Episode 649: The 12 x 12 x 12 Rule / 第649集：12×12×12×12法則

第649集：12×12×12×12法則

https://content.blubrry.com/bni/649-BNI-Podcast.mp3

12×12×12×12法則來自於Misner博士的《Networking Like a Pro》一書。如果你想更詳細地了解這個規則，你可以拿起這本書的副本。這條規則有三個部分

從12英尺遠的地方怎麼看？

無論你是去參加商會活動還是參加大型活動，你都要表現得很專業。請收聽Meaghan Chitwood的第577集和Tia Young的第632集，了解更多關於著裝和保持職業形象的知識。

從12英寸的距離看，你是怎麼看的？

確保你的肢體語言和態度能傳遞出正確的信息。要值得信賴、友好、開放和積極的態度。無論經濟狀況有多糟糕，抱怨也不會讓你獲得生意。看著對方的眼睛，專注於他或她說的話。

前面12個字從你嘴裡說出來是什麼？

從詢問對方的情況開始。當有人問起你是做什麼的時候，要準備好簡明扼要但又令人難忘的回答。你要通過眉毛測試。如果對方的眉毛往上走，說明你已經引起了對方的注意。如果他們的眉毛往下走，說明你已經迷惑了他們。

本集由Ivan的內心世界贊助。今天就成為我們的創始會員吧!

第649集完整記錄

Priscilla:

大家好！歡迎回到BNI官方播客。我是Priscilla Rice，我從加州伯克利市的Live Oak錄音室為大家帶來的。今天我在電話中加入了BNI的創始人和首席願景官，Dr. Ivan Misner。你好， Ivan ，你今天過得怎麼樣？

Ivan:

我非常棒，我從我所有的旅行中回來了。今天，我在德克薩斯州奧斯汀市的奧斯汀市，在我位於奧斯汀的辦公室裡，很高興能做播客。

Priscilla:

好的，很好。我真的很好奇這個標題和它的含義。

Ivan: 

12×12×12×12法則。所以我在一本書裡講過12×12×12的規則，你可以在BNI播客上看到這裡，往下滾動，在右手邊看。你會看到《Networking Like a Pro》。如果你有興趣看到12 x 12 x 12 x 12規則的完整描述，只需拿起一本《Networking Like a Pro》。它在Kindle上有售。它也可以作為有聲讀物，以及印刷版的書。所以看一看就知道了。

不過，這裡說的是12×12×12的規律是什麼？讓我回顧一下這三件事情，然後我再逐一挖掘。第一個12是你在12英尺以外的地方看起來怎麼樣？你看起來像嗎？你看起來是否專業？第二個是你在12英寸的距離上怎麼看？現在好了，你知道，我不會給別人12英寸的距離，至少你不應該。但這裡的想法是，你如何面對面地看？近距離看？你是如何表現出來的？而且，你知道，你的態度，你的身體語言是否反映了人們的第一眼？然後第三個12是開始談論自己時，你說的前12個字是什麼？

所以，我在這裡說的是認知，而認知就是人們的現實。而當你在外面的人際交往時，你對自己和你的企業建立正確的認知是非常重要的。所以，讓我們從第一個開始吧。

看清楚了。你在12英尺以外的地方怎麼看？你真的會很驚訝，我們在很多播客中都談到過這個問題。如果你搜索一下關於外貌的節目，你會發現一些播客，我和一些專家一起做了一些播客，講的是擁有正確的職業形象和正確的職業外貌的重要性。而這就是我們在這裡討論的內容。你要以專業的身份出現，無論你是去參加商會的活動還是大型活動。你要表現得像個專業人士，一般來說。我試著在我的觀眾水平或以上的穿著。但不是所有的職業都要這麼做。如果你是個汽車修理工，你不需要穿著西裝和領帶。你知道的 -- 卡其褲和一件漂亮的襯衫。你要看起來很專業。

