INSIDEHarry’s a ‘super sub’ . . . . . . . . . . . 2

Florist finds a rosy future . . . . . . . 3

It’s a small world with BNI . . . . . . 4

Early birdie gets referrals . . . . . . . 6

Glasgow on the net . . . . . . . . . . . 7

The art of public speaking . . . . . . . 8

Fact-finding has a big pay-off . . . . 9

Memory Hooks ‘bubbling’ over . . 10

Talking business on the Net . . . . . 11

The basis of networking . . . . . . . 12

When the wraps come offBNI’s third annualEuropean Members’Conference in a few days time, dele-gates will find a bigger, stronger andself-assured organisation, totallyfocused on one objective: helpingmembers grow their businesses toincrease their profits.

In just 12 months, BNI’s presence in the

SuccessNetBuoyant mood for Oxford conference

Plumbing new heights with BNI referrals – Page 5

An education and information bulletin for BNI members Spring 2000

UK and Ireland has almost doubled, fromjust under 100 chapters with 2,000-plusmembers last April, to nearly 190 groupstoday, whose combined membership is wellover 4,000.

Even more significant is the volume ofadditional business won last year by thosemembers through their weekly breakfastmeetings – up from £10 million in 1998 toover £30 million in 1999, and expected totop £50 million by the end of this year!

european edition

Kenilworth Chapter member LoisSparling (above) has plenty to smileabout as she flags up her latest suc-cess – seeing thousands of would-betourists flocking to her new web site.And she claims: “It’s all thanks to BNI.”

Lois reckons that BNI is her mainmarketing tool and provides the breadand butter of her business, EmphasisGraphic and Internet Design.

Her new venture is a web site –

www.leamington-spa.com – set up withlocal traders and tourist bosses to cashin on the town’s re-branding as “TheFashionable Experience”.

The site is attracting 1,000 ‘hits’ a dayfrom visitors as far afield as Japan,Scandinavia and Australia who prefer toplan their trips in advance. Lois saysjoining BNI is the best thing she everdid and recommends it as the “greatestmarketing tool on the market”. ■

Against that backdrop, the theme of thisyear’s conference, “Marketing for theMillennium: How to get more benefit bybeing in a top chapter” is designed toinspire all BNI chapters to emulate the dra-matic progress of the best-performingchapters. Sponsored by SapphireComputing and Consulting Ltd, theConference takes place on Saturday, 15thApril at the Oxford Belfry Hotel, nearThame, just off the M40. Delegates travel-ling from the south should leave atJunction 7, while those from the northneed to leave the M40 at Junction 8A.

National Director Martin Lawson said:“People join BNI for one reason: tobecome more profitable, and the way theymaximise their business potential is to bean active member of a thriving chapter.

“Those who belong to a busy, enthusias-tic group – of which we have many – willget far more from their membership thanothers whose chapter is just ticking over.

“All the evidence shows that the numberof new business referrals passed around thebreakfast table increases dramatically –and far out of proportion – when a partic-ular chapter nears its capacity 40-strong

Lois waves the flag for BNI

CONTINUED ON PAGE 2

2 SuccessNet, April 2000

SuccessNet

Stud farmer Harry Robertson has become something of a talking point inBNI’s Oxfordshire chapters, for his unexpected role as a ‘super sub’ –standing in at meetings for unavoidably absent members.Under BNI’s attendance rules, anyone who misses more than three meetings can forfeit

their position in the chapter, but Harry has come to the rescue of several members whosebusiness commitments might have prejudiced their position at the breakfast table – poppingup as super sub in the Oxford (Summertown), Thame and other neighbouring chapters.

Stud farmer Harryis a ‘super sub’

He told SuccessNet: “It started after mypartner, Maggie Sorensen (retiring ChapterDirector at Summertown) invited me toattend a meeting at Thame. In chatting tomembers, I discovered some had difficulty infinding the occasional willing substitute.

“I offered to help them them if their ownbusiness interests genuinely prevented theirattendance. After all, it enabled me to meetup with local businesspeople. But I wouldnever cover for anyone who simply wanteda morning off,” Harry added.

