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INSIDEHarry’s a ‘super sub’ . . . . . . . . . . . 2
Florist finds a rosy future . . . . . . . 3
It’s a small world with BNI . . . . . . 4
Early birdie gets referrals . . . . . . . 6
Glasgow on the net . . . . . . . . . . . 7
The art of public speaking . . . . . . . 8
Fact-finding has a big pay-off . . . . 9
Memory Hooks ‘bubbling’ over . . 10
Talking business on the Net . . . . . 11
The basis of networking . . . . . . . 12
When the wraps come offBNI’s third annualEuropean
Members’Conference in a few days time, dele-gates will find a
bigger, stronger andself-assured organisation, totallyfocused on
one objective: helpingmembers grow their businesses toincrease
their profits.
In just 12 months, BNI’s presence in the
SuccessNetBuoyant mood for Oxford conference
Plumbing new heights with BNI referrals – Page 5
An education and information bulletin for BNI members Spring
2000
UK and Ireland has almost doubled, fromjust under 100 chapters
with 2,000-plusmembers last April, to nearly 190 groupstoday, whose
combined membership is wellover 4,000.
Even more significant is the volume ofadditional business won
last year by thosemembers through their weekly breakfastmeetings –
up from £10 million in 1998 toover £30 million in 1999, and
expected totop £50 million by the end of this year!
european edition
Kenilworth Chapter member LoisSparling (above) has plenty to
smileabout as she flags up her latest suc-cess – seeing thousands
of would-betourists flocking to her new web site.And she claims:
“It’s all thanks to BNI.”
Lois reckons that BNI is her mainmarketing tool and provides the
breadand butter of her business, EmphasisGraphic and Internet
Design.
Her new venture is a web site –
www.leamington-spa.com – set up withlocal traders and tourist
bosses to cashin on the town’s re-branding as “TheFashionable
Experience”.
The site is attracting 1,000 ‘hits’ a dayfrom visitors as far
afield as Japan,Scandinavia and Australia who prefer toplan their
trips in advance. Lois saysjoining BNI is the best thing she
everdid and recommends it as the “greatestmarketing tool on the
market”. ■
Against that backdrop, the theme of thisyear’s conference,
“Marketing for theMillennium: How to get more benefit bybeing in a
top chapter” is designed toinspire all BNI chapters to emulate the
dra-matic progress of the best-performingchapters. Sponsored by
SapphireComputing and Consulting Ltd, theConference takes place on
Saturday, 15thApril at the Oxford Belfry Hotel, nearThame, just off
the M40. Delegates travel-ling from the south should leave
atJunction 7, while those from the northneed to leave the M40 at
Junction 8A.
National Director Martin Lawson said:“People join BNI for one
reason: tobecome more profitable, and the way theymaximise their
business potential is to bean active member of a thriving
chapter.
“Those who belong to a busy, enthusias-tic group – of which we
have many – willget far more from their membership thanothers whose
chapter is just ticking over.
“All the evidence shows that the numberof new business referrals
passed around thebreakfast table increases dramatically –and far
out of proportion – when a partic-ular chapter nears its capacity
40-strong
Lois waves the flag for BNI
CONTINUED ON PAGE 2
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2 SuccessNet, April 2000
SuccessNet
Stud farmer Harry Robertson has become something of a talking
point inBNI’s Oxfordshire chapters, for his unexpected role as a
‘super sub’ –standing in at meetings for unavoidably absent
members.Under BNI’s attendance rules, anyone who misses more than
three meetings can forfeit
their position in the chapter, but Harry has come to the rescue
of several members whosebusiness commitments might have prejudiced
their position at the breakfast table – poppingup as super sub in
the Oxford (Summertown), Thame and other neighbouring chapters.
Stud farmer Harryis a ‘super sub’
He told SuccessNet: “It started after mypartner, Maggie Sorensen
(retiring ChapterDirector at Summertown) invited me toattend a
meeting at Thame. In chatting tomembers, I discovered some had
difficulty infinding the occasional willing substitute.
“I offered to help them them if their ownbusiness interests
genuinely prevented theirattendance. After all, it enabled me to
meetup with local businesspeople. But I wouldnever cover for anyone
who simply wanteda morning off,” Harry added.
While he has not yet made up his mindabout joining BNI in his
own right, Harryhas found BNI very helpful in setting up hisstud
farm business.
“I needed an insurance broker, a printer, acreative designer, a
PR consultant and anembroiderer, and through Maggie I was ableto
obtain all these services through localchapters, saving me a lot of
time andworry,” he added.
His obvious reservation about joining BNIis that his services
are unlikely to be in everyday demand amongst chapter
members.“That’s why for the time being I’m happy tocontinue helping
in the best way I can – as asuper sub! ■
membership under dynamic leadership.“So our main aim at this
month’s con-
ference is to show all delegates how theycan bring the business
performance oftheir own groups up to that of our verybest
chapters.”
As SuccessNet went to print, only a lim-ited number of
conference ticketsremained available. Anyone still hoping toattend
should call the conference organis-ers, Gavin Bain or Beverley
Blandford on01753 860301 without delay, for anupdate on
availability.
Gavin said: “Last year’s event wasdeemed a huge success by the
250 dele-gates who took part and it is a sign ofBNI’s growth that
we will have substan-tially more participants at this year’s
con-ference.
“Quite apart from its educational pur-pose – teaching members
how to be moresuccessful in business – the event is prob-ably the
best opportunity in the entireyear for delegates to network with
otherlike-minded businesspeople. A tremen-dous amount of business
has its startingpoint at the annual conference.” ■
From Page 1
Sponsorshipis a real gemfor Sapphire!
This year’s conference is being sponsoredby Kenilworth Chapter
member SapphireComputing and Consulting Ltd, whosefounder Mike
Farmer sees it as a ‘jewel’ ofan opportunity to promote his
company’senterprising software solutions.
Mike and his son Jason, anotherSapphire director, have a stand
at the con-ference and will use their ten-minute slotin the agenda
to highlight their computersolutions services – one of which is a
topi-cal software programme called ‘BigNumber Inquisitor’, which
will detect ‘old’BT telephone numbers in any PC-baseddatabase with
ODBC capability – such asSage and Pegasus – and automaticallyupdate
them with the new dialling codesand numbers taking effect this
month.
Sapphire, which has a strong reputationfor creative software
solutions and IT con-sultancy services, is one of the first
busi-nesses to sponsor a major BNI event.
Mike, a member (and founding chapterdirector) of the Kenilworth
Chapter said:“We’re delighted to be sponsoring thisyear’s
conference, having found last year’sevent extremely useful.”
Sapphire can be contacted on 01926779700. ■
Buoyant mood for conference
One conferenceis not enoughfor the Irish!
Not to be outshone by their UK col-leagues, BNI’s Irish
directors have againorganised their own ‘back to back’annual
members’ conference – takingplace in Dublin on Sunday, 16th
April,just hours after the European confer-ence ends in
Oxfordshire!
With around 100 delegates expectedto attend the all-day session
in Dublin’sGreen Isle Hotel, arranging travelitineraries proved one
of the biggesttasks for joint organisers Mort Murphyand Patrick
Guiden, both of whom willbe spending the previous days
inOxfordshire at the European confer-ence.