我知道，我們和Meaghan Chitwood在同一主題上做了一個很棒的播客。 當她成為會員時，Meaghan談到了她在本章中的出現。 因此，我們所要討論的就是您想要看起來像專業人士。

我還是很驚訝，普麗西拉，看到人們有時會出現在BNI的會議上。他們想要推薦人，他們穿著短褲，夏威夷襯衫和涼鞋，他們想要企業推薦人。我想，是的，這是不可能的。你必須穿得合適。這真的要看你在什麼地方了。我明白了 你知道，我幾週前剛從鳳凰城回來， 他們在鳳凰城穿得比較隨意。我知道有些國家的著裝比較隨意，當然美國的一些地方，比如夏威夷，也是比較隨意的。所以我希望你把這些都考慮進去，在你的聽眾中穿得比較隨意。這是我的建議。

第二個12是你如何在12英寸之外的地方出現？你要確保你的肢體語言傳遞出正確的信息。你要確保你的態度傳達出正確的信息。尤其是在生意難做或經濟不景氣的時候，更是如此。我以前做過播客，在這一點上，你知道，現在經濟不好，全世界大多數地方的經濟都很好。但當經濟不好的時候，你知道，我遇到的人，他們談論的唯一事情就是經濟有多糟糕。那麼，它不會得到任何好的東西。所以你要把重點放在積極的方面，與你的企業建立人脈關係時，你要把重點放在積極的方面。

要知道，你要讓人覺得你是值得信賴的，友好的，真誠的，開放的。而這不僅是通過你的談話內容來傳達， 而且通過非言語暗示，如姿勢，面部表情，手勢等非言語暗示。而當你在談話的時候，你要直視對方的眼睛。你要保持專注於他或她說的話。特別是如果有很多喧囂的事情發生，你要特別保持這種眼神交流。不要在房間里東張西望，尋找你認為更有趣或更成功的人。你要把注意力完全集中在與你交談的人身上，把注意力完全放在對方身上，把自己的注意力集中到談話中去，而不是遠離談話。

不要站在那裡雙手交叉著著站在那裡。表現得很有興趣。我很確定我們已經說過理查德-布蘭森是怎樣的。我和布蘭森的經歷真的很了不起。然後不管和誰他全神貫注地投入到個性中，在這短暫的時間裡，我認為這一點非常重要。我們都可以從中學習，包括我自己，你可以學習真正的專注於你正在遭受的人。我當然會試著去做，當我遇到的人。
只是要回到態度，不要忘記態度。這表現，如此關鍵的，你要以積極的方式來面對。但是，我們想談的另一件事是，你說的前12個字是什麼？當有人問你是做什麼的時候，一定要準備好簡明應該要回答，但要讓人記憶深刻。當然，現在，我建議的第一件事是，你通常會問起對方的情況，那就是，你想做的第一件事就是針對他們，問他們問題。但是，當你準備好談自己的時候，你要有一個簡明應該要的回答，讓人記憶深刻

我推薦的一個東西是獨特的銷售主張，一個真正能引起人們注意的東西。我認為一個好的獨特的銷售主張或USP是真正能讓人思考你剛才說的東西。 Sam Horn把這個叫做眉毛測試。我知道我們已經談過幾次眉毛測試了。 Priscilla，Sam Horn是我的好朋友。她寫了一本書叫《流行》。而眉毛測試的工作原理是這樣的。如果你說起你所做的事情。我最喜歡的一個USP是由Asentiv開發的。你對Asentiv很熟悉，他們的USP是你的USP。就是我們幫助人們少干活，多賺錢，創造終身推薦。我想這正是12個字。這是一個偉大的USP，因為它能讓人們說，哦，你們是怎麼做到的？而這不只是別人說了什麼，而是他們如何回應。

所以，當我看到這個人說，哦，你怎麼做到的，他們的眉毛就會往上揚，這是山姆-霍恩用眉毛測試的概念。他們的眉毛往上走，說明你已經吸引了他們的注意力。相反，如果他們的眉毛往下皺，他們可能會說同樣的話，哦，你是怎麼做到的？同樣的話語，卻會有完全不同的反應。那你就把他們搞糊塗了，無論你對他們說什麼，都已經把他們搞糊塗了，你不想把他們搞糊塗了。你要引起他們的注意，你要讓他們真正的去了解你做的是什麼。

