Networking Book Review

If you are a real estate professional, you spend a good part of every day trying to build your network of business associates and potential referrals.  That's even one of the many reasons for being on Active Rain!  Many real estate professionals depend on word-of-mouth referrals for business.  Lately I've been trying to learn more about networking and how to use it to build my home staging business, Solstice Staging. 

I recently read Truth or Delusion? Busting Networking's Biggest Myths by Ivan Misner, Ph.D., Mike Macedonio, and Mike Garrison.  I had the opportunity to see Mr. Macedonio speak about the book today, and wanted to share some of the highlights of the book. 

The book poses 49 opinions about networking, and asks if each of these opinions is a "truth" or a "delusion."  After answering the question, the authors explain the theories behind the answers, and why many of the commonly-held perceptions about networking are wrong. 

For instance, one of the most surprising "delusions" for me was the thought that "Your best source of referrals is your customers."  Although clients can be good sources of referrals, the authors posit that your best sources in the long run will be the people you refer business to. It's the ol' you-scratch-my-back-I'll-scratch-yours.  By cultivating steady referral sources, you're planting seeds for future business. 

One opinion that I was glad to see labeled as a "delusion" was the idea that "If you provide good customer service, people will refer business to you."  Too often we are confronted with disgruntled service workers and people who act as if it is a favor that they choose to allow you to be their client.  Rather than having a sense of entitlement to business and referrals, Dr. Misner et al. recognize that good customer service should be a standard and is expected of all business people.  If you want to gain referrals, you have to earn them by going the extra mile for your clients.

While this book definitely gave me a lot to think about, I would like to see some meat added to its bones.  For instance, if customers are not your best source for referrals, how can you capitalize on the goodwill you've generated by doing a fantastic job for them? One thought I had, for instance, was to have them give you written testimonials for use in your marketing material while the work you've performed is still fresh in their mind.  However, it seemed as if the authors' primary intent was to set the public's mind straight about the uses of networking - giving advice on how to improve one's networking skills was a secondary goal.

So here's a quiz: are the following statements truths or delusions about networking?

• The number-one trait of master networkers is that they give referrals to others
  
• If you join groups and organizations and become active by volunteering, taking on responsibilities, and working side-by-side with other people on a common goal, they will get to know you and refer business to you
• The best way to follow up with someone you've just met is with a handwritten note
• People who like, care, and respect you will refer business to you

To get the answers, you'll have to read the book - I don't want to spoil all the fun!  I do recommend this book to new networkers or people who may not be seeing the results they'd like to see from their networking.  If you're a networking pro, you probably know intuitively most of the ideas discussed in the book.  Even so, it might serve as a good refresher!