Busting Networking’s Biggest Myths (NAPSA)—Networking, the art of cultivating relationships in the business community, has drawn more attention and dialogue than perhaps any other crucial aspect of conducting business over the last 20 years, and yet is surprisingly not taught in colleges and univer- sities. Moreover, so much “advice” is batted about that it’s often difficult for the average small-business owner or sales professional to determine just how much of what’s been said about networkingis fact and how muchis myth. But there is good news for the utterly confused. A new book, “Truth or Delusion? Busting Net- IVAN MISNER, PHD. MIKE MACE ISON TRUTH DELUSION? BUSTING NETWORKING'S BIGGEST MYTHS working’s Biggest Myths” (Nelson Business) by authors Ivan Misner, Ph.D., Mike Macedonio and Mike Garrison, spells out the ground rules for effective networking once and for all. The authors examine Networking is not a get-rich- quick scheme; it’s about cultivat- ing relationships to help build when describing their referral your career or business. If you keep this in mind, you can network anywhere, anytime, on any as stone-cold truth or discard it as authors providereal-life examples 49 dictums commonly used by the average business professional marketing strategy, and for each one, the authorseither validate it occasion—even at a funeral! pure fallacy. from their clients’ and their own professional experiences, and give readers action steps they can follow to incorporate effective net- Some of the common ideas examined in the pages of “Truth or Delusion?” include: Networkingis a fad. (Delusion) e If you provide good customer service, people will care about you. (Delusion) You can network anywhere, anytime, on any occasion—even at a funeral. (Truth) e There is an unlimited amountof referrals. (Truth) To be good at networking, you have to be a real “people person.” (Delusion) When you give referrals to others, you can expect them to give referrals to you. (Delusion) Throughout the book, the working tactics into their own business strategies. The book draws from the knowledge and experience of three of the world’s foremost experts in the field of business referrals—Dr. Misner is the founder and chairman of BNI (Business Network International), the largest business-networking organization in the world, which generates millions of referrals a year resulting in billions of dollars’ worth of business for its members.
