During MSP training, which is our training designed to educate new members on all things BNI while refreshing long term members on why BNI works, I am often asked the following question:
“Do my chapter members have to refer business to me, because there is not much point me paying for a BNI membership if that is not the case?”
Yes the idea of BNI is that we gather groups of people (called chapters) who will grow their own business while helping others grow theirs through referrals.
However every member of BNI comes with a history and somethings in that history mean there are members of their chapter they may not use personally. For instance, I may come with an accountant I am perfectly happy using, who understands my business well and I have no reason to leave.
That is ok – however it would still be expected that I do 1-1’s with the accountant in the group and work to build the trusting relationship that is required for me to send my clients, friends and family their way.
So getting back to the question, while I understand the sentiment behind the question I have recently seen that there is a different question I need to invite members to ask.
‘What actions do I need to take to build the trusting relationships with my fellow members so they feel confident in sending business my way?”
The currency of BNI is trust and trust takes time to build.
So rather than thinking there is compulsion in a BNI chapter to give fellow members referrals purely based on their membership, lets focus more on the actions you can personally take to build those trusting relationships so your fellow members are actively looking for referrals for you.
- And it is number 1 because we know it is the key to BNI success (Ivan Misners words, not mine) do your 1-1’s. It is the quickest way to build trust, show fellow members that you are in the game for them as well as yourself and it gives you the opportunity to invite them to do a 1-1 with you. So action Numero Uno – do 1-1’s.
- Turn up – yes when you are at the meeting to hear members 60 seconds, their 10 minutes and be involved in that ever important networking before and after meetings, it tells members you take your commitments seriously. I openly tell people that I do not refer business to members who have attendance issues – if you can’t turn up to a meeting you agreed to turn up to then why would I have faith in your commitment to my valued clients, family and friends
- Give great qualified referrals. One of the mistakes new members can make is believe it is about quantity. No it is not. A great member gives referrals that require little work from the member referred because they have qualified the prospect well. It is not about numbers – I would rather you give me 3 really great referrals in 6 months than 20 useless ones I spend precious time chasing only to discover they were never in the market for what I offered to begin with.
- Be positive – I am amazed how often a member will use their precious 60 seconds for a moan or to talk about something personal. BNI is a positive business meeting and you tell me a lot about yourself by how you use that time.
- Bring visitors – every visitor you bring, before even joining, gives your fellow members an opportunity to present their business to another person who has a minimum of 250 contacts. When they join of course, we have an increased opportunity to exposure to those 250 contacts. That is the magic of large chapters of great people.
BNI is likened to farming not hunting and that is an accurate description.
It does take time to get your first referrals, particularly if you are in a high trust category.
However, if you focus on taking the actions that build trust then BNI will produce magic results.
