Key Takeaways
1. Relationships, Not Marketing, Drive Business Growth
I realized that it was my relationships, not my marketing budget that was going to create my future.
Shift from promotion to connection. The core message is that building a successful business relies more on cultivating genuine relationships than on traditional marketing tactics. Instead of chasing leads, focus on nurturing connections with people you know, like, and trust. This approach emphasizes long-term value over short-term gains.
Referrals are the lifeblood. Word-of-mouth referrals are the most powerful form of advertising. When people trust you, they are more likely to recommend you to others. This creates a self-sustaining cycle of growth.
- Focus on building a strong network of people who know, like, and trust you.
- Invest time and energy in nurturing these relationships.
- Provide exceptional service that encourages referrals.
The Generosity Generation. This concept emphasizes giving value to others without expecting anything in return. By focusing on helping others, you build goodwill and trust, which ultimately leads to more business opportunities.
2. The Seven Levels of Communication: A Pyramid of Influence
You wouldn’t respond to that, and neither will they.
A hierarchy of effectiveness. The Seven Levels of Communication is a framework that categorizes different forms of communication based on their impact. The pyramid ranges from low-impact methods like advertising to high-impact methods like one-on-one meetings.
- Informational Zone (Lower Levels): Advertising, postcards, email. These are good for informing, confirming, or updating.
- Influential Zone (Upper Levels): Phone calls, events & seminars, one-on-one meetings. These are best for influencing, convincing, or selling.
Moving up the pyramid. To maximize your influence, focus on spending more time in the upper levels of the pyramid. This means prioritizing phone calls, events, and face-to-face interactions over passive marketing methods.
- Prioritize personal interactions over mass communication.
- Use lower-level methods to support higher-level interactions.
- Understand that each level has its purpose and limitations.
The Donald Trump example. The book uses the example of Donald Trump to illustrate the power of the pyramid. A full-page ad from Trump might not get you to an event, but a personal phone call from him would. This highlights the importance of personal connection.
3. Time is Your Most Valuable Asset: Use it Wisely
You can’t even spell communicate without time.
Time blocking is essential. To maximize productivity, you must schedule your time in advance. This involves allocating specific blocks of time for different activities, such as phone calls, networking, and client meetings.
- Schedule your most important tasks first.
- Create "white space" for flexibility and unexpected tasks.
- Use a calendar or planner to stay organized.
The Four Enriching Rituals. These rituals help you structure your day and maintain balance. They include:
- Morning Ritual: Affirmations, gratitude, exercise.
- Pre-Leave Ritual: Plan for the next day, organize your workspace.
- Pre-Sleep Ritual: Reading, visualization, relaxation.
- Sunday Night Ritual: Plan your week, prepare your wardrobe.
The Networking Stack. This strategy involves scheduling multiple networking meetings at the same location, such as a restaurant. This saves time and creates a "home court advantage."
- Choose a location where you are a regular.
- Tip well and get to know the staff.
- Schedule meetings back-to-back to maximize efficiency.
4. Master the Art of the Phone Call: It's Personal
The key is knowing how to use it properly.
Phone calls are powerful. Phone calls are a crucial tool for building relationships and moving people up the Communication Pyramid. They allow for personal connection and two-way communication.
- Use phone calls to follow up on e-mails and other communications.
- Make phone calls a priority in your daily schedule.
- Focus on building rapport and trust.
The Hour of Power. This is a dedicated time for making phone calls to your Community of Influence. These calls are not about selling; they are about connecting and building relationships.
- Schedule your Hour of Power at a consistent time each week.
- Prepare a list of people to call in advance.
- Focus on helping others and asking questions.
The 1st & 10. Start each day by making ten phone calls to referral sources, cooperating agents, and potential clients. This sets a positive tone for the day and helps you stay connected.
- Prepare your list of calls the night before.
- Make these calls first thing in the morning.
- Focus on building relationships and providing value.
5. Electronic Communication: A Promise of Future Interaction
E-mail is only the promise of a future phone call.
E-mail is for information. E-mail is best used for informing, confirming, or updating. It is not an effective tool for selling or persuading.
- Use e-mail to confirm appointments or send documents.
- Avoid using e-mail for sensitive or complex conversations.
- Remember that e-mail is a promise of a future interaction.
Google Alerts. Use Google Alerts to stay informed about your clients and referral partners. This allows you to send them relevant information and show that you care.
