Go-Givers Sell More by Bob Burg & John David Mann
With their national bestseller The Go-Giver, Bob Burg and John David Mann took the business world by storm, showing that giving is the most fulfilling and effective path to success. That simple, profound story has inspired hundreds of thousands of readers around the world-but some have wondered how its lessons stand up to the tough challenges of everyday real-world business. Now Burg and Mann answer that question in Go-Givers Sell More, a practical guide that makes giving the cornerstone of a powerful and effective approach to selling.
Most of us think of sales as convincing potential customers to do something they don’t really want to. This mentality sets up an adversarial relationship and makes the sales process much harder than it should be. As Burg and Mann demonstrate, it’s far more productive (and satisfying) when salespeople think like Go-Givers. Cultivate a trusting relationship and focus exclusively on creating value for the other person, say the authors, and great results will follow automatically.
Drawing on a wide range of examples of real-life salespeople who have prospered by giving more, Burg and Mann offer tips and strategies that anyone in sales can start applying right away. The book tells a parable of a man named Joe who, struggling to make his quarterly sales target, meets a mentor named Pindar to help him. Pindar then teaches Joe the “Five Laws of Stratospheric Success” by having Joe meet various people who have already mastered the five laws.
The book is a short read, but it contains a powerful message. One that aligns with Ralph Waldo Emerson’s Law of Compensation: you will always be compensated for your contributions, one way or another. Therefore, it’s better to focus on giving more if you wish to receive more. That’s the secret of the book in a nutshell. It’s expanded into five laws, which the author recommends you try, instead of just thinking about them. That way, you can determine for yourself whether these laws work or not. They are the Five Laws of Stratospheric Success:
1. The Law of Value — Your true worth is determined by how much more you give in value than you take in payment.
2. The Law of Compensation — Your income is determined by how many people you serve and how well you serve them.
3. The Law of Influence — Your influence is determined by how abundantly you place other people’s interests first.
4. The Law of Authenticity — The most valuable gift you have to offer is yourself.
5. The Law of Receptivity — The key to effective giving is to stay open to receiving.
In summary, the five principles explored in this book govern success in sales; they also govern successful friendships and partnerships, marriages and families, and organizations large and small. This is because the laws that govern good salesmanship are the laws that govern good relationships. Selling is not at its core a business transaction; it is first and foremost the forging of a human connection.