To The Next Level
Visitors Galore!
Yes, we all know the golden rules when it comes to inviting visitors to our chapters: don't 'sell' BNI, highlight the business benefits, adopt a warm and friendly tone when extending your invitations, and so on…

But is that all? If so, why do significant numbers of members struggle to find good visitors, when others seem to have no difficulty bringing guests along on an almost weekly basis? The answer is that while there are no hidden secrets to attracting more visitors, you do need to adopt the right blend of confidence, a positive attitude, sincerity, creativity, commitment—and timing.

"Don't push it if they're not positive"

These are all qualities you'll find in accountant Denis Fuller, a founder member of the Magna Carta Chapter in Runnymede, UK. In the past 12 months, Denis has dazzled colleagues by introducing no fewer than 53 visitors to his chapter, nine of whom have since become members. "There really is no special formula, but it's important not to try to sell the BNI concept. I merely tell potential guests that I'd like to introduce them to a group of colleagues who may be able to offer them new business, knowing they'll soon discover the opportunities for themselves. The other vital aspect is to follow up with every visitor after they've attended a meeting."

"Inviting a rival focuses the mind"

Andover Chapter's photographer, David Burlison, has been similarly prolific, bringing 45 visitors to his group over the last year. "I tell my invitees as little as possible about BNI, because I want them to see the benefits for themselves. So I just ask them if they'd like more business and suggest they bring lots of their business cards along," he said.

"Once someone has attended as my guest, I always contact them a day or two later. If they are undecided but seem right for the chapter, I might tell them that if they don't apply for membership, we will be offering their particular seat to a competitor, because we have business we want to refer."

"The Internet helps me find visitors"

Dublin-based website developer Alan Bell has brought 43 visitors to his City West Chapter in 12 months, and regards the Internet as his most powerful tool in finding visitors. "I often chat on the phone with clients or prospective clients while they are looking at my website, and this gives me chance to highlight BNI's benefits and invite them along to a meeting."

"I also receive a huge amount of junk post and email every day from people, some of whom might be just right for BNI—so I always look through every communication to see if it's worth a follow-up call."

"I turn unsolicited calls into visitors"

Derbyshire telecommunications provider Jason Smith, a member of Long Eaton's J25 Chapter, takes a similar approach to the many calls he receives daily from sales and service representatives. "When they've finished telling me about their business, I ask them if they'd like even more, and invite them to my chapter. It obviously works because I've brought along 35 guests in the past year, seven of whom have joined."

"Attitude is everything—so be selective"

Genuine passion and enthusiasm for BNI's networking system is another principle shared by many of our top inviters, like food supplements specialist Paul Barton, a founder member of Plymouth's Drake Chapter who has introduced 41 visitors in 12 months, a quarter of whom have joined his or neighbouring groups. He said: "I have lots of customers and mention BNI to all of them.

"I'm selective about who I invite along. Attitude is everything and if I don't think someone is sufficiently committed or keen, we don't want their application. When I follow up with my visitors, I ask them lots of questions to ascertain if they are really serious about wanting to join, because while we like to have fun, we know that referring and gaining business is a serious thing."

"Enthusiasm and energy impress visitors most"

His comments were echoed by Rod Major, Exeter Isca's outgoing Chapter Director, who said that just by introducing the subject of BNI and chatting about its benefits was enough to whet most peoples' appetites. Rod has brought 35 guests to Isca during the year—more than a third of whom have subsequently joined. He said: "The main factor is enthusiasm. I'm enthusiastic when I talk about BNI, enthusiastic when I introduce visitors to my chapter, and just the same when I contact them afterwards."

"Just keep your eyes and your ears open"

One of the best 'conversion' rates has been achieved by Harlequin Chapter's Alan Clarke. Having brought 39 guests to his Richmond-upon-Thames chapter—of whom 15 are now members—he recently helped to launch Twickenham's Platinum Chapter for whom he found no less than 22 members! Despite being a professional recruitment consultant, Alan reckons it takes no special skills to find visitors. He said: "Wherever I am, I keep my eyes and ears open, and if I meet someone I think would be good for BNI, I invite them to a meeting."

"Dangling the carrot of opportunity"

Cheltenham Spa Chapter's senior visitor host, Stuart Rostron, an expert in wills and trust planning, neatly summed it up. He's introduced 40 visitors in the last 12 months and said: "When I approach prospective visitors, I see myself as dangling the carrot of opportunity for them to win more business. I liken BNI to the ripple effect that occurs when you throw a pebble into a pond. Once you've made the initial impact, the opportunities just keep growing wider and wider. They seem to like that idea."

This article has been condensed from its original version which appeared in the UK edition of SuccessNet. Our thanks to UK SuccessNet Editor Malcolm Grosvenor for sharing it with our international audience. Undoubtedly the same principles for visitors apply to BNI members worldwide!