066: Bob Burg on How Financial Advisors Can Embrace The Go-Giver Mindset to Win More Business

066: Bob Burg on How Financial Advisors Can Embrace The Go-Giver Mindset to Win More Business

Today, I’m talking to Bob Burg. For 30 years, Bob’s been helping sales leaders and their teams more effectively communicate their value and grow their businesses in ways they never thought possible.

His book, The Go-Giver, is a Wall Street Journal bestseller that has sold close to a million copies since its release. It was rated #10 by Inc. Magazine as one of the Most Motivational Books Ever Written, and was on HubSpot’s 20 Most Highly Rated Sales Books of All Time.

Bob has been named one of the 30 Most Influential Leaders by The American Management Association, as well as one of Inc.’s 100 Great Leadership Speakers. I was fortunate enough to see Bob speak at our company’s Journey event in Indianapolis earlier this year, and I knew I had to get him on the show to share his wisdom with all you Blueprint listeners.

In our conversation, you’ll discover why shifting your mindset from “getting” to “giving” isn’t just the most fulfilling way to live life and do business, but it’s also the most profitable!


Here are 3 of my big takeaways from this episode…
  • [07:03] The five principles covered in The Go-Giver, including what’s actually going through a prospect’s mind when making a purchase – and why the most successful financial advisors are the ones who place their clients’ interests ahead of their own.
  • [36:11] The major mistakes that financial advisors make that lose them clients left and right – and how to ditch the elevator pitch, stop talking like a salesman, and get AND keep a prospect’s attention.
  • [39:36] How to use Bob’s 10 Feel Good Questions to make a lasting impression with prospects at your next event – including the ONE key question that will set you apart from everyone else.


  • [04:02] How Bob’s book, The Go-Giver, came to be – and why readers are so much better at connecting with a parable about business than a how-to manual.
  • [11:24] Why making low fees your differentiator is a bad way to do business, and what financial advisors can do to truly stand out from the competition.
  • [15:44] How the Ritz-Carlton conveys excellence in every step of the customer experience – and how any business can do this in order to totally own their demographic.
  • [27:35] How Bob’s father, a.k.a. “The Original Go-Giver,” impacted his personal and professional life.
  • [35:57] What Bob learned from interviewing Lisa Copeland, the #1 Alfa Romeo dealer in the United States – and why Lisa is rewarded, year after year, by providing a unique experience that enriches her customers’ lives.
  • [39:36] The “not prospect-y,” rarely asked questions you should be asking prospective clients to set you apart from everyone else.
  • [47:06] Why we’re only compensated based on how many people we serve and how well we serve them – and how creating a benevolent context for your success ultimately allows you to receive like never before.
  • [49:27] What Larry King & Bob both believe the most successful people in the world have in common.
  • [50:51] Bob shares the secret ingredient to becoming great at sales




Thanks for checking out the latest show on to this weeks’ featured reviews.

This weeks’ first review comes to us from user 2014blt.

Really appreciate the review! I wish podcasts would have been a thing when I was first getting into financial services, amazing how you’re now able to virtually mentor under just about anyone! The one practice that I’ve always taken full advantage of though is making sure I surround myself with people I aspire to be like and can learn from, so well done on making sure you have a mentor in your early years. From my experience, you can shave years from your learning curve simply by learning from those that have been there before and eliminating those same mistakes they’ve made along the way. Thanks so much for the kind words and the review and good luck on your journey as a financial advisor.

The next review comes to us from user Phorton0919.

Thanks for taking the time to share your thoughts! I love hearing that this podcast is not only bringing value to the new advisors out there but also those of you that have been doing it for a decade or more. It’s my goal to bring an eclectic mix of guests that are rock stars in their respective fields that we can all learn from regardless of whether we’re brand new or a seasoned veteran, all while trying to make it entertaining along the way. Thanks so much for taking the time to leave a review and for listening in. More great guests and episodes on the way!

The last featured review for this week comes to us from user Mrshihtzu11.

Thanks again for listening in and also for subscribing. For those of you that may be new to the podcasting experience… make sure to subscribe if you want to be notified when each new show goes live and make sure you never miss an episode. Typically, on most podcasts, just scroll up, tap the subscribe button, and you’re all set from there. I love that this review mention not only valuable content, but the fact that there are actionable insights as well.

That’s one of my biggest goals for each episode is to give you ideas to implement immediately into your business and is why I highly recommend having a notebook close by while listening in. It’s my practice as well during each interview to take extensive notes. In fact, many of the ideas shared by past guests have directly impacted my own business. Oftentimes, I joke that I would be doing this podcast regardless of whether or not anyone was listening to it, as the conversations I’ve had over the years have literally changed my business and life. It’s been an incredible journey over the last three years that I’ve grown to love, so I’m glad it’s helping many of you who’ve been listening in along the way!


Take the 1st Step to Building Your Ideal Practice: Apply for “Virtual Discovery Session

For those of you that have interest in diving deeper or figuring out how you may be able to have our team help you implement many of the ideas shared on the show, my day job happens to be consulting financial advisors from all over the US on how to grow their business and design a practice that serves them, versus them serving it. Yes it’s possible to grow your business and work less, this is a model we’ve replicated over and over in markets all over the country… So, if you’d like to apply to see if it makes sense for us to have a 1-on-1 conversation on how to overcome what may be getting in your way, you can do that at bradleyjohnson.com/apply. It takes about 5 minutes to fill out the application so we can understand what your business looks like, what challenges you may be facing and how myself and my team may be able to help. We then dive into a Discovery session where we ask a lot of questions based on your survey. We do a lot of listening, and take a lot of notes to build a rough draft of our proprietary Elite Advisor Blueprint – 90 Day Plan™. Taking the first step is as simple as applying at bradleyjohnson.com/apply 🙂


Already heard it once or twice? Please leave a short review here, and tell me which guests I should have on!

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