How Does Focusing on Them Help You?
Published July 24th, 2010 by Bob BurgRecently, on the Facebook Go-Givers Sell More “Like” page, I posted the following paraphrase from the book:
Perhaps the greatest secret of ultra-successful selling is understanding: “It’s not about you — it’s about them.”
One of the reader responses was from Michael Fisher, who wrote:
You got that right.
I learned this a long time ago from an incredibly successful salesman in Manhattan. I used to watch him walk the halls of all these companies and stop people and ask them “How’s your wife Karen doing? Did she enjoy her trip back home?”
It was incredible – not only for the number of people he knew, but also the details he knew about them – and asked about them. They loved him because he showed a sincere interest in them.
He also happened to make a bunch of money in the process. We went into these companies competing against some of the largest companies in our industry and he won the contract in a huge majority of the cases. If only we could bottle that… Wait, you just did – Thank you Bob Burg and John David Mann!”
I love what Michael wrote. And, the thing is, this is not rare. These stories abound. Please keep in mind that the key regarding the mega-success of the salesman Michael referred to was his sincerity. He wasn’t trying to manipulate these people; he truly cared about them … and they knew it!
As Sam told Joe in the first book, “All things being equal, people will do business with and refer business to those people they know, like and trust.” And there’s no better, quicker or more effective way to elicit those feelings toward you in others than by genuinely focusing on them.
Thank you, Michael, for sharing that terrific example.
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Catherine Ford on July 24, 2010
I haven’t read the book…yet (it’s on my list!), but this sounds a lot about another concept I’m studying called Servant Leadership by Robert K. Greenleaf (http://www.greenleaf.org/). In this concept of leadership, the leader figures out what he or she can do to help others achieve the common goal, rather than trying to figure out what others can do to help the leader achieve his or her goals.
The Go-Giver is definitely a book I will be reading in the coming weeks. Thanks for this insight!
Joe High on July 24, 2010
You know, once you understand this principle, it’s also fun. I enjoy this. Taking the focus of yourself takes alot of pressure off and yes, everyone seems to notice. It’s as if the world returns those goodnesses back to you. It’s funny how many people comment on how many people I know, but I have to tell you I flat out enjoy the whole process. BTW, guys, thanks for this book.
Bob Burg on July 25, 2010
Thank you, Joe. I agree with everything you said, absolutely 100 percent!!
AirHammer on July 25, 2010
Hey Bob, first time on your blog and enjoyed the post very much.
Justin Brooke told me about your book, great work!
AirHammer
Bob Burg on July 25, 2010
Hi Catherine, sorry about that; didn’t see your comment until just now. Yes, very familiar with Robert Greenleaf and his organization. Truly exceptional.
Bob Burg on July 25, 2010
Hi Air, thank you for your kind words. I appreciate Justin recommending John’s and my book. Much appreciated!
John on July 26, 2010
There is a concept in Catholic theology called the fundamental option which, in essence says don’t keep score. It will take care of itself.
One of the advantages of getting older is seeing how everything keeps getting more clear.
Bob Burg on July 26, 2010
Hi John, yes, that is such a terrific concept. And, I agree about the advantage of getting older.
Sonia Wilson on July 27, 2010
To sincerely care about people and show it in your interaction with them, is such an easy, fun and rewarding way to live. On a flight from NY to LA a few years ago my daughter said “Mom I don’t see how you can talk to a complete stranger for 5 hours asking him personal questions!” LOL