In this episode, Billy sits down with Bob Burg, author of a wealth of successful books on sales, marketing, and influence. Of his books, he calls one the cornerstone of his life’s work: Adversaries into Allies: Master the Art of Ultimate Influence.

They explore the themes he outlined in this insightful book, in addition to Bob’s primary framework: the Five Principles of Influence. If you’ve ever wanted to have more influence without resorting to manipulation, this conversation will guide you in the right direction.  

Bob Burg shares how a subtle shift in focus is not only a more uplifting and fulfilling way of conducting business but the most financially profitable way, as well. For 30 years, he’s helped companies, sales leaders, and their teams communicate their value more effectively, sell at higher prices with less resistance, and grow their businesses based on Endless Referrals.

Bob has regularly addressed audiences ranging in size from 50 to 16,000 — sharing the platform with notables including today’s top thought leaders, broadcast personalities, Olympic athletes, and political leaders, including a former United States President.

Although he was best known for his book Endless Referrals for years, it’s his business parable, The Go-Giver (coauthored with John David Mann), that’s captured the imagination of his readers.

The Go-Giver, a Wall Street Journal and BusinessWeek Bestseller, makes up over a million of Bob’s 2 million total book sales. Since its release, it has consistently stayed in the Top 25 on Porchlight’s (formerly 800-CEO-READ) Business Book Bestsellers List. The book has been translated into 30 languages. It was rated #10 on Inc. Magazine’s list of the Most Motivational Books Ever Written and HubSpot’s 20 Most Highly-Rated Sales Books of All Time.

Tune in to hear Billy talk with Bob, who’s been named one of the 30 Most Influential Leaders by The American Management Association, and named one of the Top 200 Most Influential Authors in the World by Richtopia.

What we discussed with Bob:

• [01:53] – About Bob’s dad Mike Burg
• [02:53] – What ultimate influence means to Bob
• [04:25] – Who is a genuine influencer
• [07:16] – The life lesson he learned from his cat, Liberty
• [10:40] – Basic principle of human nature
• [13:12] – How he developed his ideas and thoughts
• [17:43] – The relationship between self-control and character of a person
• [19:23] – What can we do to control our emotions?
• [23:30] – Why are clashes of beliefs so critical to an influencer?
• [26:25] – Setting the proper frame to get desired results

Valuable Insights by Bob:

• Influence is the ability to move a person to the desired action.
• Great influencers don’t try to push their ideas to others.
• Great influencers attract people.
• If we want people to take action to go towards the desired outcome, it has to align with what they want. Their values and their goals have to align.
• Only when you’re the boss of yourself, then you’re in the position to take a potentially negative situation and turn it into a win.
• Make sure that you’re the master of your emotions as opposed to your emotions being your master.

Notable Quotes:

[02:14] – “Tact is the language of strength.”

[05:15] – “People do things for their reasons, not our reasons.”

[15:54] – “By all means take your emotions along for the ride but make sure

you’re driving the car.”

[17:02] – “Self-control is the very essence of the character.”

More from Bob:

Bob Burg’s Books:

The Go-Giver Influencer

The Go-Giver

A Teacher’s Guide to The Go-Giver

The Go-Giver Leader

Adversaries into Allies

Go-Givers Sell More

Endless Referrals

The Success Formula

Bob’s Website: https://burg.com/

Connect with Bob on Social Media:

https://www.facebook.com/burgbob

https://twitter.com/bobburg

https://www.youtube.com/user/burgcommunications

https://www.linkedin.com/in/bobburg/

This is an encore episode and was originally published on August 12, 2021.

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