“We’ll be dashing to Heathrowtowards the end of the European
event,and going straight to the Dublin venueto carry out a last
minute check on ourarrangements. Neither the Irish dele-gates who
attend the Oxford confer-ence, nor the Irish conference organis-ers
will expect to get much sleep beforewe kick off our session on the
Sunday,”said Patrick. “But no-one will becomplaining!” ■
‘HARRY’S GIRL’: Harry’s prize mare.
If you don’t ask,you don’t get!
There’s nothing wrong with being specificwhen it comes to
telling chapter colleagueswhat sort of referrals you want.
ColinLarter, new Chapter Director at Ashford,Kent, did just this
and was rewarded witha potentially lucrative piece of business.
Colin, who runs a specialist recruitmentconsultancy, ASP, had
encountered problemsin trying to ‘break into’ a major ICI
sub-sidiary whom he knew was experiencing dif-ficulties in
recruiting accountancy staff. “Thecompany had an agreement with a
nationalagency and weren’t keen to talk to me,” hesaid. “So I
thought, if you don’t ask, youdon’t get. I took a deep breath and
askedchapter colleagues for a specific referral intothis company.
To my surprise, a fellow mem-ber announced that he acted as their
accoun-tant, and another member’s wife turned outto be their
training manager.
“Eureka! I had an appointment arrangedtwo days later and, as a
result, I now havethe opportunity to recruit for the com-pany,”
Colin added. ■
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SuccessNet, April 2000 3
SuccessNet
side of BNI. It was also just what I neededto increase my
awareness of how busi-nesses operate these days,” she said.
One key development has been launch-ing the family business onto
the Internet,with a little help from fellow member, website
consultant James Bartlett of Level 5 –On-Line Solutions.
“Not too many florists advertise on theInternet,” said James,
“but I think it will
Florist finds rosyfuture on the net
be the ideal medium for Rosemary’s busi-ness, especially since
she has tremendousenergy and a rare appetite for utilisingmodern
technology to help her business.
“Most people of her generation don’teven want to understand the
Internet, andchoose to run in the opposite direction.”
Small wonder then that Rosemary’s newmemory hook is: “When
flowers are sentto Mars, they’ll be ours.” ■
Florist Rosemary Halliday is liv-ing proof that when it comes
tothe tough world of business, it’snever too late to learn!
Her old-established family business hasreally started to blossom
since she joinedBNI six months ago and now she’s proudlyboasting
about becoming a “dot.com” asher services go onto the world wide
web.
A member of central London’s St James’Chapter, Rosemary and her
sister Joanhave been in the floristry and landscapegardening
business for over 25 years, sup-plying the rich, famous and
not-so-famouswith magnificent blooms and bouquetsfrom their
‘landmark’ shop in Belgravia’sprestigious Holkin Arcade.
“Dad bought us the shop and we’ve beenhere ever since,” said
Rosemary, who isproud of their achievements which includeprizes at
the Hampton Court Flower Showand for bridal work, and exhibitions
at theChelsea Flower Show and Olympia.
While their horticultural talents arewidely recognised, Rosemary
concededthat business had started to take a dive lastyear. “I knew
I needed to try some moremodern methods to give it a boost, but
Iwasn’t sure what or how.
“Around that time, I came into contactwith a lady (Associate
Director MelanieCurle), who kept calling me up to tell meabout this
organisation called BNI, andsuggesting I should join.
“To be quite honest I only agreed to goalong to a meeting to
stop her badgeringme, but now I’m really glad I did!”
Rosemary became one of her chapter’score group members and soon
found thatBNI was not only an excellent source of newbusiness, but
effectively a new lease of life.
“I have to admit that business soonstarted to increase and after
a few meetingsI began to thoroughly enjoyed the social
While many members, if they’re honest,quietly assess their
membership in terms offinancial gain, painter and decorator
MickKeeley uses a different yardstick to endorsehis decision to
join BNI.
Since joining Slough Chapter just a yearago his work has almost
doubled. He’sgone from a one-man-band to taking onanother employee
and he’s currently look-ing to recruit a third tradesman!
Mick told Successnet: “It’s not just theincrease in revenue that
makes it worth-while.
“It’s really exciting to watch my businessexpanding so rapidly.
I had a referral onmy first morning as a visitor and it has
alltaken off since then.
“In monetary terms it has been worthabout £15,000 to me in the
past 12months, which is absolutely brilliant! BNIhas transformed my
small business inbarely a year, and the opportunities forfurther
growth are considerable.” ■
Small businessis transformed
ON-LINE: James Bartlett helps Rosemary get set up for the
Internet. PICTURE: PETER GRANT
A brilliant business idea struck drivinginstructor Ger Silke as
he was guiding hisstudent motorists around the highwaysand byways
of County Cork: Why notproduce a driving test video to help peo-ple
understand what is required in orderto pass their test?
The idea had particular merit for Ger,a member of the An Gallimh
Chapter,because the cost of local driving lessons(around I£20 per
session) coupled withthe fact that, on average, learner driversin
Ireland take no more than five or sixlessons in a lifetime, meant
the averageBNI referral he received was a modestI£100.
“While I thought it could work very
well, I had no idea how to go about mak-ing such a video, so I
put the whole thingout of my head.
“Then one morning, a visitor to ourchapter meeting introduced
herself asworking for a corporate TV company.
“I mentioned my idea to her, she wasvery keen and now plans are
at anadvanced stage for the video to be made,with the help of the
Irish government,”said Ger.
The couple hope to distribute the fin-ished product countrywide
at a cost ofabout I£15 each.
“Last year, a booklet on the driving testin Ireland sold over
70,000 copies, so weare hoping for big things from a video.”
Ger’s ‘L’ of an ideameets its maker
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4 SuccessNet, April 2000
BNI International
WORLD TOUR: Peter Reeves is pictured in Sun City during his
travels
Around-the-world tripprompted by a mid-life crisishas given
retiring TunbridgeWells Chapter Director, Peter Reeves,more than
just a personal tonic.
He picked up some useful tips for hisBNI colleagues – and
several new businessideas for himself – after visiting
otherchapters on three continents!
Wanting to ‘recharge his batteries’, aswell as look up old
friends and places hehad visited and worked in during the past24
years, Peter organised a five-weekworld tour, taking in South
Africa,Australia and America.
“I decided it would be a wasted opportu-nity if I did not meet
up with local BNImembers,” he said. “It was a good deci-sion,
because being able to visit some verydifferent chapters and chat
with members,gave me a better insight into the way BNIworks in
contrasting business cultures.”
Peter’s first stop was Cape Town wherehe met Mike Levine, BNI’s
NationalDirector in South Africa, and went to theNewlands Chapter
breakfast meeting inthe city. “I remember it well, because
thatnight England’s cricketers lost to SouthAfrica night by one
run.”
His compensation was picking up a tipfor finding new people to
invite to chaptervisitor days. “They told me to think ofFROGS –
Friends and family, Recreationalacquaintances, ccupational
colleagues,Geographical (the people you know fromthe same area) and
Social. I’m told it works,so I’ll be trying it on my
colleagues.”
