How to inject a referral conversation into every meeting

by Colin Kennedy 12 November 2010

written by Colin Kennedy 12 November 2010

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When you meet somebody in business ask them: “Are you a member of BNI?” The thought of doing this may give you pause, but bear with me…

Asking somebody if they are a member of BNI is better than asking them if they have heard of BNI, because you’re assuming they haven’t and it sounds like you’re ready to sell them something.

However, when you ask somebody if they’re a member of BNI, you should get one of three responses:

No, why do you ask?
Yes, and you?
No, what’s that?

Question 1 and 3 are both opportunities to generate referrals because you can explain to them that “you are a member of BNI, you get most of your business through BNI and you were wondering if it was the same for them?”

It’s creating conversation. It’s simple, harmless and easy. Either way, it opens up a conversation about networking, referrals and BNI. With that comes the opportunity to invite a guest or generate a referral.

If the answer is “yes”, you automatically find yourself on common ground. There’s no better way to build rapport.

Try it.

Colin Kennedy is a public relations consultant, copywriter and speaker. See www.ironroad.co.nz He is also the outsource Marketing Director for BNI New Zealand and assistant director for the South Central region of BNI.

Colin Kennedy

Colin is the Marketing Director of BNI New Zealand, a director of Iron Road Ltd and a professional speaker and copywriter. While this is an outsourced function, Colin manages - at an executive level - all marketing and communication functions for BNI New Zealand. Colin is also the official spokesman for BNI New Zealand, and is responsible for building relationships with media and partners, including Hospice NZ, as well as representing BNI at all public speaking engagements (when BNI receives requests to talk at those functions). The core focus of his business is writing compelling copy for clients. Colin believes that in this era of low trust, social media and word of mouth dominance, a different approach to marketing is needed - one about conversation, relationships, engaging stories, delivering value... "We have to engage the market with compelling 'stories'; we have to influence the people who influence the customer's buying behaviour, we have to join the conversation. "People don't like to be sold to anymore. They like to shop." His business is to develop strategies for clients using compelling messages and stories for websites, email blasts, newsletters, brochures, press releases, articles etc. to increase leads, improve conversion rates and raise profile.

Finding Your Starting Point

2 comments

Malcolm Kyle 13 November 2010 - 1:14 am

Great post Colin

I’m constantly looking for ways to simply the approach to BNI for my members – and this is as straightforward as it gets.

Smart thinking.

Thank you

Malcolm

Colin 13 November 2010 - 5:51 am

Thanks Malcolm, I know of a person who uses all the time and he regularly generates business for other members.

Comments are closed.

How to inject a referral conversation into every meeting

Finding Your Starting Point

The PART TIME Networker

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2 comments