I attended an ‘end-of-year function-come-networking-event’ recently and ended up speaking to just one person the whole evening. We drank wine, ate cheese and talked marketing. The result was a high value customer.
The reason this person – a company director – became a customer, I believe, is because I took the time to get to know him instead of rushing around and collecting as many business cards as I could.
I must confess it happened more by accident than design.
Familiar with the BNI method of networking, I wasn’t comfortable with the idea of flitting about the room shaking hands and exchanging business cards. BNI teaches us that real networking only happens when we really get to know the people in our network, and become vested in helping them too.
The ‘end-of-year function-come-networking-event’ experience was a mini example of how the BNI model works. Build rapport, liking and visibility. They in turn transform into credibility and profit.
I tried it again at a couple more ‘end-of-year’ functions with good success, and I believe that this proves that ‘people don’t care until they know how much you care’.
Just because we’re attending a ‘one-off’ event means we shouldn’t throw our BNI training out the window. When you rush around collecting business cards, or flitting from person to person – yes, even in your BNI meetings – people know what you are doing. They know you are selling, and this fundamentally affects how they see you, as well as the structure of the relationship going forward.
What can we learn from this as BNI members? Only that you should treat the BNI people in your chapter the same way. Make this a year of getting to really know the people in your network. Take the time to forge some solid relationships that go beyond your morning meetings and the monthly obligatory dance.
Ask yourself: “How can I get to know each and every person in my chapter better? And what can I do as a person to help each and every person be more successful?”
An obvious example is to have a coffee (or beer) with each person in your chapter and take the opportunity to talk to them about their business. Offer them advice from your own expertise and experience (without trying to sell them). Simply share – food, drink, information, advice…
