Others have their reasons for holding this book in such high regard. Here are three of mine. First, in collaboration with Michelle R. Donovan, Ivan Misner has devised a 52-week framework within which to launch and then develop a cohesive, comprehensive, and cost-effective (i.e. time-effective) construction program by which to build a network of mutually beneficial relationships. A primary strategic objective is assigned to each week and all are located within a logical sequence. For example, in Section One: Create Your Future,
Week1: Set Networking Goals
Week 2: Block Out Time to Network
Week 3: Profile Your Preferred Client
Week 4: Recruit Your Word-of-Mouth Marketing Team
Week 5: Give to Others First
Week 6: Create a Network Relationship Database
Week 7: Master the Top Ten Traits (See Pages 45-48)
Section Two: Expand the Network (Weeks 8-14)
Section Three: Go the Extra Mile (Weeks 15-20)
Section Four: Get Value for Your Time (Weeks 21-28)
Section Fuve: Control Your Communication (Weeks 29-33)
Section Six: Become the Expert (Weeks 34-41)
Section Seven: Capture Your Success Stories (Weeks 38-41)
Section Eight: Do What Others Don't (Weeks 42-52)
This program requires a substantial commitment of time and effort to achieve the specific goals (whatever they are) and, meanwhile, to establish a sound foundation of current (constantly updated) contact information and vigorous (constantly nourished) relationships. The framework is sound. It remains for each reader to provide the specifics within it.
I also admire how skillfully Misner integrates what are frequently separate and disconnected functions: customer relations and prospecting. True, salespersons for years have constructed and updated segmented databases and scheduled meetings with past and current as well as prospectuve clients. Computer software improves each year and online resoures create almost unlimited oppirtunities to obtain, evaluate, refine, and modify information. What Misner offers is a mindset that is relevant both customer relations and prospecting after certain modifications, of course. The core concepts are so simple and obvious it is almost ludicroius to list them...but I shall:
1. No one you already know is unimportant.
2. No one you meet by chance is unimportant.
3. At any one time, at least some of them need what you offer.
4. Find out what others need and do all you can to be helpful.
5. Learn what you need to know to become a referral source for others.
6. They know others who need what you offer.
7. Help them to understand what they need to know to become a referral source for you.
Misner offers an abundance information, insights, and suggestions that will help almost anyone to maximize the success of both customer relations and prospects and by "success" I mean strengthening the relationship with each.
Finally, I admire the direct and personal rapport that Misner immediately establishes and then sustains through the entire 52-chapter narrative. Each of those who read this book will feel that he wrote specifically for her or him. As readers flesh out the framework with various specifics (e.g. goals, tactics, contact information, appointment schedule, sales and marketing collateral), they will create a one-of-a-kind operations manual for netWORKing succecs, in collabortation with Misner and Donovan.