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Bob Burg on Go Givers Sell More Part 3

go_givers_sell_moreWe wrapped up our conversation with Bob Burg on The Bigg Success Show today. Bob is the co-author of the fantastic new book, Go Givers Sell More. We concluded our discussion last time with Bob (see Part 2) explaining that the Go-Giver approach was great for both the short- and long-term. We’ll pick up the conversation where we left off …

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georgeBob, you really helped clarify something in my mind with that answer about the short- and long-term. So being a Go-Giver doesn’t mean being any less assertive; it just means being assertive in a different way?

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bob burgBeing a Go-Giver should never be confused with being a martyr or a doormat. It doesn’t mean you’re giving away your stuff for free. There’s a time and place for that of course but it’s to establish value or charity. As you know the first law is to provide more in value than you take in payment. I’m always cautious to make sure people understand that being a Go-Giver doesn’t mean you sacrifice your own needs.

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marylynnThere’s the Law of Receptivity.

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bob burgIt’s important to be able to receive. When someone says, “I’m a Go-Giver in four of the five laws. I just don’t make any money.” Well, they’re really not a Go-Giver. They may be a giver. But they’re not serving others by not making money because the fact is that you make money in direct proportion to how many people you serve and how much value you add to them.

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marylynnThere’s a term you use often in your new book. What’s a MacGuffin?

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bob burgA MacGuffin – great question. Believe it or not, a MacGuffin is not a breakfast food!

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georgeMary-Lynn ordered an Egg MacGuffin this morning!

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marylynnWell, I was hungry!

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bob burgA MacGuffin is actually a movie term. It was so dubbed the late British film director, Alfred Hitchcock. A MacGuffin can be defined as the object around which the whole story focuses. For example, in the classic The Wizard of Oz, the MacGuffin was Dorothy’s quest to get back to Kansas. In the movie Rocky, the MacGuffin was the fifteen-round heavyweight championship fight with Apollo Creed. In the movie Titanic, the MacGuffin was a really bigg boat. But the funny thing is that when you get to the end of the story, you realize that thing the story’s about isn’t really what the story was about. In The Wizard of Oz, Dorothy always had the power to get home; the story was really about four friends who came to realize that what they most desired and thought they lacked, they actually had. They just had to step into it and embrace it. In Rocky, the MacGuffin was the championship fight but really the story was about an internal struggle – a guy who at first thought he was a loser who turned to really have a lot of value to offer the world and those people he loved and who loved him.

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marylynnYo, Adrian! Sorry, just had to throw that in.

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bob burgIn Titanic, the MacGuffin was the unsinkable ship that sank but that wasn’t the story. The story was about two kids on opposite ends of the socio-economic spectrum and how it would work out for them. Not real well, by the way, for Jack. Your product is your MacGuffin. If you sell insurance, that’s just your MacGuffin. What you really sell is security and peace of mind. If you’re in real estate, the houses are just your MacGuffins. What you’re really selling are future memories. So the product isn’t what the sale is about. What it’s about is what’s going to result in a happy ending for the customer.

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Thanks Bob for sharing your time and wisdom with us!

Don’t miss out on your opportunity to learn more from Bob. Go get Go-Givers Sell More!

 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00561-030810.mp3

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