♪ [music] ♪ – [David] Hello I'm David Laroche, we are with a new guest today. He's Bob Burg, and he's with me today to answer my questions about how to unleash their potential. Bob is a convention speaker and a best-selling author and his last book is “The Go Giver.” So thank you very much Bob. – [Bob] [foreign language] It is an absolute pleasure to be with you today. – Thank you very much. It's the same for me. And I let you introduce yourself. – Well, I began my career over 30 years ago, first in…Well, a little more than that. But as a newscaster, a broadcaster on both radio and then television, and I really wasn't very good at it and I ended up moving into sales, or professional selling. And again, I wasn't very good at that because I just didn't know how to do it. And so I read books from people like, back then, it was Zig Ziglar and Tom Hopkins and I kept studying it. And when you learn how to do something, you can…If you want to unleash your potential it takes really two things. You have to have the right attitude, and the right skills. So I'd had the right attitude, but I didn't have the skills. And so I read a lot books at that time, I would listen to, back then, I'm 55 so 30 years ago.. – You have lots of books behind you! – And those are just a few of them! My house has books upon books upon books! I'm just trying to read and learn. And so, we have to have both the right attitude, and we also have to have the right information if we want to release our potential. You can have great, you can have lots of knowledge, but if you don't have the right attitude, you're not going to be very effective. Now you can have the right attitude, but if you don't have the knowledge, you're just going to be a very motivated person who doesn't know where they're going and so can't get there. So we have to have both. So I really, I very early, well let's say in my mid-to maybe late 20s I started to realize that if I was going to be successful, whether it was in selling or whatever I was doing, I was going to have to really really learn and learn from the people who had already proven to be successful in doing what I wanted to do. – Okay, follow the good people. – Yes. And that's so very important, so what I suggest people do is to you know, listen to other people who you respect, and ask them who they would refer you to you know to read and to study and when you do listen to someone, always ask yourself if when they say something, you know, you don't necessarily believe it just because they say, it needs to be congruent with what seems logical and what would make sense. And of course you need to know that they're honest, ethical and they do things the right way. Once you find people whose basic information you agree with, and their style is congruent with yours, then you make a study of them and their systems and when you replicate it, you can replicate their success. – Okay! You wrote a book, “The Go Giver” in which you explain that in business, we should focus in giving instead of getting. Can you explain why? – Sure. And that is a question a lot of people ask. And it's an excellent question. My co-author, John David Mann and I really wanted to come at this topic a little bit from a different angle. And what we would call counter-intuitive. And so when we say focus on giving, we're certainly not talking, we're not in any way saying that receiving isn't important. Receiving's very important. Remember there are five laws: the first law is the law of value but the fifth law is the law of receptivity, which is all about receiving. And so some people think well, are you and John David Mann saying that it's all about giving and not receiving? No! That's not what it's about at all. It's about both. But the focus needs to be on giving value to others. When we say giving, in the business context, we're talking about constantly providing value to others. In business, people are going to do business with you because they feel they are receiving value from the exchange. In other words, they're exchanging their money for a desired value. Now in order for people to do business with you, they've got to know that you really are focused on serving them. You're not focused on the money, you're focused on providing value to them. Now here's the wonderful thing. Money is simply an echo of value. In other words, the value comes first. Now you focus on giving value, then the money you receive is a very natural and very direct result of the value you've given. – The money is the consequence of the value you give to people? – Yes! – So I have a question, how to give more values in the same time than other? How to choose your value? – Sure, because let's say you sell a certain product or service. Now this product or service has a value to it, obviously people might be interested in it. But many other people also sell the same product or service, so the value is sort of equal. So how do you position yourself and your product to be that one that other people want to choose. Well, the answer is that you become that extra value. You become that value by the way you do business. For example, John and I talk about there are five, what we call, elements of value, which basically, five ways of communicating the value you provide. One is excellence, one is consistency, another is attention, another is empathy, and another is appreciation. – What do you mean with attention? – Well attention would be, “Are you really listening to that other person? Are you paying attention to those little details? Are you making sure that you're doing everything correctly as it needs to be? When this person provides you with a question, are you really listening for the question in order to understand as opposed to listening just to speak? So it's really focusing your attention on that other person. – Okay so it's five points to have in memory when you sell. – Well it's a matter of communicating one or all of them, one or more of those. In other words, excellence, there's nothing like excellence. When doing something very competently, doing something very well. But excellence by itself isn't enough because most of your competitors are excellent at what they do as well. There's consistency. Doing it time after time after time in the same way. It's