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“You've basically revolutionized the way we are doing business. . . Your teaching style is very, very effective.”

~ Thomas J. Bartosic, SVP, Career Sales, G.E. Financial Assurance

The Power of Why – A Chat with Richard Weylman

April 5th, 2013 by Bob Burg

From orphan bounced around from one foster home to another to publisher of a luxury magazine; from beginning salesperson to one of the most successful business consultants on the planet, Richard Weylman knows how to market himself and knows how to help his clients accelerate their production and separate themselves from their competition.

His first book, Opening Closed Doors set the bar for profiting from working with niche markets.

The Power of WhyHis newest book, The Power of Why shows us that while, yes, it’s important to have a “why” for being in business…it’s even more important to understand the customer’s “why” for doing business with us.
Richard Weylman
Richard is one of those brilliant people who — when you are fortunate enough to have the opportunity to learn from him — you’re well-advised to jump on that opportunity.

That’s exactly what I did in this interview, and I hope you’ll do the same.

Enjoy our discussion!


What a cool shift — to go from our why, our reason for being in business — which, is still important — to the customer’s why, which is even more important!

How will you follow-through on Richard’s advice?

SPECIAL NOTE: Order a hardcover copy of Richard’s book, The Power Of Why: Breaking Out In A Competitive Marketplace from amazon.com before Midnight, April 22 and, when you check out with your shopping cart use the promo code POWERWHY to receive an additional 20% savings on the book.

TECHNICAL NOTE: If you are having trouble playing the interview, please make sure Adobe Flash Player is installed in your web browser. If not, then download Flash Player. Or right-click here to download and select “Save Link As…” to download the audio file to your computer.

21 Responses to “The Power of Why – A Chat with Richard Weylman”
  1. Amy Wells said at 8:10 am on

    This is excellent. I’m going to start asking my brides why they do business with us, and then I’ll ask, “Why is that important to you?” Wowza wowza. Thank you Bob and Richard!

  2. Bob Burg said at 8:20 am on

    Amy: So glad you enjoyed the interview. Of course, you are already about the MOST customer-centric person I know! And, the process Richard takes us through in the book is very specific and extremely powerful! Thank you for sharing with us!

  3. Bruno Coelho said at 9:20 am on

    Bob,

    I’m yet to find an interview that you do that I don’t find one of these things: inspiring, insightful and (yes) life-changing!

    THANK YOU so much for sharing this one with us!

    I always thought that having a clear BIG WHY for myself was really important. But I was certainly missing that the BIG WHY of those I serve might not me the same :)

    You said that it takes discipline to do this exercise. I agree and I would add humility to acknowledge, welcome and embrace the WHY of our audience!

    Enjoy your weekend my friend!

  4. Bob Burg said at 10:59 am on

    Bruno: Thank you for your always-kind feedback! Indeed, the big why for ourselves IS important. Add that to understanding THEIR (the customer’s) big why and you have an unstoppable combination! And, I agree with your fourth paragraph very much! Thanks again for sharing with us!

  5. Lene Jytte Hansen said at 2:09 pm on

    This is AMAZING Bob!!!! Thank’s :)

  6. Jim Swink said at 3:59 pm on

    Bob, thank you for great interview and business principles. I really like Richard’s ” be a business of distinction rather than one of comparison”. I think habitually we like to tell people why our business is better than company xyz. As Richard said that never answers the consumer’s question “WHY should I buy your product/service and how do I know it will give me the desired results that I want”.

    Thanks Bob very insightful and a mindset shift to make immediately!

  7. Bob Burg said at 4:08 pm on

    Lene: Thank you. So glad you enjoyed it!

  8. Bob Burg said at 4:10 pm on

    Jim: Thank you. Glad you enjoyed Richard’s wisdom. Yes, I agree with your thoughts and – indeed – it never does answer the important questions from the CUSTOMER’S point of view. Thank you for sharing with us!

  9. Bill Lynch said at 7:50 am on

    I preordered the Kindle version of the book. I tell my audiences that relationships are critical because all of us look alike to the customer until they have experienced our product or service. USP’s are usually not believable. My business is printing. Hard to differentiate putting ink on paper. I can’t wait to read the “Why”. Thanks for sharing this, Bob.

  10. Bob Burg said at 8:05 am on

    Bill, my pleasure, and your point is right on the mark. And, I know you have a hugely successful printing business…easy for me to understand why! (No pun intended…sort of)

  11. Amy Wells said at 10:01 pm on

    Bob, Thank you. I ordered the book too. :)

  12. Bob Burg said at 10:46 pm on

    Amy: Excellent. I can’t wait to hear your thoughts on it!

  13. Doug Wagner said at 2:16 am on

    Another excellent interview and another book added to the reading list. Always seems to come back to value and putting the customer first. Wonder “why”? LOL Thanks.

  14. Bob Burg said at 7:37 am on

    Doug: Thank you. So glad you enjoyed the interview. And, yes…it always does come back to those two things, doesn’t it?! Fundamental truths are just that…fundamental! :-) One of the great things I loved about Richard’s book was the way he shows how to “communicate” those two things.

  15. Steve Browne said at 11:59 am on

    Bob, This interview really has connected the dots for me! Thanks Steve

  16. Bob Burg said at 12:06 pm on

    Steve: I’m so glad! Thank YOU for letting me know!

  17. Mary Silva said at 1:48 pm on

    Great interview, Bob. I can’t wait to read Richard’s book!
    In my clothing biz, I have many long-term clients of 15+ years that I can interview/meet with to really find out their WHY. (I especially want to know the 6 rules that Richard referred to with regard to engaging our customers.) Like so many, I have testimonials from delighted clients; however, most of the compliments are about me or the clothing, NOT about them or WHY.
    As a Go-Giver Coach, I really need to own and be able to best communicate what makes us distinct, and what sets us apart…. what my unique value promise of outcome is to our clients.
    Thanks again, Bob and Richard!

  18. Bob Burg said at 1:52 pm on

    Mary: I love EVERYTHING you wrote above, my friend. THAT is one reason why you have a very successful business! You are always looking for ways to improve the value (and the communication of such) that you provide to your clients.

  19. Mary Silva said at 6:58 pm on

    Thank you so much for your kind response, Bob. Btw, I am half way through “Outwitting the Devil” (wow!)…. and then I will read “The Power of Why….”. Have a great evening.

  20. Charles Lyons said at 6:04 pm on

    Looks like an outstanding book. I am looking forward to reading it.

  21. Bob Burg said at 6:37 pm on

    Charles: Thank you for writing. I found it to be outstanding, indeed!

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