The next port of call was Sydney, wherehe spoke with Australia’s
NationalDirector Ian Pendlebury, and attended ameeting of the
Drummoyne Chapter, fourmiles from the city’s main business
district.
“It had only 15 members, but it was avibrant group. We Brits
tend to think of ourAustralian counterparts as being very laidback,
but Sydney is a dynamic city and thebreakfast was business-like as
well as jocu-lar,” said Peter. “It was a good balance.”
From New South Wales it was on toNorth America where he visited
LosAngeles chapters and BNI’s headquarters,meeting Founder Dr Ivan
Misner.
“I found a treasure trove of good busi-ness ideas, with lots of
audio tapes andbooks full of valuable marketing tips. Ivankindly
gave me various materials, includinga copy of his latest book,” he
added.
“Ivan was very impressed with the wayBNI has developed in the
UK, and his feel-ings were echoed in every continent I vis-ited,
where people seemed envious of ourprogress.
“For once, I think we are teaching ouroverseas colleagues a
thing or two aboutbusiness dynamics.”
Back home, Peter has the good fortuneto love his work, running
an outdoor pur-suits and corporate entertainments com-pany. He
reckons his business has bene-fited to the tune of up to £20,000 a
yearfrom BNI membership. “Not bad for a£300 subscription, is
it?”
Peter can be contacted on 01580-879614or website at:
www.arena-pursuits.com ■
LLaawwssoonnss’’LLoorree
BNI National Directors MARTIN& GILLIAN LAWSON write…
With our third Europeanmembers’ conferenceabout to take
place,there is a welcome new ambienceof maturity and growing
sophistica-tion around the organisation.
As we approach some key milestonesin BNI’s UK development – with
our200th chapter and 5,000th member notfar distant – perhaps it
should not be sur-prising that we are ‘coming of age’, andthat the
organisation has established asatisfying momentum of its
own,reflected in the fact that BNI is now rep-resented in most
parts of the UK.
What is however both surprising andencouraging, is the pace at
which wehave grown BNI in the UK and Ireland.For instance, we can
recall the first mem-bers’ conference we held just two shortyears
ago in Ealing. At that time, we werejust over a year old and had
barely 1,000members, some 100-plus of whom tookpart in the West
London event – hearingBNI’s Founder Ivan Misner predict abright
future for the organisation inEurope.
He was undoubtedly right, but wedon’t think even the greatest
optimistcould have foreseen how far we wouldtake BNI in three years
– to the point,today, where we are staging a major con-ference,
attended by up to 400 of themost entrepreneurial businessmen
andwomen from across Britain and Ireland,meeting to learn how they
can maketheir businesses even more successful.
But of course it takes more than justbig numbers to make an
organisationinherently strong. It requires the sus-tained
education, understanding, com-mitment and practical effort of its
mem-bers, and these are the qualities, whichhave begun to stand BNI
head and shoul-ders above the rest.
As you read through this issue ofSuccessNet, you will come
across manyencouraging examples of how membershave been able to use
the resources ofBNI to make a real difference to theirbusinesses –
and how in turn, they havebeen able to contribute to the growthand
success of their chapter colleagues’business activities. Suddenly,
BNI is ‘mak-ing sense’ to a great number of peopleand, as those of
you attending thismonth’s conference will be reminded,membership is
to be prized and valued.
It’s such a smallworld with BNI
-
SuccessNet, April 2000 5
Around the Chapters
New arrivals to BNI are fre-quently told to expect refer-rals
from the most unlikelyquarters around the breakfast table.
And, to prove the point, plumber HiltonStoch has just landed his
Chapter accoun-tant colleague Andrew Rhodes with a mostlucrative
piece of new business!
Hilton, a member of the StanmoreChapter, was carrying out a
kitchen sinkreplacement in a North-West Londonstockbroker-belt
home, when he heard hiscustomer – a wealthy businessman –
com-plaining bitterly about the performance ofhis accountant.
“Whenever I think the occasion is right,I always leave my BNI
business cardholder lying around on jobs, and invite mycustomers to
help themselves to whatevercards they think they might use. This
chaptook a handful of cards, includingAndrew’s, and I thought no
more about itat the time.
“Shortly afterwards, Andrew told mehe’d had a call from my
customer, invitinghim to look at his company’s books.”Hilton
recalled.
“I knew my customer was a big busi-nessman, but I had no idea
that Andrewwould be able to help him to such adegree. It turned out
to be a pretty usefulreferral.”
In fact, Andrew was quickly able toaddress the business’s
accounting prob-lems, saving the company an estimated£1million on
its taxation and payrolladministration costs, and earning what
hedescribed as “very substantial fees” for hisown practice, Sobell
Rhodes.
Andrew told SuccessNet: “Hilton is avery energetic and aware
member of ourBNI chapter, but in all honesty I neveranticipated an
occasion when he wouldgenerate such a significant referral for
mybusiness.
“It just proves what we are always told,that new business is
referred to us from themost unexpected sources. In fact, BNImembers
have done us proud, bringing usaround £250,000 worth of additional
busi-ness in less than two years.”
Meanwhile Hilton, who after barely ayear in BNI has already won
a ‘notablenetworker’ award for his countless refer-rals to
colleagues, takes it all in his stride.
“I’ve probably generated business worthseveral hundred thousand
pounds for mycolleagues, because my customers alwayslike the fact
that I can recommend otherspecialists at first hand.
“But it works both ways. I now get upto a third of my own
business income as adirect result of referrals from my
chaptercolleagues.” ■
The start of April saw the introduction ofnew leadership teams
in BNI chaptersthroughout the world – following the mostintensive
training sessions ever held!
In Ireland and the UK alone, some 550members each received five
hours trainingfrom BNI’s national or regional directorslast month
before taking up their variousnew duties as chapter directors,
member-ship co-ordinators and secretary/treasurers.
“With over 180 chapters changing theirleadership teams twice a
year, the amountof training we provide is vast, but neces-sary,”
said National Director GillianLawson.
“The keys to BNI’s business success is
training and education, which is why weinvest so much time and
energy in theseareas.
“In total, we reckon that our new UKand Irish leadership teams
will havereceived a staggering total of 2,750 manhours of business
training!”
Congratulating the outgoing leadershipteams, Gillian added:
“Running a chapteris hard work but it becomes easier as thegroup
grows in numbers and success. Ouroutgoing leadership teams have
done aremarkable job in helping to consolidatesome highly
successful chapters. Seeingyour members gaining additional
businessmakes all the hard work worth while.” ■
WWiinnnneerrssooffff ttoo
tthheeCCaalliiffoorrnniiaassuunnsshhiinnee!!EEight members from
Ireland andthe UK were packing theirbags in readiness for the trip
ofa lifetime as SuccessNet went topress - winners of BNI’s first
everEuropean membership drive prizedraw.
Some 27 chapters fulfilled the mini-mum qualification
requirement of bring-ing no fewer than six new members intotheir
groups during the three month cam-paign which ended last December,
withthe result that the lucky eight and theirpartners are jetting
off on a four-dayaction-packed trip to San Francisco aftertheir
names were pulled from the hat in aseries of regional draws last
Christmas.