While he has not yet made up his mindabout joining BNI in his own right, Harryhas found BNI very helpful in setting up hisstud farm business.

“I needed an insurance broker, a printer, acreative designer, a PR consultant and anembroiderer, and through Maggie I was ableto obtain all these services through localchapters, saving me a lot of time andworry,” he added.

His obvious reservation about joining BNIis that his services are unlikely to be in everyday demand amongst chapter members.“That’s why for the time being I’m happy tocontinue helping in the best way I can – as asuper sub! ■

membership under dynamic leadership.“So our main aim at this month’s con-

ference is to show all delegates how theycan bring the business performance oftheir own groups up to that of our verybest chapters.”

As SuccessNet went to print, only a lim-ited number of conference ticketsremained available. Anyone still hoping toattend should call the conference organis-ers, Gavin Bain or Beverley Blandford on01753 860301 without delay, for anupdate on availability.

Gavin said: “Last year’s event wasdeemed a huge success by the 250 dele-gates who took part and it is a sign ofBNI’s growth that we will have substan-tially more participants at this year’s con-ference.

“Quite apart from its educational pur-pose – teaching members how to be moresuccessful in business – the event is prob-ably the best opportunity in the entireyear for delegates to network with otherlike-minded businesspeople. A tremen-dous amount of business has its startingpoint at the annual conference.” ■

From Page 1

Sponsorshipis a real gemfor Sapphire!

This year’s conference is being sponsoredby Kenilworth Chapter member SapphireComputing and Consulting Ltd, whosefounder Mike Farmer sees it as a ‘jewel’ ofan opportunity to promote his company’senterprising software solutions.

Mike and his son Jason, anotherSapphire director, have a stand at the con-ference and will use their ten-minute slotin the agenda to highlight their computersolutions services – one of which is a topi-cal software programme called ‘BigNumber Inquisitor’, which will detect ‘old’BT telephone numbers in any PC-baseddatabase with ODBC capability – such asSage and Pegasus – and automaticallyupdate them with the new dialling codesand numbers taking effect this month.

Sapphire, which has a strong reputationfor creative software solutions and IT con-sultancy services, is one of the first busi-nesses to sponsor a major BNI event.

Mike, a member (and founding chapterdirector) of the Kenilworth Chapter said:“We’re delighted to be sponsoring thisyear’s conference, having found last year’sevent extremely useful.”

Sapphire can be contacted on 01926779700. ■

Buoyant mood for conference

One conferenceis not enoughfor the Irish!

Not to be outshone by their UK col-leagues, BNI’s Irish directors have againorganised their own ‘back to back’annual members’ conference – takingplace in Dublin on Sunday, 16th April,just hours after the European confer-ence ends in Oxfordshire!

With around 100 delegates expectedto attend the all-day session in Dublin’sGreen Isle Hotel, arranging travelitineraries proved one of the biggesttasks for joint organisers Mort Murphyand Patrick Guiden, both of whom willbe spending the previous days inOxfordshire at the European confer-ence.

“We’ll be dashing to Heathrowtowards the end of the European event,and going straight to the Dublin venueto carry out a last minute check on ourarrangements. Neither the Irish dele-gates who attend the Oxford confer-ence, nor the Irish conference organis-ers will expect to get much sleep beforewe kick off our session on the Sunday,”said Patrick. “But no-one will becomplaining!” ■

‘HARRY’S GIRL’: Harry’s prize mare.

If you don’t ask,you don’t get!

There’s nothing wrong with being specificwhen it comes to telling chapter colleagueswhat sort of referrals you want. ColinLarter, new Chapter Director at Ashford,Kent, did just this and was rewarded witha potentially lucrative piece of business.

Colin, who runs a specialist recruitmentconsultancy, ASP, had encountered problemsin trying to ‘break into’ a major ICI sub-sidiary whom he knew was experiencing dif-ficulties in recruiting accountancy staff. “Thecompany had an agreement with a nationalagency and weren’t keen to talk to me,” hesaid. “So I thought, if you don’t ask, youdon’t get. I took a deep breath and askedchapter colleagues for a specific referral intothis company. To my surprise, a fellow mem-ber announced that he acted as their accoun-tant, and another member’s wife turned outto be their training manager.

