November 2007
Art of Networking |
We encourage BNI members to meet outside of the meeting to get to know each other better—we call it a "One to One" (121 for short). We teach members to use the GAINS (Goals, Accomplishments, Interests, Networks and Skills) profile as the agenda for the 121. This keeps conversation focused on the task—getting to know your fellow BNI member and learning how to find referrals for him or her.
I have learned that the "I" in GAINS is the most important piece for getting and giving referrals. That's because every interest has a network. Once you tap into a particular business, it's easier to work with other businesses in that market. If I design a website for one restaurant, the next restaurant is easier and more profitable because I've already done the research.
Sue Henry represents World Ventures, a travel company, within BNI. Without our 121, I might not know that she and her husband own an organic dairy farm in southern Minnesota and that they work with other organic farmers. These farmers are just starting to market their products on the web, through co-ops, and at Farmer's Markets. They are great referrals for me.
LuAnn Buechler is a professional meeting and event planner. During our 121, I learned that she is a "Parrothead," a hard-core Jimmy Buffet fan. My passion is sailing, and Buffet is the music of all sailors. I love doing websites for yacht clubs and marinas, many of whom are LuAnn's contacts through her affiliation with Parrotheads. This is one of the more fun markets I'd like to tap into. And with LuAnn's influence, I can now do that!
The next time you do a 121, don't make the mistake of skipping over the Interests section--you never know how someone else's interests might fit into your marketing campaign!
Beth M. Anderson, entrepreneur, founding partner in OrgTrack.com, and expert in word-of-mouth referral networking. www.BethMAnderson.com.
 |
This "truth" of networking from the bestseller Truth or Delusion? recently hit home for me.
After a BNI meeting where I presented truth #10, a great referral came my way. During my 30-second infomercial, I asked for a referral for a winery that I wanted to win as a client. They had called and asked for a lab technician to assist in the sampling and testing of grapes for the upcoming crush season. I tried really hard to find the right candidate so I could make a great first impression and win their ongoing business.
A new member of my chapter, a printer who I had not yet done a "one to one" with, approached me after the meeting to tell me his wife was looking for work. I suggested she send me her resume, not even considering that her skill set could be a match for my winery client.
When I received the resume, I found out she had a degree in chemistry! I forwarded the resume to my client; they did an interview and the deal was sealed.
A week after filling this order, I received a call from the winery's HR director, who also manages two other wineries. She asked if we could help them fill several additional opportunities for all three locations.
The lesson: Don't assume that the people you know and connect with every day can't be an incredible resource to help you grow your business!
Sue Costa, Assistant Director, BNI San Francisco Bay
 |
| Rasmus Carlsson (left) gives a timely referral to Micael Hörberg (right) |
Last summer, an opportunity arose during our family holiday on the Greek islands. Another Swedish family stayed next door to us at the hotel. Our children played together and we parents soon began visiting. It was not long before someone asked, "What line of work are you in?"
It turned out that our neighbor was the CEO of a company with an acute need to recruit salespeople. In his opinion, they could do this themselves, but the recruitment process had become delayed a number of months.
It is quite normal for people to do recruitment themselves, even if it winds up costing them more than using a recruitment company. I learned this from Micael Hörberg, who with his company, Talentor, is a specialist in recruiting salespeople. I was prepared with the pro and con arguments, and it took only minutes to convince my neighbor that he would save time and money if he just called Micke.
I knew precisely how to sell Micke and his services. It's what BNI is all about—attempting to sell the ideas of your colleagues in different situations. Afterwards, it is up to the individual to get down to business. And if I know Micke like I think I do, he will land another recruitment assignment soon.
Rasmus Carlsson, BNI Malmö Kramer (lunch), Sweden
Have you listened to BNI's weekly internet recording, also known as the BNI Podcast?