Networking Focuses on Giving
One of the first pieces of advice you’ll get when you
start a career or a career transition is to network. If
you’ve ever felt uncomfortable working a room – or like
me, had no idea what you were supposed to do at a conference or
after-hours event – relax. There’s hope.
I recently joined Business Networking International and have
finally found a type of networking with which I am comfortable
– and successful.
The premise of BNI is Givers Gain. Now, that sounds hopeful to me.
The problem I’ve had with networking may have been entirely
one of perspective. I didn’t like the idea of going to a
networking event that is masquerading as a social gathering. The
idea of trolling a room looking for suspects and prospects, making
essentially, cold call after cold, left me pretty, well,
antisocial. Frankly, I’d rather stay home pulling out my
fingernails with pliers.
BNI has changed that in a matter of a couple of weeks!
Networking at BNI is fun. The weekly mandatory meetings are
expressly for learning about each other’s business and
trading referrals. The focus is always on the number of referrals
given, not received. The atmosphere is positive, energetic, and
jovial. The camaraderie is immediately apparent and
lasting.
In three meetings, I’ve received three referrals. Getting
together with a BNI member or two between meetings has generated
several more. One referral is to a company with which I may be able
to partner for ongoing referrals. The only other place I’ve
received as many referrals is church, and that was over a
considerably longer time period.
BNI is an incomparable resource for professionals who need to find customers. Each group accepts only one person in each profession, so there is no competition for the same clients. That way, members feel free to share their contacts.
BNI meetings
Each meeting takes a nearly identical format, changing only with
the personalities of the group members. Members arrive early to
have coffee and do “open networking,” that is, catch up
on referrals from the week before or inform someone of a new
opportunity.
The president quiets the throng, welcomes visitors, and
introduces the Leadership Team, Membership Committee, Visitor
Hosts, Education Coordinator and Event Coordinator. S/he reads the
purpose and overview of BNI and introduces the member giving that
day’s Networking Education. This is a short presentation
instructing members on new techniques or reminding them of the
basics.
My favorite so far was my friend, Mary Beth’s. She held up
a jar of baby dill pickles and asked us if we’d heard the
pickle story. We were pretty sure we hadn’t. She told us a
tale of a little boy in a restaurant who persists in crying no
matter how many enticing sweets and snacks he is given. Finally,
after everyone has given up trying to quiet him, the wise
restaurant owner asks the boy what he wants. “I… just
want … a … pickle!” the boy haltingly sobs. From
the kitchen, a fat dill pickle appears, and peace returns to the
kingdom. The parents and all of the well-meaning onlookers learn
that instead of assuming the wants of a child (or a customer), it
always pays to ask.
Back at the meeting, BNI Network Leaders (those giving the most
referrals the week before) are announced, and the group passes the
business card box that holds all members’ cards. Members
replace their cards or take other’s cards to replace those
given away during the week while each member in turn gives a
60-second “commercial” about themselves, their
business, and the referral they need for the coming week.
The president offers visitors the chance to be introduced and
give their own commercial, if they wish.
After brief officer reports, one of the members makes a
10-minute presentation on a few areas of his or her
business.
Then, getting to the heart of the matter, members pass referrals
to one another. The goal is to give at least one referral per week
to another member. If no referral is possible, the member gives a
testimonial about another member’s business. The vice
president pulls two or three referrals from the previous
week’s pile to ensure follow-ups are being made to the
referrals. After miscellaneous announcements, the VP also draws the
door prize name from the current week’s referrals.
And off to work they go, except for the half dozen who always
seem to hang around for more coffee and chatting. These people have
also grown to be friends.
For job seekers
For people who depend on customers to make their living, this is invaluable. When they become job seekers, consider for a moment the advantages of building their network of contacts before they are needed. By the time they decide it’s time to make the next career move, they will have helped dozens of people and built trust relationships so that their group members will be happy to help them reach that next goal. However, if they improve their present level of business as much as BNI can – to the tune of $15,000 per year – they’ll never want to leave!
