November/December 2006
Art of NetworkingNetworking by Email?
Why sending email to BNI members isn't the best way to network.
Recently I took part in a discussion about BNI members who "harvest" names and email addresses from BNI chapter and regional websites.Many people wonder if they can—or should—send emails to BNI members. Let's start with a question: Do you read email that is sent from people you don't know? Most people don't. We have been trained to be afraid of suspect email, so we don't open them.
Second question: Do you send email to people you don't know personally? If you have a newsletter or a marketing campaign that uses email as the delivery method, the answer is probably yes. However, even if you don't know them, people who ask to receive your newsletter or company information know you, and that's the difference.
It's called "opt-in," when you give a person or a company permission to send you email. If you've ever entered a contest or filled out a product registration form, you probably have opted in to receiving more information, even if they didn't specifically ask you the question.
Email: Your Reputation Is at Stake
So how does this relate to your BNI connections? BNI is a word-of-mouth referral organization. We pride ourselves on building personal relationships. Many members do business almost exclusively with businesses they know and trust. If they don't have a member within their chapter who can help them, they get a personal referral from someone or investigate members of other chapters in the region before they would ever think of going to a phone book or Google.
Marketing to BNI Members via email is an ineffective method of getting to know people. You will do far more damage to your reputation than you will gain business by blindly emailing members. Even if you say you're from BNI - or sometimes especially if you say you are from BNI - you will get more negative reaction than positive.
Mind Your Email Manners
Build your email list by asking people if they would like to receive information from you. Go to BNI events and meet people, get to know them, and then ask if they would like to be on your mailing list. And don't be offended when someone says no thanks. Just go on, and ask the next person.
Getting a stack of business cards does not mean that you can send them email without asking. The best web sites also cloak the email addresses of BNI members to protect the members from being spammed. Best advice: call first; email second. It might seem the same to you, but it isn't. And make sure that you have a way for people to unsubscribe to your list—which will help lead to a trusting relationship.
Curbing Your SubbingWhy you need to think strategically about member substitutes.
As a BNI Executive Director I am always asked, "Who can I get to substitute for me?" as well as "What about those 'permanent substitutes?'"
Many members believe that the purpose of the substitute program is to prevent an absence when they can't attend a meeting. This is far from the real reason, even though BNI policy does allow for a free absence if you have a substitute at the meeting.
When a member does not attend a meeting, what value do they bring to the chapter that week? None. They are not there to hear what a good referral would be for the other members. They also miss out on the showcase presentation. On the other hand, if the member puts some effort into who subs for them, they could very well add a great amount of value to the chapter and members.
The Valuable Substitute
While BNI policy allows "anyone" to substitute for a meber, you should use discretion when finding a substitute. Members need to think about the other members and the chapter, rather than just themselves.
A great substitute could be a client of the member. Not only can they give a testimony to the member's services, but they also are already in relationship with the member. That developed trust shows BNI members that the substitute is trustworthy and will more likely engage in a business relationship.
Members seeking subs should also be aware of the types of businesses to which the other members would like to be exposed. For instance, if there is a member who would like to be introduced to a CPA, then having a CPA substitute for you could also add value. And let's not forget those professions that the chapter is looking to add to their membership. A great way to invite those people to see a BNI meeting would be to have them substitute.
Beware of Permanent Subs
Chapters should be on the lookout for permanent substitutes—those who always seem to substitute for the same member. Because BNI is based on relationships, when a member repeatedly sends a substitute, he's missing out on developing lasting relationships with chapter members. Permanent subs lead to alienation and prevent referral generation.
Those people who are substituting week after week are often members from another chapter, or people looking to use the BNI system to grow their business without making the commitment to join the chapter.
Persons from other chapters are great substitutes in emergency situations, since they already know the BNI way. On the other hand, the members should consider that these subs are members of another chapter, and that is where their commitment should be. Because they should be passing their business referrals to their own chapter, it is difficult to provide value to the chapter they are subbing in.
Those who substitute every week but will not join the chapter are using the system without making a commitment. Aside from not paying membership fees, they are not commited to other BNI members to be at the meeting every week nor or they committed to generating referrals and bringing visitors to help grow members' business. If a person is taking advantage of the system without commitment, there is no way the chapter can hold them accountable. They don't have to bring referrals, because they are not members.
So substitute judiciously, making sure you bring the value to your group that will help your business—and your fellow members' business—grow.
