Art of Networking
Grow BNI through Cross-Cultural Strategic Alliances
By Stacia Robinson, BNI Cross Cultural Council Chairman

What diverse business groups are in your region?

The Cross Cultural Council has wanted to establish a national and international strategic alliance with organizations like the Hispanic Chamber of Commerce, which would complement BNI Membership. Here's why you should take an interest.

What is the purpose of developing diverse strategic alliances?

Nine years ago, BNI purposefully chose to address the apparent international syndrome: Most chapters appear to be very homogenous and not reflect the larger business community. BNI formally established the BNI Cross-Cultural Council to address that. The purpose is to increase the number of representative strategic alliances, clients, and employees of diverse cultures to expand profit opportunities for members. In short, regions, chapters, and member business owners increase market penetration by developing key relationships and forming alliances with all segments of their business community.

Where do you start?

First, identify organizations and key people in your region to build relationships with within these diverse communities. Second, through these local contacts, identify and develop relationships that lead to key people in these organizations. Then introduce them to your executive director for BNI to develop the relationships at a national & international level.

To this end, the local director should identify organizations to open doors between BNI and these organizations, looking for speaking engagements.

The makeup of the local business community can be researched through your local Chamber of Commerce and the Census web site. The State Office of Economic Development is also a good resource. Members of chapters in various diverse communities that have a strong mix of cultures are also great sources.

The Cross Cultural Council has established strategies to accomplish the goal of forming more strategic alliances. They are:

1. Find out demographics of the businesses in your region.
2. Build a list of representatives from all business markets.
3. Ask for referrals from your network for personal introductions.
4. Include target businesses in your marketing plan.
5. Make employees and strategic alliances aware of your initiative.

Who do you know from the Hispanic Chamber of Commerce?

We're looking for regions that want to be part of a local pilot program with the Hispanic Chamber of Commerce. The alliance will be local first and, ideally, national after success is measured. Please contact me if you're interested in participating or if you can make an introduction. I look forward to hearing from you!

To contact Stacia Robinson, e-mail her at stacia@bni.com.