所以我很喜歡獨特銷售命題的概念，我特別喜歡眉毛測試這個概念。你想把這兩者結合起來使用，這樣當你使用獨特的銷售主張時，看看人們的反應如何。如果他們的反應是積極的，那麼你知道，你有一個非常好的獨特的銷售主張和USP，很明顯，你可以根據你的具體業務來定制，但你可以看到它是如何通過告訴人們你是誰。「我是一名顧問」，相反，您知道，反對提供能夠真正使他們脫身的東西，「這很有趣。 告訴我更多，」這確實是您想要做的。

那麼，12×12×12的規律是，你是如何在12英尺之外的地方遇到的？你是什​​麼樣子的？你的穿著是否專業？你是如何近距離接觸到的？你有積極的態度嗎？你的注意力是否集中在他們身上？你是否給他們以你的注意力？你是否與他們進行眼神交流？然後，當你準備談論你的業務時，你說的前12個字是什麼--最好是在你談完他們的業務後，你說的第一句話是什麼。但是，當你進入一個大的會議，你在做開放性的網絡會議，你在與來訪者見面時，這三件事情要記住。

記住，12×12×12。記住，當你去參加其他的交流活動時，比如商會或其他組織，在那裡你有機會和別人見面的時候，只要把這句話記在腦海裡。在你去那里之前想一想，這樣你就能穿戴整齊，並想好你到了那里後要說什麼。你會發現這是一個非常好的技巧，只是一種速記的技巧，記住你出現時該怎麼做。而這一切都在《Networking Like a Pro》一書中。

Priscilla:

我想，我覺得很好。這是很好的信息，有點棘手的方式來記住一切。

Ivan:

是的，我們也是這麼想的。你可以在《Networking Like a Pro》第二版中找到它，我和Brian Hilliard一起寫的。而Brian對12×12×12規則貢獻了很多，所以你可以去看看。這就是我今天要講的一切，Priscilla。

Priscilla:

好吧，非常感謝你。這個播客的讚助商是www.ivansinnercircle.com，Ivan收集了各種不同類型的話題，邀請你參與。非常感謝大家的收聽。這是Priscilla rice ，我們期待著你下週再次加入我們的播客官方BNI播客的另一個令人興奮的情節。

Episode 649: The 12 x 12 x 12 Rule

https://content.blubrry.com/bni/649-BNI-Podcast.mp3

The 12 x 12 x 12 Rule comes from Dr. Misner’s book Networking Like a Pro. You can pick up a copy of the book if you want to read about this rule in more detail. There are three parts to the rule

How do you look from 12 feet away?

You want to come across as professional, whether you’re going to a chamber of commerce function or a big event. Listen to Episode 577 with Meaghan Chitwood and Episode 632 with Tia Young for more about dress code and maintaining a professional appearance.

How do you look from 12 inches away?

Make sure that your body language and your attitude send the right message. Be trustworthy, friendly, open, and positive. No matter how bad the economy is, complaining won’t get you business. Look the other person in the eye and stay focused on what he or she is saying.

What are the first 12 words out of your mouth?

Start by asking about the other person. When someone asks what you do, be ready with a response that’s succinct but memorable. You want to pass the Eyebrow Test. If their eyebrows go up, you’ve got their attention. If their eyebrows go down, you’ve confused them.

This episode is sponsored by Ivan’s Inner Circle. Become a founding member today!

Complete Transcript of Episode 649

Priscilla:
Hello everybody. Welcome back to The Official BNI Podcast. I’m Priscilla Rice, and I’m coming to you from Live Oak Recording Studio in Berkeley, California. And I’m joined on the phone today by the Founder and the Chief Visionary Officer of BNI, Dr. Ivan Misner. Hello, Ivan, how are you doing today?