funny, we live in a very inconsistent world, where people are what we call hot and cold. Sometimes someone that we go into a store and you get great service. And other times it's very lousy service. Sometimes they're very friendly, sometimes they seem horrid. But don't you enjoy going to a place or shopping at a place, or buying from someone when it's the same type of excellence every time. Now that doesn't mean people don't make mistakes. But by and large the consistency is there. So when you combine excellence and consistency, you're providing wonderful value. Then we talk about attention. Again. Attention to detail. Attention to what this person really is asking. Sometimes what they ask and what they really want to know are a little bit different because they don't necessarily understand everything they need to know to ask the right questions, so we've got to sort of understand from their point of view. This is where empathy comes in. You know, empathy is when you can identify often vicariously with this other person's thoughts or feelings and it's understanding they may be uncomfortable with a certain aspect, or they may have a certain need. How do you communicate this empathy. And then appreciation. Hey, our customers want to be appreciated. They want to know that they matter. So sending a hand written thank you note, or making that phone call, or doing that little extra step we can do to show them that they matter. All of those things go a long way in communicating your value. – So you have to add values to people? – I think so. And it depends. It really depends what it is that you're selling, first of all. Let's say for example that you're an accountant, a book-keeper or an accountant, and you're doing that person's taxes. Well, let's say you charge them 1,000 euros to do their taxes, but you save them \$5,000 in taxes. You've given them great value right there. Let's say when they come into your office they're greeted very nicely, and made to feel right at home, let's say that when you talk to them they sense you're empathetic too their needs and you're paying attention what they're looking to… – Okay, I understand. Yes, thank you very much. What are the laws of success according to you? – Sure well law number one which we sort of went through is the law of value, and that says you're true worth is determined by how much more you give in value than you take in payment, but what that means…It sounds a little bit as though you're not making a profit, you give more in value than what you take in payment but we know that's not so. Let's go back to that accountant. Remember he charged 1,000 euros but he provided well over \$5,000 in value, and so, you feel great about it as the customer, but he also made a very healthy profit. And so, when an exchange like that is made, both parties, both people come away much better off after the transaction than they were before the transaction. That's the law of value right there. That both parties come away better off than before. Now law number two is the law of compensation. And this says you're income is determined by how many people you serve and how well you serve them. So for law number one, that says to give more in value than you take in payment, law number two tells us that the more people whose lives we add that kind of exceptional value to, the more money with which we'll be rewarded. So you're accountant who gave you great value, and made a very healthy profit from doing so, he also needs to have a lot more clients if he's going to make a lot more income. Does that make sense? – Yes. – Okay, law number three is the law of influence. And the law of influence says you're influence is determined by how abundantly you place other peoples' interests first. Now this doesn't mean, when we say place other peoples' interests first, we don't mean in a way that it harms you at all, it means you're simply always focused on how you can provide value to others. And this is before you ever do business with them. This could be the first time you meet them and have a conversation with them. How do you provide value to them? Well, by making them feel good about themselves, by talking less and focusing more on asking about themselves and what they do. Maybe by asking them how you can know if someone they're talking to would be a good connection for them, or a good referral for them. And so there's lots of ways we can do this. Now as we continue to always look at ways we can put peoples' interests first, what we're doing is what we call planting seeds of good will to good people. You know people feel good about it. The main aspect of this law is that all things being equal, people will do business with and refer business to, those people they know, like and trust. And perhaps the fastest, the most powerful, the most effective way of having people feel that way about you is to actually care about them! Genuinely place their interests first. – What's the first thing you have to do, according to you, to be successful? – Well I think you have to first have a desire for something in particular. If you've ever read the book “Think and Grow Rich” by Napoleon Hill, which is…Yes, it is fantastic, it's a classic and it's something I recommend to everyone especially young entrepreneurs, it's the first book someone should read I think who really wants to be successful. And if you remember he shared 13 very important principles, and the first one was desire. It was having what he called definitiveness of purpose, or desire. And when you have that desire, everything you do is around that focus. So that's very important. Now once you have that desire, I think it's important to, and we were talking about this earlier, seek out the correct system that's going to help you get to where you want to go. Find out what other people who are where you want to be, find out how they did it. Read their books or go to their seminars or learn or however. Find a local mentor and learn from that person. And I think another thing that's important is to take action. – Yeah, I think so! – Yeah, because you can have great ideas and great thoughts and great intention, but unless you put action into the mix nothing's going to happen. We like to say that knowledge without action is the same as not