California-bound are: Alan Solomons(Harrow Chapter); Elizabeth
Hodgson(Eastbourne); Aine Walsh (An Gaillimh,Galway); John Shaw
(Treaty, nearLimerick); Nigel Dixon (Witney, Oxon);John Thomsett
(Huntingdon,Cambridgeshire); Tony Stuart (Royal Spa,Leamington) and
Terri Jackman(Altrincham, Cheshire).
For Terri, lady luck smiled twicebecause, although her name had
goneinto the original North West regionaldraw, she was initially
unsuccessful -losing out to Bolton Chapter member,dentist Mel
Rosenthal. But the SanFrancisco trip clashed with Mel’s
businesscommitments, so his loss proved to beTerri’s gain.
Executive Director Laura Hurren whoco-ordinated the membership
drive prizedraw said it had far exceeded expecta-tions. “We were
delighted with theresults, but the real winners are all thechapters
who took part, because by intro-ducing more members to their
groupsthey will have ensured that more businessreferrals are passed
at future meetings.”
The party is based at the famous HyattHotel on Fisherman’s Wharf
where mem-bers of the San Francisco Bay Chapterhave arranged an
Anglo-American net-working workshop at which the guest ofhonour
will be BNI’s Founder Dr IvanMisner.
Topping the itinerary is a six hourluxury sight-seeing tour of
the city,culminating in an hour-long helicoptertrip over San
Francisco Bay and theGolden Gate! ■
Hilton plumbsnew heightswith referrals
A heavy investment intraining and education
-
6 SuccessNet, April 2000
When Alastair Turner joinedBNI’s Edinburgh WestChapter he was
naturallyhoping his golf tour business wouldsoon start to see some
benefits. But,after six months active participation,very few
referrals had come his way.
However, help was at hand – in a mostcreative way – from Chapter
Director RoddyDalziel, who noticed Alastair’s plight andwas
determined to do something about it.
Recognising that Alastair’s client base wasalmost entirely
American and that fellowmembers did not have many contacts in
theUnited States, Roddy figured that the onlysolution was to make a
direct approach toAlastair’s market – promoting his company,Tayleur
Mayde Golf Tours – to Americansin their own homes and
workplaces.
Roddy decided to e-mail 99 of BNI’sAmerican chapter directors,
aiming to drumup referrals for Alastair. He explained thesituation
and asked the US chapter, regionaland executive directors to assist
him. Dayslater, to the amazement of chapter members,
Givers a job – in just three daysWhen Gordon Leggatt, a member
ofPaisley Premier Chapter found himselfredundant he knew just the
right people tohelp him find a job.
When colleagues in neighbouring chap-ters learned of his
misfortune – he had for-merly been employed by
Marshalls-PatternBook Manufacturers – they pulled out allthe stops
to help get him back to work asquickly as possible.
Three days was all it took! It was
Tuesday when he ‘put himself on the mar-ket’ and by the
following Friday, Gordonhad an interview organised through
JimStewart, Director of Lawprint &Stationery Ltd, and a member
of theGlasgow Alpha Chapter.
He was offered the job and gratefullyaccepted. Such is the power
of ‘GiversGain’ - even when all seems lost.
Well done Jim, and good luck with thenew job, Gordon. ■
Focus on Scotland
Roddy announced an incredible total of 15referrals for Alastair
– all from America.
Many e-mails had replies offering thenames and addresses of
American golfingenthusiasts and US-based travel agents –each of
them ideal referrals.
Alastair’s company is an inbound golftour operator specialising
in organising golf-ing trips to Scotland and Ireland, mainly
forAmericans. Because he is based inEdinburgh, he is able to assist
and adviseclients during their trips. He told Successnet:“Roddy was
genuinely concerned about myproblem and realised the potential of
theBNI network on a global scale.
“The response has been very positive andextensive. To date I
have had approximately40 contacts, each of which could result
inmultiple business considering the number ofclients each travel
agent has.
“It’s hard to believe that just six monthsago I was receiving so
few referrals, andnow I’ve got so many that my businessseems set
for success. I am really grateful toRoddy for his creative
approach.”
Donald Maclean, Executive Director forSouth and East Scotland
said: “I was reallyproud of Roddy. He has been an outstand-ing
Chapter Director. He is always willingto go the extra mile – or in
this case, 6,000miles – to help his chapter members.” ■
GOLF TOUR SPECIALISTS: Alastair is pictured with his father
Donald.
CoatbridgeCavaliers
When Glasgow’s Coatbridge Chapter,found itself a few members
short, theleadership decided to launch an appealto the trades and
professions from whichthey had no representative.
The local newspaper was more thanhappy to feature their request
for abutcher, a baker and a candlestick-maker(well almost)! As well
as an electrician,caterer, hairdresser, beautician, vet, car-pet
fitter, optician, dentist, chiropracterand a car sales dealer.
Producing up to 50 referrals a weekafter just nine months,
Coatbridge wasalready very successful, but the responsefrom the
feature in the Airdrie &Coatbridge Advertiser is set to
increasemembership and gain them a respectedprofile in the local
business community.
Donald McLean, Executive Director forSouth and East Scotland
told theAdvertiser: “I am delighted with theprogress made at
Coatbridge. Membershave responded to the training we gavethem and
put it into practice veryeffectively.
“Apart from the business generated bymembers, they also benefit
from thefriendship and practical support withinthe group and from
other BNI groups.
“Several members have formedalliances in order to tender for
workwhich would be beyond any one memberon his or her own.”
The group will shortly stage a Visitors’Day when the fruits of
their labours willbecome apparent. Well done, Coatbridge,and good
luck filling those vacancies. ■
Early birdie getsUS golfing referralsEarly birdie getsUS golfing
referrals
IIff yyoouu lliikkeeoouurr eeffffoorrttss
We can do the same for your business!Grosvenor Associates has
been workingwith BNI to produce SuccessNet for thepast two years,
during which time we’vemade a number of improvements to
retainmembers’ interests.
For the next (summer) issue, we plan tomake even more noticeable
changes, sowe’d like your feedback on them, just as wewelcome your
continuing contributions.
Meanwhile, if you’d like to know how lit-tle it can cost you to
have your own com-pany’s ‘SuccessNet’ – not to mention
copy-writing, speech-writing, design or mediarelations service –
call Barbara Blume orMalcolm Grosvenor on 020 8541 1121. Wethink
you’ll be pleasantly surprised.
-
SuccessNet, April 2000 7
Networking on the netGlasgow West Central is the first
Scottishchapter to launch its members’ businesseson the
Internet.
Online Computer Developments, basedin the city have created a
fully featuredweb site promoting the chapter’s members.
“We had to think of a new way ofadvertising our members to the
outside
world,” said Online’s Kevin Ashcroft, “andwe decided on a
chapter-specific web sitein preference to traditional media such
asbrochures.
“This means that members’ details canbe updated and new members
added with-out the trouble and expense of printingpaper-based
marketing materials.
“We first examined the bni.com web siteand created our own
chapter site with sim-ilar features.”
