In this episode of Outbound, host Joseph Lewin interviews Bob Burg, author of The Go-Giver and keynote speaker, about his approach to building relationships and providing value to ideal customers through a giving mindset.

Main discussion points:

- The importance of focusing on serving others and discovering their needs in order to build trust and likability (00:01:07)

- How constantly providing value to others is the most financially profitable way to conduct business (00:01:29)

- An example of Bob asking thoughtful questions to uncover a prospect's needs even when they initially said they weren't interested (00:06:03)

- The importance of uncovering problems prospects may not even realize they have in order to provide solutions (00:11:45)

- Practical ways to add value such as making connections, providing advice and resources, and listening (00:13:24)

- Why sales conversations are more effective than "pitching" (00:14:57)

- How to transition from providing free value to paid consulting (00:17:58)

Guest Bio:

Bob Burg is a sought-after speaker and author on the topics of sales, relationship building, and influence. He is the co-author of The Go-Giver, a bestselling book on business success.

Bob is excited to be hosting an upcoming live event called SalesWise Live 2024 with fellow author Jeff West and marketing strategist Kim Angeli.

Key Quotes:

"When you can move your focus off yourself and place it on helping that other person solve or overcome their problems and challenges, you can make it not about you, but about moving them closer to happiness." (00:02:15)

"Value is always in the eyes of the beholder. It's not what we believe is of value to them or what we think they should think is of value to them. It's what they believe is." (00:14:10)