Truth or Delusion?: Busting Networking's Biggest Myths

Truth or Delusion?: Busting Networking's Biggest Myths

by Ivan R. Misner

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Overview

Truth or Delusion?: Busting Networking's Biggest Myths by Ivan R. Misner

Many books teach the "who / what / where / why / how" of professional networking. Truth or Delusion separates the reality from the fantasy by presenting Truths and Delusions about networking and then shows why they are either real or fakes. For example: Delusion: The best way to ensure referral success is to treat your referral sources by the "Golden Rule." Treat them the way you would want to be treated. Truth: The best way is to treat your referral sources the way THEY want to be treated. The referral process is more about emotion than facts. Find out how your referral sources want to be treated and how they would like you to treat their referrals.

Product Details

ISBN-13: 9781418530969
Publisher: Nelson, Thomas, Inc.
Publication date: 10/15/2006
Sold by: THOMAS NELSON
Format: NOOK Book
Pages: 160
File size: 470 KB

About the Author

Dr. Ivan Misner is the Founder & Chairman of BNI (Business Network Int'l.). Last year alone, BNI generated over 4.4 million referrals resulting in over $1.7 billion dollars worth of business for its members. Dr. Misner's Ph.D. is from the University of Southern California. Called the "Father of Modern Networking" by Ecademy.com and the "Networking Guru" by Entrepreneur magazine, Dr. Misner is one of the world's leading experts on business networking. He has written eight books, including his New York Times bestseller Masters of Networking and his #1 bestseller, Masters of Success. He is a monthly columnist for Entrepreneur.com and is the Senior Partner for the Referral Institute. He has been featured in the L.A. Times, Wall Street Journal, and New York Times and on CNN, CNBC, and the BBC in London. Dr. Misner lives with his wife Elisabeth and their three children in Claremont, CA.

Read an Excerpt

TRUTH OR DELUSION?

BUSTING NETWORKING'S BIGGEST MYTHS
By IVAN MISNER MIKE MACEDONIO MIKE GARRISON

Nelson Business

Copyright © 2007 IVAN MISNER, MIKE MACEDONIO AND MIKE GARRISON
All right reserved.

ISBN: 978-0-7852-2320-7


Chapter One

TRUTH OR DELUSION? Networking is a fad.

DELUSION. Yes, that's right. We're starting with the biggest delusion of all. It wasn't that long ago when businesspeople were saying, "Oh, networking is just the newest craze; it'll never last. You have to get out there and pound the pavement, put up billboards, and place ads in the mass media, the yellow pages, the insides of buses, the outsides of people's shaved heads ..."

Did you say Truth? Well then, you haven't been paying attention to what's been going on around you. In our lifetime, an entirely new field of study is being codified. Whether you call it networking, word of mouth, referral marketing, relationship marketing, or social capital, it's all about people learning how to connect with other people in meaningful ways despite, or possibly because of, our technological revolution. Geography no longer matters; if you share an interest with someone halfway around the planet, making the connection online is as easy as-no, easier than-picking up the phone and dialing.

And yet, as new as all this technological connectivity is, it simply takes us back to an earlier era, when we lived in small communities with our extended families and knew all our neighbors. We worked for and with people we knew personally. We bought everything we needed from people who were our lifelong friends, were treated for illnesses by doctors who had cared for our parents, and trusted our finances to accountants we saw every week in church.

We don't live in a Little House on the Prairie anymore. We don't know our neighbors, and we have very few, if any, relationships with the local business community. When these communities fragmented, much of the community spirit faded as well. No longer did we feel responsibility for the welfare of our friends and neighbors, or that we all shared in the common good. The entire decade of the 1980s was called the "Me Generation," when businesspeople pursued their own interests at the expense of everybody else.

Networking is no more a fad than sales and marketing.

Referral networking arose in the vacuum created by this disappearing sense of community. It has become a way of marketing your business by building the businesses of your fellow networkers. The old ways have become new again. In networking organizations, though we may be lost in a sea of people in our big cities, we form relationships and do business with people who live near us and share a mutual interest in helping our businesses grow. At the same time, our reach is worldwide, giving us vastly more options and resources to tap for any need. It's the best of both worlds-and referral marketing is the discipline that brings it all together.