- Set up alerts for your clients' names, businesses, and interests.
- Forward relevant articles with a personal note.
- Use Google Alerts to stay connected and provide value.
Social Media. Use social media to build your online community. Share your success stories, connect with your clients, and provide valuable content.
- Be authentic and engaging.
- Focus on building relationships, not just promoting yourself.
- Use social media to drive offline interactions.
6. The Power of the Handwritten Note: It's Personal
I decided to give my coach’s methods a try.
Handwritten notes are powerful. In a digital world, handwritten notes stand out. They show that you care and that you are willing to invest time and effort in your relationships.
- Use unbranded cards with a symbol or monogram that represents you.
- Use blue ink, which looks original and positive.
- Focus on the recipient, using "you" more than "I" or "me."
The 7 Steps to a POWER Note:
- Use unbranded cards.
- Use blue ink.
- Use "you" more than "I" or "me."
- Be specific in your praise.
- Leverage the power of positive projection.
- Write rightly (slope text slightly upward).
- Use a P.S. as a call to action.
The P.S. is key. The postscript is a powerful tool for driving action. Use it to ask the recipient to call you, e-mail you, or take some other specific action.
7. The Generosity Generation: Give to Receive
The more you give, the more you get.
Focus on giving. The Generosity Generation is a philosophy that emphasizes giving value to others without expecting anything in return. This approach builds trust and goodwill, which ultimately leads to more business opportunities.
- Lead with the giving hand.
- Focus on helping others achieve their goals.
- Provide value without expecting immediate reciprocation.
Referrals are a form of giving. When you refer someone to another professional, you are giving them a valuable resource. This creates a cycle of reciprocity.
- Look for opportunities to connect people in your network.
- Refer your clients to other professionals you trust.
- Be a connector and a resource for your community.
The Upward Spiral of L.I.F.E. This is a cycle of continuous improvement: Learn, Implement, Fail, Evaluate. By embracing failure as a learning opportunity, you can continually improve your business and your life.
8. The Importance of a "Why": Your Purpose
When your why is strong enough, the how takes care of itself.
Your "why" is your motivation. Your "why" is the reason you do what you do. It is your purpose, your passion, and your driving force.
- Identify your core values and beliefs.
- Connect your business to your personal purpose.
- Use your "why" to stay motivated and focused.
Your "why" drives your actions. When your "why" is strong, you are more likely to take action and overcome obstacles. It provides the fuel you need to persevere.
- Use your "why" to guide your decisions.
- Let your "why" inspire you to take action.
- Remember your "why" when you face challenges.
Your "why" is unique to you. Your "why" is personal and meaningful to you. It is not something that you can copy from someone else.
- Take time to reflect on your values and beliefs.
- Discover what truly motivates you.
- Use your "why" to create a business that is authentic and fulfilling.
9. The Upward Spiral of L.I.F.E.: Learn, Implement, Fail, Evaluate
All of us know what a downward spiral in life is.
A cycle of growth. The Upward Spiral of L.I.F.E. is a framework for continuous improvement. It involves four steps:
- Learn: Acquire new knowledge and skills.
- Implement: Put your learning into practice.
- Fail: Experience setbacks and challenges.
- Evaluate: Reflect on your experiences and make adjustments.
Failure is a learning opportunity. Failure is not the opposite of success; it is a necessary part of the process. By embracing failure, you can learn from your mistakes and improve your performance.
- Don't be afraid to take risks.
- View setbacks as opportunities for growth.
- Use failure to refine your approach.
Continuous improvement. The Upward Spiral of L.I.F.E. is a continuous cycle. By repeating these four steps, you can continually improve your business and your life.
- Never stop learning and growing.
- Embrace change and adapt to new challenges.
- Strive for continuous improvement in all areas of your life.
10. The Triangle of Trust: Third-Party Endorsements
Any time you can orchestrate a third-party endorsement, do so.
Third-party endorsements are powerful. When someone else speaks highly of you, it is far more convincing than when you speak highly of yourself. This is the power of the Triangle of Trust.
- Look for opportunities to have others endorse your services.
- Ask your clients to introduce you to their friends and family.
- Connect with influencers who can vouch for your expertise.
The Spokes to Hub Strategy. This strategy involves getting multiple people to speak to a particular connector on your behalf. This creates a powerful third-party endorsement.
- Identify key connectors in your network.
- Ask your clients and referral partners to contact them.