“Eureka! I had an appointment arrangedtwo days later and, as a result, I now havethe opportunity to recruit for the com-pany,” Colin added. ■

SuccessNet, April 2000 3

SuccessNet

side of BNI. It was also just what I neededto increase my awareness of how busi-nesses operate these days,” she said.

One key development has been launch-ing the family business onto the Internet,with a little help from fellow member, website consultant James Bartlett of Level 5 –On-Line Solutions.

“Not too many florists advertise on theInternet,” said James, “but I think it will

Florist finds rosyfuture on the net

be the ideal medium for Rosemary’s busi-ness, especially since she has tremendousenergy and a rare appetite for utilisingmodern technology to help her business.

“Most people of her generation don’teven want to understand the Internet, andchoose to run in the opposite direction.”

Small wonder then that Rosemary’s newmemory hook is: “When flowers are sentto Mars, they’ll be ours.” ■

Florist Rosemary Halliday is liv-ing proof that when it comes tothe tough world of business, it’snever too late to learn!

Her old-established family business hasreally started to blossom since she joinedBNI six months ago and now she’s proudlyboasting about becoming a “dot.com” asher services go onto the world wide web.

A member of central London’s St James’Chapter, Rosemary and her sister Joanhave been in the floristry and landscapegardening business for over 25 years, sup-plying the rich, famous and not-so-famouswith magnificent blooms and bouquetsfrom their ‘landmark’ shop in Belgravia’sprestigious Holkin Arcade.

“Dad bought us the shop and we’ve beenhere ever since,” said Rosemary, who isproud of their achievements which includeprizes at the Hampton Court Flower Showand for bridal work, and exhibitions at theChelsea Flower Show and Olympia.

While their horticultural talents arewidely recognised, Rosemary concededthat business had started to take a dive lastyear. “I knew I needed to try some moremodern methods to give it a boost, but Iwasn’t sure what or how.

“Around that time, I came into contactwith a lady (Associate Director MelanieCurle), who kept calling me up to tell meabout this organisation called BNI, andsuggesting I should join.

“To be quite honest I only agreed to goalong to a meeting to stop her badgeringme, but now I’m really glad I did!”

Rosemary became one of her chapter’score group members and soon found thatBNI was not only an excellent source of newbusiness, but effectively a new lease of life.

“I have to admit that business soonstarted to increase and after a few meetingsI began to thoroughly enjoyed the social

While many members, if they’re honest,quietly assess their membership in terms offinancial gain, painter and decorator MickKeeley uses a different yardstick to endorsehis decision to join BNI.

Since joining Slough Chapter just a yearago his work has almost doubled. He’sgone from a one-man-band to taking onanother employee and he’s currently look-ing to recruit a third tradesman!

Mick told Successnet: “It’s not just theincrease in revenue that makes it worth-while.

“It’s really exciting to watch my businessexpanding so rapidly. I had a referral onmy first morning as a visitor and it has alltaken off since then.

“In monetary terms it has been worthabout £15,000 to me in the past 12months, which is absolutely brilliant! BNIhas transformed my small business inbarely a year, and the opportunities forfurther growth are considerable.” ■

Small businessis transformed

ON-LINE: James Bartlett helps Rosemary get set up for the Internet. PICTURE: PETER GRANT

A brilliant business idea struck drivinginstructor Ger Silke as he was guiding hisstudent motorists around the highwaysand byways of County Cork: Why notproduce a driving test video to help peo-ple understand what is required in orderto pass their test?

The idea had particular merit for Ger,a member of the An Gallimh Chapter,because the cost of local driving lessons(around I£20 per session) coupled withthe fact that, on average, learner driversin Ireland take no more than five or sixlessons in a lifetime, meant the averageBNI referral he received was a modestI£100.

