Posted On: 2007-01-03
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You've tuned in to another installment of the Duct Tape Marketing Podcast. Always chock full of simple, effective and affordable small business marketing tips, tactics, and strategies. And now here's your host, America's most practical small business marketing expert, John Jantsch.
Hello, welcome to another edition of the Duct Tape Marketing Podcast. This is your host, John Jantsch, and my guest today is Keith Ferrazzi, the founder and CEO of Ferrazzi Green Light, and author of the very popular "Never Eat Alone," and other secrets to success, one relationship at a time. So welcome Keith!
Thanks a lot for having me today.
Thanks for joining me. Let's get in, I want to talk about a few of the things in your books and hopefully you can give the listeners some tips of what you've learned even since the book's come out, probably
Which is, frankly, a lot. One of those things when you write a book and when you finish writing it, you say to yourself, gosh I think I'd have written a different book if I had know what I know now.
Yeah. Well, that's book two, right?
Well actually it is, actually.
So, a lot of people look at networking, and I guess that some of what you cover, as kind of hunting, and obviously you really go into relationship building, so talk a little bit about that.
You know, actually, I try to stay away from the word networking, to be honest.
Yeah, I knew that.
And the reason is I think it has a lot of negative connotations to it for a lot of people. And some of those connotations really do boil down to exactly what we were talking about earlier. What are the mindsets to which you address relationships with other people? You know, there's a whole chapter in the book called the networking jerk, and we're talking about the mindsets that are wrong. People who are those kind of smarmy, smoozy kind of folks that you meet at cocktails parties, and in the process of you know, about a ten-minute conversation they've been eye darting all over the room, not really focusing on you, probably their handout, passing out you know a huge number of business cards in the process of the conversation. That's certainly not what we're talking about. What we're talking about is the development of real relationships. The recognition, that business relationships are ultimately deep, intimate, and personal real relationships. In all of my businesses I've ever been in, I really believed that the most loyal, long-term customers that I've had have been friends. And how do you, and by the way, not only is that business success, but it's a heck of a lot more joy when I'm doing business with people I really, you know, enjoy working with and have some real relationships with. So then the question is, how do you build those deep, real relationships in a business environment? And the words, there's really two words that pop up. One is intimacy, and the other is generosity. Recognizing that you've got to build real intimate relationships. And ultimately the pinnacle of intimacy is your willingness to let your guard down and be real with somebody. I guarantee you, your best customers, the people you know well, the people you're going out to dinners with, the people who look forward to you calling on them, these individuals you probably know if they're going through a divorce. You probably know if their boss has been breathing down their neck left and right and they're not really satisfied in their jobs. It's that kind of vulnerability that we...