I am excited to tell you about my new book, co-authored with Dr. Oudi Abouchacra, called “Work Your Network with the 4Cs.” Our goal with this book is to empower businesspeople, BNI® members, and other professionals with the fundamentals to create a powerful personal network.
In the book, we refer to our four key fundamentals as The 4Cs. They are:
Credibility – trust or trustworthiness
Competence – knowledge and skill
Clarity – understandable communication
Connectivity – quantity and quality of connections
Consciously or subconsciously, we all assess the people we interact with in terms of their credibility, competence, clarity, and connectivity. And they, too, are evaluating us with respect to the 4Cs. In future blogs and podcasts, I’ll dive into the details for each of these four, exploring how they apply to the business world, and how you can build a greater network and work that network effectively.
Business from Networking and Referrals
For anyone who has been in business, even for a limited time, you recognize that a percentage, and it’s often a large percentage, of business referrals that you receive comes from your professional network. In fact, for small business owners, regardless of the industry or sector, networking referrals are typically a very significant proportion of their business.
A few years ago, we did an online BNI survey, open to the public, that had almost 4000 participants worldwide. We found that 73% of businesses reported getting most of their business from networking and referrals. That is a compelling statistic!
The other ways they got business were advertising – about 12%; P.R. was less than 5%; cold calling was less than 10%. And 73% was from networking and referrals!
The irony in that statistic is that more than 87% of the people in the same survey said they had never taken a college course that covered networking or word-of-mouth marketing. Forget about an actual class on networking; we’re talking about a course that just even discussed the topic of networking. It’s ironic that most people get their business from networking, and most people have never been taught how to network.
This is disturbing on many levels. Business students are almost completely unaware of how crucial networking will be to their future success. Business professionals are not investing in a source of income – networking and referrals – that is potentially responsible for nearly three-quarters of their livelihood. Additionally, they are not investing the necessary time in growing their network.
Many businesses are leaving opportunities on the table and those opportunities could be the ticket to taking their business to the next level. Dr. Oudi and I want this book to do what colleges and universities have failed at doing.
The 4Cs are designed to help you gain more referrals with every handshake and with everyone you meet. Each of our Cs – Competence, Credibility, Clarity, and Connectivity, has the potential to affect the referral quality, quantity, significance, and consistency within your personal network.
Right now, the Kindle version of “Work Your Network with the 4Cs” is on sale for only 99¢ USD. You can download your digital copy at amazon.com (you don’t need a Kindle device; you can get the free Kindle app).
This offer is at amazon.com only and may not be available in all areas.
This special offer ends on Sunday, August 21st, 2022, at 3:00 am EDT USA.