March 2007
Art of NetworkingSettling the controversy about visitors.
A topic for debate among BNI members is whether you should pass referrals to visitors. On the surface passing referrals to visitors seems to be a perfectly logical idea. After all, we as BNI members would like to encourage visitors to join by showing them that they too can receive valuable referrals. All they have to do is join and show-up, then their business by referral expands dramatically—as if by magic.But is it in the best interest of individual BNI members and the chapter to pass referrals to visitors? Let's consider the following:
- Visitors are not accountable to the chapter.
BNI members take an oath to follow the BNI Code of Ethics, in which they promise "to provide the quality of services at the price quoted … and be truthful with the members and their referrals."
A visitor doesn't take this oath and is not accountable to the chapter membership committee, should violations occur. Further, within the context of BNI, the visitor also needn't be truthful. A visitor after all, could claim to be a licensed professional, yet in reality not be. - Visitors have not been screened.
When the membership committee checks references and professional credentials, they are safeguarding the reputation of the chapter, the members, and the BNI brand. BNI members refer to one another because they trust each other. They have also trusted that only those worthy of their trust shall be given access to the referrals they pass each week. - The Code of Ethics is meaningless to a visitor.
A visitor has no obligation to follow-up on the referrals received. Therefore, as BNI members, we may promote a visitor and regard his/her work as exceptional and professional. But if the visitor fails to follow-up, members risk damaging their reputation.
Visitors are not obligated to live up to the ethical standards of their profession. Such obligation is an expectation of membership. Is it reasonable to put your reputation at risk by passing a referral to an unscreened and potentially unknown visitor? - Visitors do not attend MSP.
One benefit of being a BNI member is the access to extremely inexpensive business training and coaching, like the Member Success Program (MSP). New members of BNI are obligated to attend MSP within 60 days of being inducted into their chapter. MSP shows members how to maximize referrals through specific actions. - Visitors do not fully understand Givers Gain.
BNI members practice the concept of "Givers Gain." It takes many members a long time to get beyond seeing BNI as a self-serving, referral machine. And to understand that by giving referrals, members build trust with one another. A visitor generally does not grasp this concept within two meetings. - Visitors do not practice follow-up communication techniques.
Visitors, because they have not been trained, would not likely use the networking portion of the meeting in the same way. Also, visitors are only allowed to attend a particular chapter twice before making a decision to join. So effective two-way communication regarding referrals passed is unlikely. - Visitors have no vested interest in the growth of the chapter.
The most successful chapters practice recruitment and screening techniques and seek to fill the chapter with qualified, motivated, and dedicated professionals. These concepts have not been fully integrated into the visitor's personal business practices. Therefore, he does not have a vested interest in helping the chapter grow. - Visitors have not paid for the privilege of receiving referrals.
Many chapters calculate the value of a seat in their chapter. That figure may run around $20,000 per membership, based on the economic value of the referrals passed. Passing referrals to a visitor may cause that number to be devalued. Just as getting a free ticket to a movie has less value to the one receiving it than if purchased, getting a "free" referral has little or no value to the visitor receiving it. - Visitors may be "professional" chapter hoppers.
As strange as it may seem, regions occasionally experience the phenomenon of chapter hoppers. These are sometimes former members who know where to find chapter meeting dates and times. They plan their visits, specifically for the opportunity to gain free referrals. Other times, they are people who have figured out that by visiting chapters they can advertise their business at no cost with the opportunity to again gain free referrals. - Visitors don't understand BNI is a business, and each chapter is run like one.
The BNI application looks like a job application because it is one. At what point would a business owner give company responsibility to an applicant? Obviously, not until the application and hiring procedure was complete. Would it be proper to put an applicant or customer in charge of the cash register?
Most members would not entrust the keys to their house or to the newly restored Jaguar sitting in their garage to a stranger. The same precaution should be taken to safeguard the reputation of the chapter and of all the members who are dedicated to personal growth and success through word of mouth marketing as practiced by the members of BNI. "The" Referral Organization.