Anyone interested in checking outGlasgow West Central’s web site
can do soat http://www.gwc-bni.ic24.net, whilemembers can contact
Kevin on 0141 5641500 or E-mail at [email protected].
You never knowwhat might
happen
Focus on Scotland
Stirling Chapter’s Tanya Hine was delightedwhen she received a
referral from fellowmember Bob Jones giving her the chance topitch
for the design of a new corporate iden-tity for an Architectural
practice in Stirling.
Little did she know what would come ofit. Tanya’s graphic design
consultancy,TBDA (Scotland), took the brief and startedwork on the
designs.
What she did not expect was a phone callthe following week
inviting her to pitch for acomplete corporate identity change for
therest of the practice – comprising a muchlarger London group.
Five design companies (all from Londonexcept Tanya), pitched for
the account, andTanya was short listed in the final three.
The following week, to her delight, hercompany was awarded the
contract, provingthat, from little acorns… Well done Tanya!
Sign of some Stirling work!Two members of the Stirling chapter
in Scotland have found an artistic way to pro-mote BNI and their
chapter meetings in the hotel where they meet.
Chapter director Hugh McCrea was keen to highlight the group’s
weekly meetings atthe Terraces Hotel, so two of his members,
signwriter Elsi Duncan of D Signs, and pic-ture framer Peter
Steedman of Framed Images, put their talents together to producethe
elegant and effective sign (pictured) which now adorns a wall in
the hotel’s foyer.
Have any other chapters produced their own permanently displayed
‘meeting signs?’Let us know – and send a photograph.
SIGN HERE: Peter Steedman, Elsi Duncan and Hugh McCrea with
their sign.
Belfast readies itself for a second chapter by MayLess than
three months after launchingNorthern Ireland’s first chapter in
Belfast,BNI’s Regional Director James McCrossan isconfidently
forecasting a second group willbe up and running in the city by
May.
There are currently 24 members in thefirst group – the Lagan
Valley chapter – andalready a core group of six working on
thesecond.
“It is a very committed group whosemembers have already started
passing refer-rals,” said James. Core members include achartered
accountant, a web designer, a
signwriter and a financial advisor. Meanwhile, after a very
buoyant start,
Lagan Valley members now have the addedstimulus of a delightful
new venue, withtheir group having just moved to the beauti-ful
Malone House – a stately home with aninteresting heritage.
For Chapter Director John Heenan, a fifthcousin to the late
Cardinal Heenan, theseare busy times, since in addition to
strength-ening his group, he has been putting inmany hours a week
training for his thirdNew York marathon in November.
Mind you, SuccessNet hears that his‘training’ includes downing
substantialquantities of Guinness and pasta as he pre-pares to beat
his position last year – whenhe came home in 4,000th place out of
afield of 30,000 runners!
With over two million spectators watch-ing the race through the
five boroughs ofNew York, John reckons it’s a feast for
theadrenalin buzz and, though he’ll have otherthings on his mind –
he may even pick upthe odd referrals in his tracks. ■
HammeredEvery chapter director knows how difficultit can be to
keep members’ weekly com-mercials to their 60-second time slot,
butin Falkirk Chapter such problems are athing of the past. One
member, auctioneerDavid Manning, has presented the chapterwith an
impressive gavel complete withengraved BNI badge – and, we’re
reliablyinformed, it has already been put to gooduse. ■
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Around the Chapters
8 SuccessNet, April 2000
When it comes to public speaking and ‘selling’ our business
servicesto an audience, most of us – even though we may hate to
admit it – arereally not very good. So, whether we have only 60
seconds to get ourmessage across to our BNI colleagues over
breakfast, or we find our-selves asked to give a major presentation
to a prospective client, weowe it to ourselves, our business, and
our would-be customers toexpress ourselves clearly and
persuasively.
Last month, members of the 13 chapters in North-West London
wereinvited to participate in the first bi-monthly ‘Presentational
Skills’ train-ing course, run by Executive Directors Martin and
Gillian Lawson and,by the end of this year it is intended that most
BNI regions will havesimilar courses in place – encouraging members
to develop presenta-tional skills that will directly help them
improve their self- confidenceand business performance. In the
meantime, SuccessNet reproducesbelow, an article by BNI members
James Van Fleet and Carol Driscollwhich appeared recently in ‘The
Toastmaster’ magazine.
PPuubblliicc SSppeeaakkiinnggThere are numerous opportuni-ties
for public speaking in BNI,and your effectiveness in gen-erating
referrals for your businesscan be greatly enhanced by
youreffectiveness in communicating toyour chapter colleagues what
youdo and what type of referrals youare looking for.
You’ll present a professional, confidentimage if, when making a
speech, you resistcommitting these seven common mistakes.
BLUFFING: If you don’t have theanswer to a question, admit it
honestly andfind out the answer as soon as possible.Don’t pretend
to be knowledgeable on sub-jects where you are weak.
PROFANITY: Even mild swear words –however much they are used in
everydaylanguage – may upset some listeners. Don’ttake any
chances.
SARCASM OR RIDICULE: Again, yourisk alienating your audience for
no goodreason if you offend them, or insult groupsthey identify
with.
PATRONISING YOUR AUDIENCE:You may be an expert in one subject,
butthat doesn’t mean you should treat yourlisteners as idiots.
Respect their intelli-gence, and try to learn from their
questionsand comments.
IMPATIENCE: Does a listener ask youabout a topic you’ve already
covered? Ifso, don’t show annoyance. Repeat theinformation from a
different viewpoint,and ask if you’ve clarified the matter. Thenask
yourself if you really explained thepoint(s) clearly in the first
place.
HIDING BEHIND A LECTERN: If yourlisteners can’t see you, they’ll
find it hardto pay attention to you – especially thoseat the back
of the room. If you’re lostbehind the lectern, stand beside it
whenyou speak.
EXCUSES: Only amateurs make excusesfor themselves: “Well, I
didn’t have time toget ready for this speech... This isn’t reallymy
best subject…” Comments like thatinvite listeners to tune out. Make
sure youare prepared for your speech or presenta-tion, and exude
confidence.
Successful business speakers share certainpractices and
techniques. Among otherthings, they make it a point to entertain
aswell as inform. They also deepen andexpand the bond with their
audiencesthrough openness, sensitivity and humour.
Based on observations of successful andunsuccessful speakers,
the good ones:
Are thoroughly prepared and comfort-able with their material.
They outline theirmain points on a blackboard, slide projec-tor or
flip chart. They also make sure thatall audio-visual equipment
functionssmoothly – before they start!
Involve their audiences by solicitinganswers and information.
For example,one speaker whose subject was“Downsizing in the 90’s,”
had all the audi-ence stand up, and then sit down in stagesif they
or someone they knew had beenaffected by firings, layoffs,
take-overs,etc… Eventually the entire group wasseated.
Enhance their presentations by the cre-ative use of newspaper
cuttings, cartoons,music, appropriate quotes or (relevant)anecdotes
and experiences.
Often use self-deprecating humour to geta point across. This
allows the audience toidentify with the speaker’s foibles.