- Use the Triangle of Trust to build credibility and influence.
The "Are You the Chosen One?" Script. This script helps you determine if someone is already working with another professional without asking directly.
- Ask, "If you had a friend or neighbor who was looking to sell their home, who would you recommend they call?"
- React positively to their answer, regardless of who they recommend.
- Use this script to identify potential clients and referral partners.
11. The Power of the Initial Consultation: Set the Stage
Your business should be a vehicle for helping you live and leave a legacy.
First impressions matter. The initial consultation is your opportunity to make a strong first impression. It sets the stage for the entire client relationship.
- Prepare a professional presentation that highlights your value.
- Focus on building rapport and trust.
- Use the consultation to understand your client's needs and goals.
The Spectrum of Solutions. This is a brochure that outlines all the services you offer. It helps you communicate your value and allows you to focus on learning about your client.
- Create a Spectrum of Solutions for each type of client.
- Use it to guide your initial consultations.
- Focus on the client's needs and how you can help them.
The Perfect Voicemail Greeting. Your voicemail greeting should be professional and informative. It should also direct callers to specific times when you will return their calls.
- Avoid vague or generic greetings.
- Provide specific times when you will return calls.
- Use your voicemail to manage your time and set expectations.
12. Each One, Teach One: Share Your Knowledge
To whom much is given, much is required.
Share your knowledge. The final step in the Seven Levels is to share what you have learned with others. This helps you solidify your own understanding and gives you the opportunity to help others.
- Look for opportunities to mentor and coach others.
- Share your knowledge and experience with your community.
- Use your expertise to help others achieve their goals.
Teaching reinforces learning. When you teach something to someone else, you gain a deeper understanding of the material. This is a powerful way to solidify your own learning.
- Teach what you have learned to others.
- Use teaching as an opportunity to refine your own understanding.
- Become a resource for your community.
The Generosity Generation continues. The Seven Levels is not a destination; it is a journey. By continuing to learn, grow, and share your knowledge, you can create a lasting impact on your community and the world.
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FAQ
What's "The Seven Levels of Communication" about?
- Core Concept: "The Seven Levels of Communication" by Michael J. Maher is about transforming business relationships into a steady stream of referrals through effective communication strategies.
- Communication Pyramid: The book introduces the Communication Pyramid, which outlines seven levels of communication, from advertising to one-on-one meetings, emphasizing the importance of personal interactions.
- Generosity Generation: It promotes the idea of the Generosity Generation, where business success is achieved by focusing on building genuine relationships and helping others.
- Narrative Style: The book is presented as a fictional story, making the concepts relatable and easy to understand through the journey of the protagonist, Rick Masters.
Why should I read "The Seven Levels of Communication"?
- Practical Strategies: The book offers actionable strategies for building a referral-based business, which can be applied across various industries.
- Relationship Focus: It shifts the focus from traditional marketing to relationship-building, which is crucial in today's business environment.
- Proven Success: The methods outlined have been used by successful professionals, as evidenced by testimonials from industry leaders.
- Personal Growth: Beyond business, the book encourages personal development through self-awareness and effective communication.
What are the key takeaways of "The Seven Levels of Communication"?
- Communication Levels: Understanding and utilizing the seven levels of communication to enhance business relationships.
- Referral Generation: Building a business model based on referrals by focusing on generosity and genuine connections.
- Time Management: Implementing time-blocking and structured rituals to increase productivity and maintain work-life balance.
- Behavioral Styles: Recognizing and adapting to different behavioral styles (DiSC) to improve interactions and build trust.
How does the Communication Pyramid work in "The Seven Levels of Communication"?
- Seven Levels: The pyramid consists of seven levels, starting from advertising at the base to one-on-one meetings at the top, with increasing impact and personal connection.
- Informational vs. Influential: The lower levels (advertising, direct mail, electronic communication) are informational, while the upper levels (phone calls, events, one-on-one meetings) are influential.
- Impact Arrow: As you move up the pyramid, the impact on the relationship grows stronger, emphasizing the importance of personal interactions.
- Practical Application: The pyramid serves as a guide for prioritizing communication methods to build stronger, referral-generating relationships.
What is the Generosity Generation in "The Seven Levels of Communication"?
- Core Philosophy: The Generosity Generation is a business philosophy that emphasizes giving and helping others as a path to success.
- Relationship Building: It focuses on building genuine relationships rather than transactional interactions, leading to a more sustainable business model.
