CHAPTER 4Give-to-Get

Do not impose on others what you yourself do not desire.

—Confucius

Our research has shown that the best way to generate rivers of referrals is to use the Give-to-Get, or G2G, approach. It involves two simple tasks. First, you give something of value to the referral-giver before asking for anything in return. Second, you provide the referral-giver with emotional triggers so that he or she can easily contact you to provide specific, qualified referrals. It really is as simple as that.

Remember Sarah from Chapter 1? When Calvin asked her to identify the one thing a salesperson must know to find enough people to talk with, Sarah responded, “Here it is—the one thing. The secret is simply this: one must earn one’s referrals.” ...

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