Episode 708: V + C Does Not Equal P (Classic Podcast)/第708集：V+C不等於P（經典播客）

 第708集：V+C不等於P（經典播客）

May 26, 2021 by Ivan Misner 4 Comments

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This is a rebroadcast of Episode 420.

最近，米斯納博士看到很多人一直在使用VCP，就像它是一個公式：知名度+可信度=盈利能力

VCP是一個引薦過程，而不是一個銷售過程。如果你的大多數客戶不給你轉介，那麼你在客戶中只有信譽，沒有盈利能力。你有可能擁有很多的知名度和很多的信譽，但卻沒有盈利能力。與其說VCP是一個公式，不如說是一個連續體。

一旦你實現了信譽（而不是之前），你就必須開始要求引薦人，以實現盈利能力。盈利能力並不是由知名度和盈利能力自動產生的。

BNI官方播客是由Misner音頻節目贊助。

第708集的完整文字記錄

Priscilla:

大家好，歡迎回到BNI官方播客，由NetworkingNow.com為您帶來，該網站是網絡下載的領先網站。我是Priscilla Rice，我從加州伯克利的Live Oak錄音室為您介紹。今天與我通電話的是BNI的創始人和首席願景官Ivan Misner博士。你好，Ivan。你今天好嗎？

Ivan:

我很好，Priscilla我想，今天我有一個有趣的話題。

Priscilla:

是的。那是什麼意思？

Ivan:

V+C不等於P，是關於VCP過程的。在你走之前，哦，天哪，Ivan正在談論 VCP，聽我說。我已經看到很多人 - 會員和董事顧問一直在使用 VCP，就像它是一個公式。“知名度加可信度等於盈利能力。”

讓我給您 30 秒，不超過 60 秒，了解 VCP 是什麼，以防您正在聆聽並且您是新成員並且您還沒有聽到我談論這個。VCP 是我所教一切的基礎。如果你沒有做對，你在 BNI 中做的任何其他事情都不會奏效。VCP 代表知名度、可信度和盈利能力。

你首先必須在社區中有知名。這就是人們知道你是誰和你做什麼的時候。隨著時間的推移，你建立了信譽。信譽是當人們知道你是誰，你做什麼，他們知道你很擅長。只有這樣，你才能盈利。人們知道你是誰，你做什麼，你擅長於此，他們願意在持續互惠的基礎上向你引薦。

現在需要注意的是，這是一個引薦過程，而不是一個銷售過程。當我問觀眾，“你和你的客戶在哪裡？”他們幾乎總是說，“我在盈利，因為他們是我的客戶。”

不對。完全不正確，因為這是一個引薦過程。你的大多數客戶都給你引薦了嗎？多數人會誠實地說不，而不是大多數人。

你只會對自己的客戶有信譽，因為這是一個引薦過程，而不是一個銷售過程。

好吧。您剛剛上了一分鐘關於 VCP 流程的課程。我想說的是VCP不是公式。VCP 不是公式。這是一個過程。VCP 是一個連續體。過程是指向某個目的的一系列系統操作。一個連續的動作或操作或一系列的變化。

這與公式不同。要知道，一加二等於三。那麼，在VCP中，即使是數學公式，也不是公式。一加二等於三。不，實際上，對於 VCP，如果它是一個數學公式，它更像是一加二等於 10，因為當您獲得盈利能力時，時間的投資回報才會真正發揮作用。

這不是關於知名度，然後新增可信度。然後，當你新增可信度時，你就會獲得利潤。這樣不行。你可以有很高的知名度和可信度，但最終沒有盈利能力。

比如，你的客戶，就像我們說的。你對你的客戶有知名度。你對你的客戶有信譽。如果你沒有信譽，他們就不會購買你的產品或服務。然而，他們中的許多人沒有給你引薦。

因此，如果它是一個數學公式，並且您通過知名度和可信度確定它，那麼人們會假設您絕對具有盈利能力，但它不會那樣工作，相反，它是一個連續體。你必須穿過知名度。你必須通過信譽。只有這樣，您才能獲得盈利，從而創造業務。