“While I thought it could work very

well, I had no idea how to go about mak-ing such a video, so I put the whole thingout of my head.

“Then one morning, a visitor to ourchapter meeting introduced herself asworking for a corporate TV company.

“I mentioned my idea to her, she wasvery keen and now plans are at anadvanced stage for the video to be made,with the help of the Irish government,”said Ger.

The couple hope to distribute the fin-ished product countrywide at a cost ofabout I£15 each.

“Last year, a booklet on the driving testin Ireland sold over 70,000 copies, so weare hoping for big things from a video.”

Ger’s ‘L’ of an ideameets its maker

4 SuccessNet, April 2000

BNI International

WORLD TOUR: Peter Reeves is pictured in Sun City during his travels

Around-the-world tripprompted by a mid-life crisishas given retiring TunbridgeWells Chapter Director, Peter Reeves,more than just a personal tonic.

He picked up some useful tips for hisBNI colleagues – and several new businessideas for himself – after visiting otherchapters on three continents!

Wanting to ‘recharge his batteries’, aswell as look up old friends and places hehad visited and worked in during the past24 years, Peter organised a five-weekworld tour, taking in South Africa,Australia and America.

“I decided it would be a wasted opportu-nity if I did not meet up with local BNImembers,” he said. “It was a good deci-sion, because being able to visit some verydifferent chapters and chat with members,gave me a better insight into the way BNIworks in contrasting business cultures.”

Peter’s first stop was Cape Town wherehe met Mike Levine, BNI’s NationalDirector in South Africa, and went to theNewlands Chapter breakfast meeting inthe city. “I remember it well, because thatnight England’s cricketers lost to SouthAfrica night by one run.”

His compensation was picking up a tipfor finding new people to invite to chaptervisitor days. “They told me to think ofFROGS – Friends and family, Recreationalacquaintances, ccupational colleagues,Geographical (the people you know fromthe same area) and Social. I’m told it works,so I’ll be trying it on my colleagues.”

The next port of call was Sydney, wherehe spoke with Australia’s NationalDirector Ian Pendlebury, and attended ameeting of the Drummoyne Chapter, fourmiles from the city’s main business district.

“It had only 15 members, but it was avibrant group. We Brits tend to think of ourAustralian counterparts as being very laidback, but Sydney is a dynamic city and thebreakfast was business-like as well as jocu-lar,” said Peter. “It was a good balance.”

From New South Wales it was on toNorth America where he visited LosAngeles chapters and BNI’s headquarters,meeting Founder Dr Ivan Misner.

“I found a treasure trove of good busi-ness ideas, with lots of audio tapes andbooks full of valuable marketing tips. Ivankindly gave me various materials, includinga copy of his latest book,” he added.

“Ivan was very impressed with the wayBNI has developed in the UK, and his feel-ings were echoed in every continent I vis-ited, where people seemed envious of ourprogress.

“For once, I think we are teaching ouroverseas colleagues a thing or two aboutbusiness dynamics.”

Back home, Peter has the good fortuneto love his work, running an outdoor pur-suits and corporate entertainments com-pany. He reckons his business has bene-fited to the tune of up to £20,000 a yearfrom BNI membership. “Not bad for a£300 subscription, is it?”

Peter can be contacted on 01580-879614or website at: www.arena-pursuits.com ■

LLaawwssoonnss’’LLoorree

BNI National Directors MARTIN& GILLIAN LAWSON write…

With our third Europeanmembers’ conferenceabout to take place,there is a welcome new ambienceof maturity and growing sophistica-tion around the organisation.

As we approach some key milestonesin BNI’s UK development – with our200th chapter and 5,000th member notfar distant – perhaps it should not be sur-prising that we are ‘coming of age’, andthat the organisation has established asatisfying momentum of its own,reflected in the fact that BNI is now rep-resented in most parts of the UK.

What is however both surprising andencouraging, is the pace at which wehave grown BNI in the UK and Ireland.For instance, we can recall the first mem-bers’ conference we held just two shortyears ago in Ealing. At that time, we werejust over a year old and had barely 1,000members, some 100-plus of whom tookpart in the West London event – hearingBNI’s Founder Ivan Misner predict abright future for the organisation inEurope.