Move around the room rather thanremain fixed behind a lectern or
a table – atechnique that makes the speaker seemaccessible. Many
will greet people individ-ually as they enter the room.
Avoid boring their business audienceswith material that is
common knowledge.
As BNI members, you have over an hourof presentation, speaking
and teachingtime during the year to educate fellowmembers of your
chapter about what youdo. If you focus on representing yourself ina
professional, polished and informativemanner, you can greatly
increase yourpotential for referrals. ■
The DOsandDON’Tsof…
Matt’s 60-sec sales pitch is a big hitA BNI member who allows
himself just 60 seconds to sell his business services to
potentialcustomers reckons the one-minute discipline he picked up
at his chapter’s breakfast meet-ings is paying handsome
dividends.
Matt Hession, who runs Key Medical Supply in Los Angeles,
realised that his target cus-tomers were too busy to accommodate a
standard ‘cold’ sales call in their tight schedules.So he developed
what has proved an irresistible solution: the one-minute sales
pitch.
“When I get in to see my prospective customer I immediately take
off my watch and put itdown in front of them. They think it’s
fascinating and I gather they’re now describing me toeach other as
‘the day’s entertainment’. My customers are all independent
pharmacists towhom I sell or lease medical equipment such as
wheelchairs, and I need to be able to make15 to 20 cold calls a
day, without people saying, ‘Leave your card, and I’ll call you
back’.”
Using a carefully honed script, Matt describes his specially
tailored service for indepen-dent chemists and, after exactly 60
seconds, whether he’s finished or not, he tells them: ‘Myminute is
up so I’ll leave now because I want you to know I mean what I say.’
“They arealways impressed that I manage to pull it off and it
clearly makes an impression.”
A week later, Matt calls the prospective customers and
introduces himself as ‘the guy whodid the one minute presentation’.
Matt added: “I ask them if they’ve had chance to read thedocuments
I left with them, and just about everyone remembers me”.
Does the approach work? “Well, 90% of them end up signing
contracts with me so I guessyou could say it does,” he said. “For
me the 60 second sales pitch is a winner, and I’ve noplans to drop
it – even though I may change the script to keep customers
interested!” ■
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Around the Chapters
Peterborough Chapter member, PhilipAmps can now boast that he’s
the best inBritain after his drinks business, AmpsFine Wines,
scooped the award for ‘BestIndependent Off-Licence of the
year.’
Philip took the independent specialisttitle and was named joint
second to theoverall winner, after an hour-long exami-nation to
choose the Off Licence of theYear in a competition organised by
trademagazine Off Licence News.
And, while he admits that the familybusiness is “my hobby, my
job andextremely good fun,” he also acknowl-
edges that joining BNI eight months agohas made a difference
both to his businessapproach and profitability.
“It is an excellent environment for thegrowth of my business,
since I can accessboth wholesale and individual customersthrough my
BNI colleagues.”
He particularly enjoys the camaraderieof the Peterborough
Chapter. “There’s agreat combination of business and fun.Everyone
has a good sense of humourand because we all really enjoy the
meet-ings, we get a lot out of them. BNI hasbeen really good for my
business.” ■
‘Posh’ vintner tastessuccess nationally
SuccessNet, April 2000 9
Fact-finding visit nets£1⁄2m deal for new boyWhen Stuart Saul
wasinvited to considerbecoming a core memberof the new
Richmond-upon-Thameschapter, it was suggested he popalong to an
existing, local chapter“to see how BNI works…”
Not a person to waste time, Stuartappeared the following morning
at theweekly breakfast meeting of the Kingston-upon-Thames Chapter,
thought it looked‘very interesting’ and, after introducing
hisinvestments and venture capital businessactivities during the
60-second slot given toguests, was promptly handed two
referrals.
Some weeks later, with Stuart and hisother core group members
about to launchthe new Richmond Chapter, he is busyputting the
finishing touches to a brandnew venture in the information
technologysector which, he conservatively estimates,will be a £170m
annual turnover business,netting him personal management and
con-sultancy fees of up to £500,000.
Stuart told SuccessNet: “Having beenadvised at my very first
meeting of theRichmond core group to go along to anexisting BNI
chapter meeting, I really didnot know what to expect. When I
wasinvited to tell Kingston members about myservices, I had no idea
at all that it wouldresult in my being given two referrals.
“One of them has become an excitingprospect. I have been able to
introducesome other business expertise to theembryonic company, as
well as help withthe necessary venture capital requirements.
“The next few weeks are fairly crucial indevelopment terms but I
am hopeful thenew venture will be launched before thesummer, as a
pan-European business.”
Meanwhile, Stuart is already looking for-ward to generating
other referrals throughthe new Richmond group whose launchmeeting
takes place on 19th April.
He added: “One never likes to talk abouta particular business
venture until it is upand running, but it will be a quite
remark-able introduction to BNI if my very firstreferral results in
such good business.” ■
AWARD WINNER: Philip Amps, right, receives his award from Stan
Middleton,Wholesales Sales Director of Carlsberg-Tetley.
Cheshire is hit by the snowball effectA mild winter it may have
been, but thathasn’t stopped Cheshire being hit by thesnowball
effect – BNI style – with severalchapters launched and more on the
way.
South Cheshire was the county’s firstchapter, opening just
before Christmas withmembers coming from the Crewe and
Nantwich areas, while following close on itsheels was
Macclesfield which drew over 100business people to its February
‘kick-off’.
As a result of Macclesfield’s success, anoverflow group was
started in Wilmslow,where the core group and information meet-ings
attracted so many would-be members,
a further spin-off group was started inCongleton. Both have just
launched.
Meanwhile, a group of Chester businesspeople have formed a core
group in thecounty town. For information about anyCheshire chapter,
contact Tony Coxhill,Regional Director, on 01270 620074. ■
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10 SuccessNet, April 2000
Around the Chapters
Bubbling overwith creativity
Lisa Gannon and Jerry Slann (above) runcomplementary businesses,
just half amile apart in Newcastle-under-Lyne.Today they are doing
considerable busi-ness together, but, until BNI arrived inNorth
Staffordshire, they’d never evenheard of each other.
By coincidence, both Jerry and Lisawere directors of their
respective chap-ters, Newcastle-under-Lyne and Stoke-on-Trent,
until the end of March, and it wasthrough their leadership teamwork
thatthey first met – a few months ago – todiscover their common
business interests.
They now promote each other’s ser-vices, and are pictured at a
seminar onAsbestos which was held recently at theRoyal Institute of
British Architects – the
second such event in which both compa-nies have
participated.
Collaboration on the development ofAsbestos Permit to Work
Systems hasproved mutually beneficial to their twocompanies and the
seminars haveattracted delegates from all over thecountry, bringing
new business prospectsfor both of them.
Their next joint venture – in June – willsee them at Manchester
United’s OldTrafford Stadium, exhibiting at a seminaron asbestos
managment and proposedregulatory changes.
Jerry Slann, The Environmental Man,can be contacted on 01782
713242, or e-mailed at: [email protected] ■
Working in harmony– ‘as-best-os’ friends More join ‘black
badge’ clubTen more members have joined BNI’s exclu-sive ‘black
badge’ club, which recognisestheir success at introducing new
members –and new referrals – to their chapters.