因此，將 VCP 視為您正在工作的連續體，而不是一個數學公式，如果您執行所有這些操作，您將神奇地獲得盈利能力。那有意義嗎？

Priscilla:

是的，這是有道理的。你可能需要通過鼓勵他人或要求他人引薦來刺激盈利能力。

Ivan:

你覺得呢？！絕對是！你完全正確！所以，當你處於信譽之中時，當人們開始要求引薦，而他們只是作為知名度的時候，這才是真正的問題所在。當人們說問一個問題從來都沒有壞處時，我會發瘋，對吧？錯。事實上，在你獲得任何信譽之前，當你要求一個引薦人的時候，問一個問題是很痛苦的。

所以，是的，你是對的。當您有信譽時，您會要求這些引薦，這就是導致盈利的原因。但是你不能僅僅假設當你有知名度並且你有可信度時，它就等於盈利。它沒有。

這是一個小問題。儘管這是一個小問題，但我認為它具有重大影響，因為我認為人們開始得到這樣的印象，即如果他們只有 V 然後他們到達 C，他們將自動獲得盈利能力。

你剛才說的是對的。您必須實際做一些事情才能使其盈利。

Priscilla:

對，這也是我希望我們在未來的播客中會涉及到的關於如何獎勵引薦人的內容。

Ivan:

這是個很好的話題。讓我們在即將到來的一個主題上這樣做。我想你是在讀了《世界上最著名的行銷秘訣》之後才想到這個主意的。你看到我在談論這個話題。

Priscilla:

是的。我認為它非常適合這個播客。

Ivan:

好吧。我們會把它放在未來的播客中，我保證。

Priscilla:

Okay, 太好了

Ivan:

好吧。所以，那些正在談論VCP的人，請記住它是一個連續體。通過努力，V會導致C，通過努力，會導致P的盈利能力。它不是V+C=P。好了，今天就講到這裡。

Priscilla:

好的。非常感謝你，Misner博士。我想本週就到此為止。我只想提醒各位聽眾，這個播客是由NetworkingNow.com帶來的，它是網絡下載工具的領先網站。非常感謝您的收聽。我是Priscilla Rice，我們希望你下週能加入我們，收聽另一集激動人心的BNI官方播客。

Episode 708: V + C Does Not Equal P (Classic Podcast)

May 26, 2021 by Ivan Misner 4 Comments

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This is a rebroadcast of Episode 420.

Synopsis

Lately Dr. Misner has seen a lot of people who have been using VCP like it’s a formula: Visibility + Credibility = Profitability.

VCP is a referral process, not a sales process. If the majority of your clients aren’t giving you referrals, then you are only at Credibility with your clients, not at Profitability. It’s possible that you can have a lot of Visibility and a lot of Credibility, but NOT have Profitability. Rather than a formula, VCP is a continuum.

Once you achieve Credibility (and not before), you have to start asking for referrals in order to achieve Profitability. Profitability does not result automatically from Visibility and Profitability.

The Official BNI Podcast is sponsored by Misner Audio Programs.

Complete Transcript of Episode 708

Priscilla:
Hello everyone and welcome back to The Official BNI Podcast, brought to you by NetworkingNow.com, which is the leading site on the net for networking downloadables. I am Priscilla Rice, and I am coming to you from Live Oak Recording Studio in Berkeley, California. I am joined on the phone today by the Founder and the Chief Visionary Officer of BNI, Dr. Ivan Misner. Hello, Ivan. How are you today?

Ivan:
I am doing great, Priscilla. I have, I think, an interesting topic for today.

Priscilla:
Yeah. What does that mean?

Ivan:
V+C does not equal P. It is about the VCP process. Before you go, oh gosh, Ivan is talking about VCP, hear me out. I have been seeing a lot of people- members and Director Consultants who have been using VCP like it is a formula. “Visibility plus credibility equals profitability.”

Let me give you 30 seconds, no more than 60 seconds, of what VCP is just in case you are listening and you are new member and you haven’t heard me talk about this. VCP is the foundation of everything that I teach. If you don’t get this right, nothing else you do in BNI will work. VCP stands for visibility, credibility, and profitability.