He was undoubtedly right, but wedon’t think even the greatest optimistcould have foreseen how far we wouldtake BNI in three years – to the point,today, where we are staging a major con-ference, attended by up to 400 of themost entrepreneurial businessmen andwomen from across Britain and Ireland,meeting to learn how they can maketheir businesses even more successful.

But of course it takes more than justbig numbers to make an organisationinherently strong. It requires the sus-tained education, understanding, com-mitment and practical effort of its mem-bers, and these are the qualities, whichhave begun to stand BNI head and shoul-ders above the rest.

As you read through this issue ofSuccessNet, you will come across manyencouraging examples of how membershave been able to use the resources ofBNI to make a real difference to theirbusinesses – and how in turn, they havebeen able to contribute to the growthand success of their chapter colleagues’business activities. Suddenly, BNI is ‘mak-ing sense’ to a great number of peopleand, as those of you attending thismonth’s conference will be reminded,membership is to be prized and valued.

It’s such a smallworld with BNI

SuccessNet, April 2000 5

Around the Chapters

New arrivals to BNI are fre-quently told to expect refer-rals from the most unlikelyquarters around the breakfast table.

And, to prove the point, plumber HiltonStoch has just landed his Chapter accoun-tant colleague Andrew Rhodes with a mostlucrative piece of new business!

Hilton, a member of the StanmoreChapter, was carrying out a kitchen sinkreplacement in a North-West Londonstockbroker-belt home, when he heard hiscustomer – a wealthy businessman – com-plaining bitterly about the performance ofhis accountant.

“Whenever I think the occasion is right,I always leave my BNI business cardholder lying around on jobs, and invite mycustomers to help themselves to whatevercards they think they might use. This chaptook a handful of cards, includingAndrew’s, and I thought no more about itat the time.

“Shortly afterwards, Andrew told mehe’d had a call from my customer, invitinghim to look at his company’s books.”Hilton recalled.

“I knew my customer was a big busi-nessman, but I had no idea that Andrewwould be able to help him to such adegree. It turned out to be a pretty usefulreferral.”

In fact, Andrew was quickly able toaddress the business’s accounting prob-lems, saving the company an estimated£1million on its taxation and payrolladministration costs, and earning what hedescribed as “very substantial fees” for hisown practice, Sobell Rhodes.

Andrew told SuccessNet: “Hilton is avery energetic and aware member of ourBNI chapter, but in all honesty I neveranticipated an occasion when he wouldgenerate such a significant referral for mybusiness.

“It just proves what we are always told,that new business is referred to us from themost unexpected sources. In fact, BNImembers have done us proud, bringing usaround £250,000 worth of additional busi-ness in less than two years.”

Meanwhile Hilton, who after barely ayear in BNI has already won a ‘notablenetworker’ award for his countless refer-rals to colleagues, takes it all in his stride.

“I’ve probably generated business worthseveral hundred thousand pounds for mycolleagues, because my customers alwayslike the fact that I can recommend otherspecialists at first hand.

“But it works both ways. I now get upto a third of my own business income as adirect result of referrals from my chaptercolleagues.” ■

The start of April saw the introduction ofnew leadership teams in BNI chaptersthroughout the world – following the mostintensive training sessions ever held!

In Ireland and the UK alone, some 550members each received five hours trainingfrom BNI’s national or regional directorslast month before taking up their variousnew duties as chapter directors, member-ship co-ordinators and secretary/treasurers.

“With over 180 chapters changing theirleadership teams twice a year, the amountof training we provide is vast, but neces-sary,” said National Director GillianLawson.

“The keys to BNI’s business success is

training and education, which is why weinvest so much time and energy in theseareas.

“In total, we reckon that our new UKand Irish leadership teams will havereceived a staggering total of 2,750 manhours of business training!”