- Community Focus: The approach encourages investing in your community and network, which in turn generates referrals and business opportunities.
- Cultural Shift: It represents a shift from the Ego Era, where personal promotion was key, to a more community-oriented, relationship-driven approach.
What are the best quotes from "The Seven Levels of Communication" and what do they mean?
- "The ability to build relationships is the backbone of a successful business." This quote emphasizes the importance of relationships in achieving business success.
- "Master the generosity game and you can build a powerful, referral-based business." It highlights the core philosophy of the Generosity Generation, where giving leads to receiving.
- "Don’t wait for a life-changing event to change your life." This encourages proactive personal and professional growth without waiting for external circumstances to force change.
- "Success is simple AND here’s the book to help you do it." It reassures readers that success can be straightforward with the right guidance and strategies.
How does "The Seven Levels of Communication" suggest managing time effectively?
- Time Blocking: The book advocates for time-blocking, scheduling specific times for different activities to ensure focus and productivity.
- Four Rituals: It introduces four enriching rituals (Morning, Pre-Leave, Nightly, and Sunday Night) to structure the day and week effectively.
- Influential Zone: Prioritizing time in the Influential Zone (phone calls, events, one-on-one meetings) to maximize impact and relationship-building.
- White Space: Incorporating white space in the schedule for flexibility and unexpected tasks, maintaining a balance between structure and adaptability.
What is the role of affirmations in "The Seven Levels of Communication"?
- Positive Self-Talk: Affirmations are used as positive self-talk to reinforce desired outcomes and boost confidence.
- Daily Practice: The book encourages incorporating affirmations into daily rituals to maintain focus and motivation.
- Mindset Shift: They help shift the mindset from scarcity to abundance, aligning with the Generosity Generation philosophy.
- Goal Alignment: Affirmations are tailored to align with personal and professional goals, reinforcing commitment to achieving them.
How does "The Seven Levels of Communication" address overcoming call reluctance?
- Selflessness Focus: The book suggests focusing on the needs of the person being called, rather than personal discomfort, to overcome call reluctance.
- Structured Calls: Implementing structured call times, like the 1st & 10 and Hour of Power, to create a routine and reduce hesitation.
- Help-Oriented Approach: Approaching calls with a genuine intent to help, which naturally reduces anxiety and increases effectiveness.
- Ranking System: Using a ranking system to evaluate the success of calls, encouraging continuous improvement and confidence building.
What is the Triangle of Trust in "The Seven Levels of Communication"?
- Third-Party Endorsement: The Triangle of Trust involves orchestrating third-party endorsements to build credibility and trust.
- Referral Strategy: It is a strategic approach to referrals, leveraging existing relationships to introduce and recommend services.
- Connector Role: Connectors play a crucial role in forming the triangle, linking two parties who trust them, thereby facilitating trust between the new connection.
- Practical Application: The strategy is used in networking and business development to expand influence and generate referrals effectively.
How does "The Seven Levels of Communication" suggest using electronic communication?
- Informational Use: Electronic communication is best used for informing, confirming, and attaching information, not for selling or influencing.
- Promise of Interaction: Emails and messages should be seen as the promise of future interaction, leading to more personal communication.
- Google Alerts: Utilizing tools like Google Alerts to stay informed about clients and contacts, enhancing personalized communication.
- Online Community: Building an online community with the same principles as offline, focusing on genuine interactions and relationship-building.
What is Success Suicide in "The Seven Levels of Communication"?
- Self-Sabotage: Success Suicide refers to self-sabotage that occurs when an individual is on the brink of achieving significant success.
- Breakdown Before Breakthrough: It is described as the breakdown before the breakthrough, where internal resistance to change manifests.
- Perseverance: The book advises recognizing and persevering through this phase to achieve the desired transformation and success.
- Awareness: Being aware of this phenomenon helps individuals prepare and navigate through it without derailing their progress.
Review Summary
The Seven Levels of Communication receives high praise for its practical advice on building relationships and generating referrals in business. Readers appreciate the story format, finding it engaging and relatable. Many consider it a must-read for sales professionals, particularly in real estate. The book's focus on generosity, authenticity, and strategic networking resonates with readers. Some criticize the fictional narrative style, preferring a more direct approach. Overall, reviewers find the book's principles valuable and applicable, with many reporting improved business outcomes after implementing the strategies.
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