As a small business owner, I’m always searching for ways to build my list of referrals. Two previous books I’ve reviewed (Brag! and Networking Magic) also described strategies for building referrals, but this book is my new favorite.

Endless Referrals picks up where Networking Magic leaves off – what to do after your initial conversation. It’s based around the core belief: All things being equal, people will do business with, and refer business to, those people they know, like, and trust. You must first get to know people, then to like you, then to trust your advice. Of course, you must also have a product or service that is high-quality (if you don’t, improve your issues internally before trying to attract referrals).

The author (Bob Burg) starts by listing 7 steps that will ensure your success at business functions. These steps are similar to Networking Magic’s – ask questions, listen, and be of use.

1. Adjust your attitude. Realize that the purpose of attending this function is to work and build your network.
2. Work the crowd. Be pleasant and approachable.
3. Introduce yourself to someone new. If possible, have that person be a Center of Influence.
4. After the introduction, invest 99.9 percent of the conversation in asking that person questions about herself and her business. Do not talk about yourself and your business.
5. Ask for your networking prospect’s business card.
6. Later on, pop back by and call that person by name.
7. Introduce people you have met to others and help them find ways to benefit one another.

I will almost always follow up with the conversation with an email, mentioning what we talked about, and then asking them if they would be interested in my services. Endless Referrals’ strategy is different. Don’t ask them if they want anything that you’re selling (since you met in a business setting, it’s assumed that you are selling something). Instead, stay in touch with your prospects, and make it your “job” to be of service to your prospects – finding them leads (you asked when you first met them, what is an ideal lead for you). This is the law of “Successful Giving and Successful Receiving”.

The author suggests using hand-written note cards instead of email (with your photo on the card). Handwritten notes will be opened, and your photo will subliminally act as a reminder of who you are (not everyone can remember what people look like, but seeing the same face makes you seem more familiar, and therefore trustworthy).

There are chapters devoted to cold-calling (how to get past the gate keeper), using the Internet, positioning yourself as an expert, cross-promotions, and more.