having any knowledge. And then I think it's important to be persistent. Because if you're an entrepreneur, if you're looking to expand yourself, if you're looking to get to that next level of success, you're going to have setbacks. You're going to have people saying no. And isn't it interesting how the word no is pretty much the same in every language. And it feels the same way. – It's to be sure that everyone will understand. – And we have to understand that no is part of the process. A great friend of mine, a couple named Andrea Fenton and Richard Waltz they wrote a wonderful little book called “Go for No” Their website is G-O-F-O-R-N-O.com. And, it's a little book and it talks about how yes is the destination, but no is how you get there. – It's the way. – Yes, and they talk about how to embrace those nos. It's very important. I wish I'd had that book when I was first starting out because it's so valuable. It's a whole different way of looking at the word no. And so instead of becoming discouraged by them you become empowered by them. And then I think we have to have belief in what we're doing. If we really believe that what we're doing is the right thing and it's adding value to the world and value to ourselves, we're going to feel good about it and we're going to be able to stay with what we're doing until we reach that desire or that goal. – Do you have some advice for people who lack of self confidence how to improve self confidence? – Well I think there are various ways. One way is to simply get very proficient, get very good at what you're doing. Get excellent at what you're doing. It's putting in practice. It's taking the time to work on it, work on your skills. Confidence comes from practice. When we practice we get more confidence in ourselves. Another thing is to read positive books. Again, you know read books like “Think and Grow Rich”, read books like “As a Man Thinketh” by James Allen, written back in 1915, which talks about how your thoughts and your mind, really you have control over it, in order to really cause yourself to feel better about yourself. Books like “The Magic of Thinking Big” by Dr. David Schwartz. These are all books that can help you improve your confidence because they show you why you should believe in yourself. Here's another thing. Get around people who are going to encourage you. – Yes, it's a way I tried and it worked for me. – Right and you know what's interesting David is these people who will encourage you, that doesn't mean they're going to just say “Oh yes, that's great” no matter what you're doing. These people will also hold you accountable when you're not doing what you need to be doing. But you know they care. And you know that they are rooting for you. They want the best for you. And when you get around a group of people like this, what Napoleon Hill calls “The Mastermind” and so forth, you get a whole group of people where you can all accomplish more because of the encouragement and the help you're all voluntarily giving one another. – So in your life, what's the best choice you did at the beginning of your success, just before your success. – I would say I became coachable. And what I mean is when I was younger and even into my early maybe mid-20s, I wasn't coachable. I didn't allow myself to learn from others. I thought I had to do it myself, I thought I had to know the thing. And eventually I started to realize that not only do I not have to do it all by myself, I'm not smart enough to do it all by myself. I needed to reach out to where there was help and where there was information I could learn from. – Yes. About your expertise. I have two questions. What are the keys to sell, and according to you, what's the first book of you we have to read to start in developing the ability to sell. Two questions, and if you have your book to show it's perfect. – I think the key in terms of selling is understanding that while there are many aspects of selling that are very important, for you to obviously have a great product or service that you believe in, to have great product knowledge, those are important, but those aren't going to be the difference makers. You've got to figure that everybody has that. Most people who sell something believe in what they're selling, and there are a lot of good products out there. And as far as product knowledge goes, most people have pretty good product knowledge. So those are important but you need those just to participate. I think we also need to have selling skills. And the reason is is because selling is a profession. So we need to seek out the great sales teachers such as Brian Tracy, such as the late Zig Zigler and many others who do a wonderful job teaching selling skills. But I think the major area of importance, the most important thing of all when it comes to being a great sales person is to know that when it comes right down to it, it's never about you, and it's never even about your product or service. It's about the other person. It's about your prospect or your client and how they are going to benefit from your product or service. A friend of mine, Adam Grant, wrote a great book that recently came out, it became a best-seller right away, it's called “Give and Take” and in this book he cited a study of Australian financial advisers. Stock brokers. And what they were studying was, what was the main cause of these stock brokers, these financial advisers, being so financially successful. They were the top sales people in their companies, throughout the country. And they look at things such as financial expertise, which was very important, the ability to work hard, again very important. But those were not the determining factors. Many others had those same things going for them. The biggest differentiator was that the most successful financial advisers put the interest of their clients before themselves and before their companies. They were laser focused on providing value to their clients. And when we can remember in sales, David, that the client is the issue, the client is key, everything else is going to come together. Again, we need to have a great product, we need to believe in it, we need to have great product knowledge and we need to have good selling skills. But the big thing is focusing on the