantly you place other people’s interests first.
#4 Law of Authenticity – operate from your true essence; authenticity equals integrity.
#5 Law of Receptivity – stay open to receive with belief in yourself and your product.
The simple message of The Go-Giver is inspiring. Burg’s trade secret? The power of giving.
When I spoke with Trish regarding Burg and Mann’s book, it reminded me so much of Dale Carnegie’s famous book How to Win Friends and Influence People. Both books start with the simple premise, to become interested in others and put others first. Part of my own business (and personal) success is due to Dale Carnegie’s books which I’ve read. I can’t wait to read Bob’s too.
Trish is one of Catalogs.com’s most successful and talented sales professionals. She instinctively incorporates many of Burg’s Laws into her daily interactions with merchants. She easily works to establish trust by focusing on the other person and paying attention to his or her needs. Around the office, all our sales professionals strive to become marketing consultants, always listening and advising, certainly not just selling. The key is to ask “feel good” questions, show that you are genuinely interested in the other person’s responses. A top marketing consultant/sales professional requires an uneven balance: 20% talking to 80% listening.
Burg’s suggestion that because we live in a low-trust society, those people who position themselves as trustworthy stand out and have the key to influence resonates strongly with the millions of others who applaud The Go-Giver.
It is important for everyone in business, even those of us who are very good at what we do, to get a refresher. We should continually look for books with messages that motivate us and find speakers who inspire us. This is how we avoid burnout and continue to evolve in the jobs that we have chosen. Next time Trish asks me to join her at a Florida Direct Marketing Association meeting, I’m certainly going to make the time.