You first have to be visible in the community. That is when people know who you are and what you do. Over time, you establish credibility. Credibility is when people know who you are, what you do, and they know that you are good at it. And then and only then can you get to profitability. People know who you are, what you do, that you are good at it, and they are willing to pass you referrals on an ongoing reciprocal basis.

Now it is important to note that it is a referral process, not a sales process. When I ask audiences, “Where are you with your clients?” They almost always say, ” I am at profitability because they are my clients.”

Not true. Not true at all because it is a referral process. Are the majority of your clients giving you referrals? Most people will be honest and say no, not a majority of them.

Well, you are only at credibility with your own clients because this is a referral process, not a sales process.

Alright. You have just gotten a one-minute lesson on the VCP process. What I want to talk about is the fact that VCP is not a formula. VCP is not a formula. It is a process. VCP is a continuum. A process is a systematic series of actions that are directed to some end. A continuous action or operation or a series of changes.

That is different from a formula. You know, one plus two equals three. Well, in VCP, even if it were a mathematical formula, that wouldn’t be the formula. One plus two equals three. No, actually, with VCP, if it were a mathematical formula, it would be more like one plus two equals 10 because the return on investment of time really kicks in when you get to the profitability.

It is not about visibility and then adding credibility. And then when you add credibility, you get profitability. It doesn’t work that way. You can have a lot visibility and a lot of credibility and have no profitability at the end of that.

For example, your clients, just as we were saying. You have visibility with your clients. You have credibility with your clients. They wouldn’t be buying your products or services if you didn’t have credibility. Yet, many of them aren’t giving you referrals.

So if it were a mathematical formula and you nailed it with visibility and nailed it with credibility, one would assume then that you would absolutely have profitability and it doesn’t work that way, Instead, it is a continuum. You have to move through visibility. You have to move through credibility. And only then can you get into profitability, where you are generating business.

So look at VCP as a continuum that you are working through, not a mathematical formula that if you do all of these, you are going to magically have profitability. Does that make sense?

Priscilla:
Yes, it makes sense. And you might have to stimulate profitability by encouraging people or asking people for referrals.

Ivan:
Do you think?! Absolutely! You are absolutely correct! So while you are in credibility, where it really goes wrong is when people start asking for the referral and they are only as visibility. It drives me crazy when people say that it never hurts to ask, right? Wrong. It does hurt to ask, actually, when you are asking for a referral before you are at any kind of credibility.

So, yeah, you are right. You ask for those referrals when you are at credibility and that is what leads to the profitability. But you can’t just assume that when you have visibility and you have credibility that it equals profitability. It doesn’t.

It’s a minor point. Even though it is a minor point, I think it has significant impact because I think people are starting to get the impression that if they just have V and then they get to C, that it is automatic that they will get profitability.

What you just said is correct. You have to actually do some things to move it into profitability.

Priscilla:
Right, which is what I hope we will cover in a future podcast about how to reward referrals.

Ivan:
That is a great topic. Let’s do that on one of the upcoming topics. I think you came up with that idea having read World’s Best Known Marketing Secret. You saw me talking about that.

Priscilla:
Yeah. I think it fits in with this podcast really well.

Ivan:
Alright. We will put it in a future podcast, I promise.

Priscilla:
Okay, great.

Ivan:
Alright. So those of you who are talking about VCP, remember it is a continuum. V with effort leads to C and with effort, that leads to P for profitability. It is not V+C=P. Alright, that is it for today.

Priscilla:
Okay. Thank you so much, Dr. Misner. I think that is it for this week. I would just like to remind you, the listeners, that this podcast has been brought to you by NetworkingNow.com, which is the leading site on the net for networking downloadables. Thank you so much for listening. This is Priscilla Rice and we hope you will join us next week for another exciting episode of The Official BNI Podcast.

https://www.bnipodcast.com/2021/05/26/episode-708-v-c-does-not-equal-p-classic-podcast/