client. Now when you say which of my books to start with? I would start first with “The Go Giver” and then maybe “Go Givers Sell More” which is the next one, and then I would say…And I believe both of them have been translated into French, I know “The Go Giver” has, I think “Go Givers Sell More” has been as well. And then another book called “Endless Referrals” and I don't know if that is translated into the French language, I'm not sure. But I know “The Go Giver” and I'm pretty sure “Go Givers Sell More” are, so those would probably be good ones to start with. – Do you believe that some people who have skills how to sell, who have good product, may be speakers or consultants, but in themselves, there are beliefs that stop their ability to attract money. Do you believe of that? – I think a lot of people have what we would call an unhealthy relationship with money. And it's usually very unconscious. It's sub-conscious, it's below the level of…Because if you ask them, they'd say, “Oh no no, I'll receive a lot of money.” In the law of receptivity, in “The Go Giver” we talk about this because late in the story, Pindar, the main mentor, asks Joe, his protege, to breathe out, and to hold that breath without breathing in. Well, Joe can't do it, because he can't just breathe out. You've also got to breathe in. We breathe out, we breathe in. Well breathing out is like giving, breathing in is like receiving. They're not opposite, they're simply two sides of the very same coin. It's not a matter of give or receive, it's give and receive. And as long as you focus on giving value to others, okay, you're going to receive. Especially the more free market based economy it is. The more you give value to others, people are going to want to do business with you. And so the more value you give to others, the more you're going to receive. What happens though is if we don't have a good relationship with money, we won't allow ourselves to receive. But it's not as though consciously we'll say “Oh no, I'm giving away the money, I'm not going to accept the money.” But unconsciously, we'll do things to sabotage ourselves, and make it so it doesn't happen. So we talk about in the book, in that chapter on receptivity, how important it is to understand that receiving is a very good thing, so long as you provided value. Because when you give and receive and give and receive and give and receive, you're cultivating the natural flow of life. – Okay, I think, that's a very good answer. So to have more information we can go inside the book. Do you have a message for youths to be happy and to be successful in life but successful in all your domains? – Well I think the first thing is to focus on gratitude. Focus on appreciating everything you have. You know in this world we now have so much, you know, in the developed countries. We have so much that we take for granted. Just first of all to totally be grateful for being able to have eyes that see and ears that hear and a mouth that can speak and hands and feet and legs and being able to walk. I mean that's something to live in joy about and have gratitude about. Having a cup of coffee, and to think about everything that went into this cup of coffee, about the ships that had to be built, to get the coffee that had to be grown and planted and cultivated and harvested and then placed on the ship to be brought over. And then it had to be blended and had to be shipped to the different stores and there had to be cups to…You know what I'm saying? There's so much that goes into one cup of coffee, or the fact that we can speak to each other, new friends speaking from France to the United States and be able to just carry on a conversation. To have just so many things when we can first focus on gratitude for what we have, we're then in a position to be able to have a lot more. Because when we have gratitude, we put ourselves in that position, we're close to that energy source if you will. That cosmic force, whether you call that force God or energy or the universe, that allows us to tap into those good feelings and to be able to accomplish much more. So the first step is gratitude. The second step is as a youngster, finding a cause. Something you just…It's that desire we were talking about. And that doesn't mean you have to know when you're a kid what you're going to do for a living when you grow up, for a job. No, it just means you start to look for those things that you're passionate about, that you really enjoy doing. And give yourself to that. Focus on providing value to the world. Again when we can take our focus off ourselves and focus on being of value in life to others, to…Wow. Great things happen. And we live a life that's happy, that's successful, that's usually financially successful as well and we have a lot of fun doing it. – Do you have a ritual, exercise every day, a daily exercise to develop gratitude in life? – Well, every day when I awake I say a prayer of gratitude, okay? I also have right on my computer, I have “gratitude”. “Desire, unwavering faith and gratitude” so I see this all the time. And when there's something I want to remember, I put it right on my computer, or I carry it with me, or I do make a practice of it every day if there's something I need to focus on. So sure, it's great to give ourselves reminders so that we're always looking at…I've got notes all over my computer, all over my office so I see it all the time wherever I go. I want to be constantly reminded of those things, until it gets into my head and into my heart. – Okay so you use your environment to remember you to have gratitude? – Very much so. Very much. – Okay, thank you very much for all your answers. I maybe I let you give a last message, how the people can follow you, how people can discover what you do in plus that the book. – They can visit my website, which is www.burg and that's spelled B-U-R-G.com and from there they can pretty much see everything. They can go to my website, they can sign up for our influence and success insights, they can connect with me on social media, and we welcome people to come along to the site and look around and have fun. – Okay, thank you very much. – My pleasure David. Thank you. Merci. ♪ [music] ♪
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