Ivan:
I am fantastic and I’m back from all my travels. I’m in Austin, Texas in my home office in Austin today and excited to be doing the podcast.

Priscilla:
Okay, great. I’m really curious about this title and what it means.

Ivan:
The 12 x 12 x 12 rules. So I talked about the 12 x 12 x 12 rule in a book, which you can see here on BNI Podcast by scrolling down and looking on the right hand side. You’ll see Networking Like a Pro, Second Edition. If you’re interested in seeing the full description of the 12 x 12 x 12 rule, just pick up a copy of Networking Like a Pro. It’s available on Kindle. It’s also available as an Audible book, as well as a printed book. So take a look at it.

But here’s what’s a 12 x 12 x 12 rule is all about. Let me review the three things and then I’ll dig into each one individually. The first 12 is how do you look from 12 feet away? Do you look the part? Do you look professional? The second is how do you come across 12 inches away? Now okay, you know, and I’m not going to get 12 inches to somebody, at least you shouldn’t. But the idea here is how do you look face to face? Up close? How do you come across? And, you know, does your attitude, does your body language reflect what people first saw? And then the third 12 is what are the first 12 words that you say when you start talking about yourself?

So, what I’m talking here about is perception, and perception is people’s reality. And it’s very important that you create the right perception of yourself and your business when you’re out there and networking. So let’s start with the first one.

Look the part. How do you look 12 feet away? You’d really be surprised, and we’ve talked about this in a number of podcasts. If you do a search on episodes about appearance, you’ll find a few podcasts that I did with some experts on the importance of having the right professional image and the right professional appearance. And that’s what we’re talking about here. You want to come across as a as a professional, whether you’re going to a chamber of commerce function or a big event. You want to come across as a professional, generally speaking. I try to dress at or above my audience level. But not all professions have to do that. If you’re a car mechanic, you don’t have to dress, you know, in a suit and tie. But you do want to come across, you know – khakis and a nice shirt. You want to look professional.

I know, we had a great podcast with Meaghan Chitwood on this very same subject. And Meaghan talked about her appearance within her chapter when she was a member. So that that’s all we’re talking about is you want to come across looking like a professional.

And it still amazes me, Priscilla, to see how people sometimes show up at a BNI meeting. They want referrals and they’re in shorts, a Hawaiian shirt and sandals—and they want a corporate referral. I’m like, yeah, this is not going to happen. You’ve got to dress appropriately. And it really does depend on where you’re at. I get that. You know, I just came back from Phoenix a few weeks ago, and you know, they dress more casually in Phoenix. I know in some countries, dress codes a little more casual, certainly some places in the US like Hawaii are more casual. So I want you to take all of that into mind and dress at or above your audience. That’s my advice.

The second 12 is how do you come across 12 inches away? You want to make sure that your body language sends the right message. You want to make sure that your attitude sends the right message. That’s particularly true when business is difficult or when the economy’s bad. And I’ve done podcasts on this before where, you know, the economy is bad right now, the economy is good around most places around the world. But when the economy’s bad, you know, I meet people and it’s the only thing they talk about is how bad the economy is. Well, it doesn’t get any good at all. And so you want to focus on the positive with your business when it comes to forming networking relationships.

You know, you want to be trustworthy, friendly, sincere, open. And that’s communicated not only through what you talk about, but through nonverbal cues such as posture, facial expression, hand gestures. And when you’re engaging in conversation, you want to look the other person directly in the eyes. You want to stay focused on what he or she is saying. And especially if there’s a lot of hustle and bustle going on, you particularly want to maintain that eye contact. Don’t be looking around the room to find somebody who’s more who you think might be more interesting or more successful. You want to focus be fully present on the person that you’re talking to, lean in a bit into the conversation rather than away from it.