They are: Jerry Slann (Newcastle-under-Lyne Chapter); Stephen
Amison, Stoke-on-Trent; Joe Margiotti, East Kilbride;
PatriciaO’Brien, East Cork; Peter Snell, Rochester;Peter Beck,
Braintree; Geordie Hayward,Canterbury; Rob Smith, West
Malling;Dominic Leese, Uxbridge and Alan Price,Milton Keynes.
And we mustn’t forget Jon Foster ofMaidenhead Chapter who, for
some reason,slipped through the SuccessNet when hebecame the first
in Home Counties West toreceive a black badge – two years ago!
Oh, don’t you all just lovethem… memory hooks, thatis! BNI’s
national office hasbeen inundated with contributions –from the
sublime to the, well, not sosublime – since we invited you toshow
us just how creative you arewhen it comes to making that last-ing
impression!
National Director Gillian Lawson,tasked with choosing an
outright winner toreceive a bottle of champagne in our
firstquarter’s Memory Hook Contest, waseventually persuaded by the
seductivewords of Telford Chapter member, Simon
Bromley who describes himself as ‘a smiledoctor’ – better known
as a dentist at theBridge Dental Health Centre inOakengates,
Shropshire. And his winninghook? “Come to see us for that ‘wow’
not‘oww’ experience!” Congratulations
Simon. The bubbly is on its way to you…Several other
contributions came close to
stealing it from Simon, not least thosefrom Dublin Airport
Chapter’s GrahamSmith, whose “If you’re lost for words, I’llfind
them” seemed the perfect sign-off fora public relations specialist,
and fromEdenbridge & Westerham ChapterDirector, John Durrant,
the rather risque:“It’s easier to sleep at night with a char-tered
accountant.” We don’t need to tellyou John’s profession!
This month’s wooden spoons go to AlanSargeant, an independent
financial adviserfrom Leeds, who tells breakfast colleagues:“When
you look at me, I want you tothink about haemorrhoids, because I
cansave you ‘piles’ of money on yourfinances,”and to Lynn
Ramsbottom, amember of Stirling Chapter whose com-pany manufactures
bags and packaging,who sent us this self-deprecating memoryhook:
“If you need a new bag, see the oldbag!” Lynn, it might be
memorable, but isit really how you want to be known?
Among the best of the rest were:“Florists do it by arrangement”
– Selwyn
Davidson, florist“Don’t get stitched up by other people”
– Jim Symes from Ashford & MaidstoneSewing Centres
“Taking more time than the rest, toensure you look your best” –
Brian Brown,photographer.
Thanks to everyone who sent us contri-butions, and to those who
didn’t, why nottry to win the champagne next time? Sendyour
contribution(s) to Executive EditorGillian Lawson at BNI’s head
office, GateEnd, Northwood, Middlesex, HA6 3QG,fax it to 01923
827813 or e-mail it to:[email protected]. Let’s have an even
bettercrop in June!
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SuccessNet, April 2000 11
Around the Chapters
While the Internet is rapidlyestablishing itself as a seri-ous
global marketing andsales medium, BNI members havegone a stage
further – by developinga chat room to share ideas forboosting their
business with otherentrepreneurs around the world!
The monthly sessions, conductedthrough BNI’s Yahoo chat room,
wereintroduced just over a year ago as part of amembers’
educational and business aware-ness programme, and they proved
popularfrom the start, with members able to dis-cuss specific
business problems – and solu-tions – ‘on line’ with senior BNI
directors.
“Last month’s chat attracted nearly 30participants from seven
different coun-tries,” said UK National Director MartinLawson. “We
were discussing ideas forjoint chapter activities and, as well as
hear-ing from our colleagues in the USA, thesession brought
contributions from mem-bers in Canada, Israel,
Switzerland,Malaysia, Ireland and the UK.”
With so many useful tips and ideas fornew business marketing
stemming from thechat room sessions, a summary of the keypoints
from each month’s exchange ofviews is now posted on BNI’s
website,accessible via: www.bni-europe.com, thenclicking the ‘Chat’
icon and following it tothe ‘Chat Directory’.
Martin added: “Some people might ini-tially be put off the idea
of sharing theirviews about gaining business withstrangers on the
Internet but, as ChatRoom regulars will readily testify,
theyconstantly pick up new techniques fromcolleagues around the
world and thor-oughly enjoy sharing business problemswith others
who may offer solutions.”
The sessions, hosted by UK nationaldirectors Martin and Gillian
Lawson, takeplace on the second Monday evening of
Bankingon BNI
Managers in at least one ofBritain’s big four banks arebeing
encouraged to jointheir local BNI chapters as a meansof enhancing
business relationshipswithin their local communities.
The recommendation is contained onthe ‘good ideas’ page of
Natwest’sIntranet computer network (used to keepits staff and
managers up to date on allbanking matters) and several branch
man-agers or business managers are known tohave followed up the
advice with visits totheir local BNI groups.
One such business manager is AlanNeville from Natwest’s Barnet
branchwho joined BNI’s Barnet Chapter 18months ago.
He told Successnet: “For me, BNI isabout building relationships.
It is mucheasier for a decorator or a similar trades-man to develop
quick response referralsacross the breakfast table, but when
itcomes to banking it’s a much slowerprocess. People don’t switch
banksovernight and it takes time for them tomake the change.
“However when new businesses havejoined BNI they have often
looked to mefor advice and support, and that is wherethe majority
of my referrals have comefrom.
“I’ve also found that introducing someof my clients to chapter
members hasbeen good for me in adding to my credi-bility.
“For example, I introduced one of myclients, a firm of
solicitors, to a memberwho is an accountant and who was ableto save
the solicitors £20,000 in tax, sothat enhanced my standing with
them!”
Alan is very supportive of the BNI ethicand says that although
he hasn’t yet had agreat increase in business, he has had alot of
personal fulfilment from it. ■
Making the Internet aplace to talk business
the month, from 21.00 to 22.00hrs, eachfocusing on a different
business or BNItopic. Subjects for the next four chat roomsessions
are:Monday, 10th April: Hints for newLeadership TeamsMonday, 8th
May: Sales Manager MinuteMonday, 12th June: Becoming a BusinessCard
MagnetMonday, 10th July: Conversation Starters.
The easy way to enter the Chat Room isthrough the BNI website
(www.bni-europe.com) where you will find it as anoption after
clicking on the UK. Remember,you must pre-register as a BNI/Yahoo
ChatRoom member before joining one of thesessions for the first
time. ■
Seventeen newMillennium chaptersSeventeen new chapters have
openedacross the UK since the last SuccessNetwas published –
including the first groupin Northern Ireland (see story page
7).
As SuccessNet went to press, the num-ber of UK and Irish
chapters stood at187 and, with BNI’s rapid expansionacross England
– particularly the NorthWest, and East and Central Midlands – itis
anticipated that the organisation willcelebrate the launch of its
200th chapterduring the spring, when membership isexpected to near
the 5,000 mark.
