Endless Referrals, Third Edition

A good benefit statement often begins with something like, “I show people how to…” or “I help people to.…” It’s generally not a good idea to begin sentences with the word “I,” but in this case we almost have to. If you come up with another beginning that works as well for you, by all means, use it.

Always give more in use value than what you take in cash value. You cannot give a person more in cash value than you take from them, but you can give them more in use value than the cash value of the thing you take from them.

Systems permit ordinary people to achieve extraordinary results, predictably.

In sales, the person who asks the questions controls the conversation.

After the introduction, invest 99.9 percent of the conversation asking the other person questions about himself and his business. Do not talk about yourself and your business.

A feature is what something is, whereas a benefit is what something does. A feature is a thing; a benefit is the solution to a problem or the fulfillment of a desire.

Then ask what he does for a living. He’ll tell you and ask you the same question. You tell him briefly, but go right back to showing interest in his business.

If you are networking correctly, the other person will never notice you are networking.

All things being equal, people will do business with, and refer business to, those people they know, like, and trust.