Don’t stand there with your arms crossed. Come across as being very interested. I’m pretty sure we’ve talked about how Richard Branson. My experience with Branson is really amazing. And then he’s very engaged in a conversation no matter who he’s talking to. He gives his full attention for that short time. at a time, and I think that that’s really important. And we can all learn from that, myself included, you can learn to really focus on the person you’re talking to. And I certainly try to do that when I meet people.
Just to go back to attitude, don’t forget the attitude. That’s so, so critical you want to come across in a positive way. But the other thing that we want to talk about is what are the first 12 words that you say? When someone asks you what you do, make sure to be ready with the response that’s succinct, but memorable. Now, of course, the first thing I recommend is that you usually ask about the other person that’s, that’s the first thing you want to do is talk about them, ask them questions. But when you’re ready to talk about yourself, you want to have a response that’s succinct and memorable.

One of the things I recommend is a unique selling proposition, something that really gets the person’s attention. I think a good unique selling proposition or USP is something that really makes people think about what you just said. Sam Horn calls this the eyebrow test. And I know we’ve talked about the eyebrow test a couple of times. Priscilla, Sam Horn is a good friend. She wrote a book called Pop. And the eyebrow test works like this. If you say something about what you do. One of my favorite USPs was developed by Asentiv. You’re familiar with Asentiv very well, and they’re your USP. It is we help people work less, make more and create referrals for life. I think that’s exactly 12 words. And that’s a great USP because it gets people to say, oh, how do you do that? And it’s not just what someone says it’s how they respond.

So when I’ve seen that the person says, oh, how do you do that, their eyebrows go up, which is Sam Horn’s concept with the eyebrow test. Their eyebrows go up, which means you’ve got their attention. On the other hand, if their eyebrows furrowed down, they may say the exact same words, oh, how do you do that? Same words, but it’s a whole different reaction. Then you’ve confused them, whatever you’ve said to them has confused them, and you don’t want to confuse them. You want to get their attention, and you want them to really find out more about what it is that you do.

And so I love the concept of a unique selling proposition and I particularly love the concept of the eyebrow test. You want to use them both in conjunction so that when you use your unique selling proposition, see how people respond. If they’re responding in a positive way, then you know, you have a really good unique selling proposition and a USP, obviously something that you tailor to your specific business, but you can see how it packs more punch by telling people you know than you’re just you’re an X. “I’m a consultant,” whereas opposed, you know, opposed to giving something that really makes them go, “That’s interesting. Tell me more,” which is really what you want to do.

So the 12 x 12 x 12 rule is, how do you come across 12 feet away? What do you look like? Are you dressed professionally? How do you come across up close? Do you have a positive attitude? Are you focused on them? Are you giving them your attention? Are you making eye contact? And then what are the first 12 words you say about your business when you’re ready to talk about your business – ideally, after you’ve talked about their business a little bit. But these are three things to remember when you go into a big meeting and you’re doing open networking and you’re meeting fellow members and you’re meeting visitors.

Remember that 12 x 12 x 12. And remember, when you go to other networking events, like chambers or other organizations, where you have a chance to meet people, just tuck that in the back of your mind. Think about it before you go there, so that you are dressed right and think about what you’re going to say when you get there. You’;;find it’s a really good technique to just kind of shorthand a technique to remember what to do when you show up. And all of that is in the book Networking Like A Pro.

Priscilla:
Great. Great, I thought, I think it’s great. It’s great information. It’s nice. Kind of little tricky way to remember everything.

Ivan:
Yeah, that’s what we thought. And again, you can get it in Networking Like a Pro, the second edition, I wrote that with Brian Hilliard. And Brian contributed a lot to the 12 x 12 x 12 rule, so check it out. And that’s everything I’ve got for today, Priscilla.

Priscilla:
Okay, well, thank you so much. The sponsor for this podcast is www.ivansinnercircle.com. Ivan has assembled a wide variety of different kinds of topics and you are invited to participate. Thank you so much for listening. This is Priscilla rice and we look forward to having you join us again next week for another exciting episode of the Official BNI Podcast.

https://www.bnipodcast.com/2020/03/11/the-12-x-12-x-12-rule/