New chapters launched this year are:
Belfast Lagan Valley. Chester, Corby.Dundalk, Forest of Dean,
GlasgowClyde, Gravesend, Hastings, Haverhill,Leeds, Leicester,
Macclesfield, MiltonKeynes, Pembrook, Sunley, West Mallingand
Woodbridge. ■
The calm backdrop of one of England’soldest county cricket
grounds at seven inthe morning is a far cry from the teem-ing,
noisy streets of Kuala Lumpur – butwhat Hussein Zin found there was
morethan enough to convince him he’d madethe right decision in
quitting a top execu-tive post to join BNI.
Hussein was recently appointed BNI’sfirst National Director for
Malaysia –resigning his post as Senior MarketingDirector for Maxis
(the Malaysian equiva-lent of Vodafone) – to work alongside
UKexecutive directors Robert French andAndrew Hall who acquired the
Far Eastcountry’s franchise last year.
Until last month, Hussein had never
even seen a BNI chapter in action butthat changed dramatically
when, on afact-finding visit to the UK, he attended ameeting of the
Canterbury Chapter atKent’s county ground.
“At the meeting, 38 members passedno less than 97 referrals,”
said Robert.“So, while Hussein was brave to give up ahigh-flying
job before seeing how BNIworks, after visiting Canterbury he
wasconvinced he’d made the right decision.He aims to have his first
Malaysian chap-ter up and running by the end of April –and we
intend to be there.”
Hussein (left) is pictured at Canterburywith Robert French.
■
Hussein takes Canterbury tales to Kuala Lumpur
-
Mike was a good and activemember in his BNIChapter. Most
peoplewere surprised when he droppedout of the group only a year
afterhelping to form it.
As a financial adviser, he had beenreceiving referrals and
things seemed tobe paying off with some high qualitysales.
But, despite appearances, Mike had atotally different
perspective on the situa-tion. In talking to him, he explained
thatwhile the members all liked each otherand he believed that they
would alwayshelp each other if they could, he inexplic-ably felt
that it just wasn’t working forhim.
Yes, his business was doing well, but hedidn’t feel that had
very much to do withhis membership of BNI.
Mike then went on to describe some ofthe new clients that he’d
recentlyacquired and, oddly enough, many of theclients and
referrals he described had avery familiar ring.
As it turned out, many of these peopleand companies that he
referred to asbeing part of the basis for his burgeoningbusiness
were the very same people thathad been referred to him by the
chaptermembers throughout the previous year!
One of us called Mike to end the con-fusion over why he was
leaving but, as itturned out, the call only created
moreconfusion.
The conversation took an hour and inthe end we agreed with all
the facts, butheld dramatically different interpreta-tions.
Mike believed that:
1He had been introduced to these newclients by members of his
group or bypeople introduced to him by members ofhis group, mainly
by chance.
2He also didn’t feel the results were anyindication that a
‘system’ was at work.He clearly believed that these referralswere
basically coincidences. It was bychance that ‘so and so’ had bumped
in tosomeone who just happened to need theservices Mike could
provide, etc…
In fact, he was looking at his successfrom a position of
repeatability. His pro-fessional training required him to call
peo-ple from a defined list based on the demo-graphics he was
looking for in a client.
If he didn’t have enough business, heneeded to call more people.
The results ofhis activity were always measurable andcould always
be accounted for by theactions he took. More importantly, therewas
a well-defined ratio that Mike under-stood, relating to the number
of calls,appointments, and closed sales.
The clients he picked up from referrals,on the other hand,
always had a storyattached to them that could not berepeated,
leading him to believe the ensu-ing business was coincidental.
This misconception happens whensomeone focuses on the referral
ratherthan on the relationship that produced thereferral. This
interpretation led Mike tothe inaccurate conclusion that the
resultswere coincidental. However, it is no morecoincidental that
you receive regular andconsistent referrals from the people in
your network than it is that a fishermanwho casts a net will
catch fish.
The fisherman concentrates on hisaction of casting the net, not
on the pathof an individual fish that swims into it. Ifhe did base
his decision on that one ran-dom fish, he would quickly conclude,
asMike did – that it was coincidental.
The reason Mike focused on the referraland not the relationship
was because hedidn’t understand that building effectiveand
profitable relationships is a system. Infact, he had never been
trained on how tosystematically build mutually
profitablerelationships.
In his training as an independent finan-cial adviser, he was
taught about products,customer service, and cold calling.
When he did receive referrals, he had noidea what specific
actions he had takenthat had caused them – so he was simplythankful
for his good luck and went backto what he knew.
When it comes to networking, ‘luck’ iswhere persistence meets
opportunity.There are no coincidences about repeatreferrals. They
come from the day to dayactivities of building relationships.
Although they can’t be measured aseasily as tracking cold-call
ratios – theresults are dramatic and almost nevercoincidental.
SuccessNet is published quarterly anddistributed free of charge
by BusinessNetwork International Ltd to all mem-bers through BNI
directors and chapterdirectors.
Additional copies can be obtained bywriting to, or calling, the
BNI NationalOffice, at Gate End, Northwood,Middlesex, HA6 3QG. Tel:
+44 (0)1923-826 181; Fax: +44 (0)1923-827 813;E-mail:
[email protected]. BNI Europeanweb site: www.bni-europe.com.
EXECUTIVE EDITOR: Gillian Lawson, BNI National Director
EDITOR: Malcolm Grosvenor,Grosvenor Associates (020 8541
1121)
DESIGN & LAYOUT: Ken Sheldon,Amigo Books (01579-350
579).
Copyright © BNI 2000. All rights reserved
It’s an occurrence experienced by most chapters at some stage of
theirdevelopment; one of the group’s founders, usually someone
whoappears to be making a considerable success of his or her
membership,unexpectedly drops out of BNI. Usually, no-one bothers
to find outwhy, which is a pity because it is often based on the
individual’s mis-understanding of the business referral process. In
this article, based ona real case, ART RADTKE, Executive Director,
and IVAN MISNER, BNIFounder and Chief Executive, explain why we
need to ensure that everymember understands the basis of business
networking…
‘ACT NOW’ on follow-ups
Every BNI member should alreadyknow how important it is to
fol-low up each and every new busi-ness referral promptly,
courteouslyand professionally.
But, the following submission, receivedby SuccessNet from Jerry
Davies, a mem-ber of the Carrollwood, Tampa Chapter inFlorida,
might help remind us all how weshould go about responding to
referrals.
Jerry, who runs a training company, alsofills a regular
five-minute ‘networking edu-cation’ slot each week at her
Chapter’smeetings.
She has developed this memory-joggeron how to handle referrals,
which maystrike a chord:
A: Act on the referral within 24 hours. If you can’t, leave a
message saying when you will get back to the person.
C: Communicate with the referralcustomer and let the him/her
know if you are able to do the job within the required time frame.
If you cannot provide the required service, say so,ideally
referring them to someone else.
T: Thank both the person who gave you the referral and the
person who is the referral.
N: Never ignore a referral. Alwaysfollow up.
O: Own the referral. Take ownership so that your customer knows
you care.
W: Welcome the opportunity to discuss your business and your
skills. Behonest and follow through.
The basis of networking