CHAPTER 2Common Language and Direct Value Statements

Throughout this book, we use some terms that are important for you to understand, and so, we are taking a few pages to define each. In a book like this, authors and readers should be on the same page, and we believe that a shared understanding of the specific terminology is a critical part of that agreement.

Connector: The source of a referral. This person provides you with the name and, ideally, an introduction to a potential source of business. For example, if you are selling website development services and a satisfied client refers you to his uncle’s construction company, the satisfied client is your connector.

Referral: The person to whom the connector introduces you. This is the person ...

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