The first time I was asked, "Isn't this networking thing just a fad?" was in 1987. The question came from a newspaper reporter with one of the largest newspapers in the United States. Confidently I told her, "Networking is no more a fad than sales and marketing." Since I had just started this little networking organization called BNI[R] (Business Network International), I was hoping that my prediction would prove to be as true as my answer sounded. More than twenty years later, I can confidently say it was. Since that reporter asked me if networking was just a fad, I've written eight books, and my organization has opened thousands of networking groups in dozens of countries across the globe. We have groups speaking almost a dozen different languages, operating on every populated continent of the world. In addition, these groups pass millions of referrals, generating billions of dollars' worth of business for one another. Recently, we've developed a spin-off company (the Referral Institute[R]), which trains people on something that colleges and universities don't-how to network effectively. In just a few short years, this business has expanded to several countries as well.

Twenty years ago, my instincts told me that I was on to something that would stand the test of time, but I didn't have the body of work behind me that I do now. We truly live in a high-tech, high-touch society. The more technologically advanced we become, the more important it is to reach out and touch real people in our work-to connect on a personal level with people. That is what networking is all about.

-Dr. Ivan Misner

(Continues...)



Excerpted from TRUTH OR DELUSION? by IVAN MISNER MIKE MACEDONIO MIKE GARRISON Copyright © 2007 by IVAN MISNER, MIKE MACEDONIO AND MIKE GARRISON. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

Contents

Introduction....................xi
1. Networking is a fad....................1
2. If you provide good customer service, people will refer business to you....................4
3. If you provide outstanding customer service, and your referral partner has experienced that as a customer, it can definitely increase the number of referrals you receive....................8
4. Word-of-mouth marketing is always working....................10
5. To be good at networking, you have to be a real "people person."....................13
6. Practice makes perfect. Practicing networking skills will make you a better networker....................16
7. You can't predict referrals....................19
8. You can control the amount and frequency with which referrals come to you....................23
9. There is an unlimited supply of referrals....................26
10. You don't know who they know....................30
11. An accountant is the best center-of-influence referral source for a financial advisor....................35
12. You should always get a referral when you're in front of the referral source....................37
13. A director of a nonprofit organization can be one of your best referral sources. 14. People who like, care, and respect you will refer business to you....................42
15. The majority of business professionals who get involved in referral groups are seasoned, established individuals....................47
16. To maximize your chances of getting good referrals, it's best to move from one networking group to another at regular intervals....................50
17. The best way to ensure referral success is to followthe Golden Rule: treat your referral source the way you want to be treated....................53
18. The person benefiting the most in the referral process is the person receiving the referral....................58
19. Word of mouth is the safest form of advertising....................60
20. If you're getting all the referrals you need, you don't need to sell....................64
21. The more referrals, the better....................67
22. One of the advantages of referral marketing is you have people you can blame if things fall through....................70
23. For networking success, when describing your products or services, you should try to tell people about everything you do....................73
24. Your best source of referrals is your customers....................78
25. Your referral strategy should be customized for each referral source and sales prospect....................81
26. You can network anywhere, anytime, on any occasion-even at a funeral....................84
27. It's not what you know, but who you know....................89
28. The more networking meetings you go to, the better....................93
29. It's best to limit the number and types of networking groups you belong to....................97
30. Unlike cold-calling, the referral process is difficult to measure....................100
31. Even after you receive a referral, you should put just as much effort into your referral marketing as you did before you received that referral....................103
32. Your ability to handle referrals from your network is more important than your network's ability to handle referrals from you....................107
33. Once you've been referred to someone new, a great way to strengthen your relationship with your new customer is to refer him to someone else....................109
34. When one of your business relationships passes you a referral, that means the prospect is ready to hear a presentation on your product or service....................112
35. When you give referrals to others, you can expect them to give you referrals in return....................115
36. The larger the networking group, the more referrals it will generate....................117
37. Customers generated through referrals have a longer "shelf life."....................120
38. By giving referrals to people, you are also training them to give referrals to others....................122
39. If you join groups and organizations and become active by volunteering, taking on responsibilities, and working side-by-side with other people on a common goal, they will get to know you and refer business to you....................124
40. When evaluating network groups to join, be sure to find one that does not focus exclusively on your target market....................127
41. The more you promote yourself, the more referrals you'll get....................132
42. In a networking group, you should talk about more than just business....................134
43. People are more likely to refer others to you if you give them a finder's fee....................136
44. Helping people works. You don't have to have a system for helping people-just help people, and you'll get referrals....................139
45. Networking is all about referrals....................141
46. Networking is a uniquely American phenomenon....................142
47. The number-one trait of master networkers is that they give referrals to others....................145
48. The best way to follow up with someone you've just met is with a handwritten note....................147
49. Reading more about networking will increase your business by referral....................149
Acknowledgments....................156
About the Authors....................158

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