Category Exclusivity in BNI
When you join BNI you choose (with the help of the membership committee) a category so you don’t have to compete with another member for referrals.
This has meant that members sometimes choose a broad a category as possible thinking it will protect their “turf” and increase referrals, perhaps mixed in with a Kiwi “can do” mentality.
But can we learn something from fishermen?
What does BNI have in common with fishing?
Commercial fishermen know they have to choose the right type and size of net with the right size holes and put it in the right place to catch the species (specialty) of fish to make money from taking the boat out. If the net is too large, the crew and boat can’t cope and they will destroy the fishery for themselves and others, if the holes are too small, they catch a fish they don’t want, if the holes are too big, the fish they are after will escape.
Often multiple boats are fishing in the same area, but they are fishing for completely different species with different nets so there’s definitely room for multiple boats in the same area. If burley is what attracts the fish you want to catch, wouldn’t it be helpful if other fishermen were also adding more burley to the same area?
Skilled recreational fishermen know where to fish, what type of rod, hook and bait is needed to get that fish they want. They don’t just try and catch anything and everything and they throw back what isn’t legal or edible. And most often they will fish with others because it is more fun.
So how does that relate to BNI.
If you choose your category specifically to match what you are really fishing for and let others fish for the fish they really want, alongside you in the same ocean, you will get more referrals and have more fun as part of a team.
Otherwise you will fish alone!
Specialists make more money
People who really specialise and become very good at what they do, command a premium.
A great example is a General Practitioner compared with a Brain Surgeon.
How to choose your Specialty or Niche.
In BNI choose your niche by asking for referrals for
1. What you, yourself, do every day. (you are most likely good at it and members know you, not other people in your company)
2. What you love doing (If you do what you love, you’ll never work a day in your life…. Marc Anthony….)
3. What you make money at (be profitable)
No one can “specialise” in more than one thing, it’s a contradiction in terms.
If you truly specialise you will make more money and have more fun and allow a team (hub) around you that will give you the fish they don’t want. Cast your net too wide and you will fish alone.