Congratulating the outgoing leadershipteams, Gillian added: “Running a chapteris hard work but it becomes easier as thegroup grows in numbers and success. Ouroutgoing leadership teams have done aremarkable job in helping to consolidatesome highly successful chapters. Seeingyour members gaining additional businessmakes all the hard work worth while.” ■

WWiinnnneerrssooffff ttoo tthheeCCaalliiffoorrnniiaassuunnsshhiinnee!!EEight members from Ireland andthe UK were packing theirbags in readiness for the trip ofa lifetime as SuccessNet went topress - winners of BNI’s first everEuropean membership drive prizedraw.

Some 27 chapters fulfilled the mini-mum qualification requirement of bring-ing no fewer than six new members intotheir groups during the three month cam-paign which ended last December, withthe result that the lucky eight and theirpartners are jetting off on a four-dayaction-packed trip to San Francisco aftertheir names were pulled from the hat in aseries of regional draws last Christmas.

California-bound are: Alan Solomons(Harrow Chapter); Elizabeth Hodgson(Eastbourne); Aine Walsh (An Gaillimh,Galway); John Shaw (Treaty, nearLimerick); Nigel Dixon (Witney, Oxon);John Thomsett (Huntingdon,Cambridgeshire); Tony Stuart (Royal Spa,Leamington) and Terri Jackman(Altrincham, Cheshire).

For Terri, lady luck smiled twicebecause, although her name had goneinto the original North West regionaldraw, she was initially unsuccessful -losing out to Bolton Chapter member,dentist Mel Rosenthal. But the SanFrancisco trip clashed with Mel’s businesscommitments, so his loss proved to beTerri’s gain.

Executive Director Laura Hurren whoco-ordinated the membership drive prizedraw said it had far exceeded expecta-tions. “We were delighted with theresults, but the real winners are all thechapters who took part, because by intro-ducing more members to their groupsthey will have ensured that more businessreferrals are passed at future meetings.”

The party is based at the famous HyattHotel on Fisherman’s Wharf where mem-bers of the San Francisco Bay Chapterhave arranged an Anglo-American net-working workshop at which the guest ofhonour will be BNI’s Founder Dr IvanMisner.

Topping the itinerary is a six hourluxury sight-seeing tour of the city,culminating in an hour-long helicoptertrip over San Francisco Bay and theGolden Gate! ■

Hilton plumbsnew heightswith referrals

A heavy investment intraining and education

6 SuccessNet, April 2000

When Alastair Turner joinedBNI’s Edinburgh WestChapter he was naturallyhoping his golf tour business wouldsoon start to see some benefits. But,after six months active participation,very few referrals had come his way.

However, help was at hand – in a mostcreative way – from Chapter Director RoddyDalziel, who noticed Alastair’s plight andwas determined to do something about it.

Recognising that Alastair’s client base wasalmost entirely American and that fellowmembers did not have many contacts in theUnited States, Roddy figured that the onlysolution was to make a direct approach toAlastair’s market – promoting his company,Tayleur Mayde Golf Tours – to Americansin their own homes and workplaces.

Roddy decided to e-mail 99 of BNI’sAmerican chapter directors, aiming to drumup referrals for Alastair. He explained thesituation and asked the US chapter, regionaland executive directors to assist him. Dayslater, to the amazement of chapter members,

Givers a job – in just three daysWhen Gordon Leggatt, a member ofPaisley Premier Chapter found himselfredundant he knew just the right people tohelp him find a job.

When colleagues in neighbouring chap-ters learned of his misfortune – he had for-merly been employed by Marshalls-PatternBook Manufacturers – they pulled out allthe stops to help get him back to work asquickly as possible.

Three days was all it took! It was

Tuesday when he ‘put himself on the mar-ket’ and by the following Friday, Gordonhad an interview organised through JimStewart, Director of Lawprint &Stationery Ltd, and a member of theGlasgow Alpha Chapter.

He was offered the job and gratefullyaccepted. Such is the power of ‘GiversGain’ - even when all seems lost.

Well done Jim, and good luck with thenew job, Gordon. ■

Focus on Scotland

Roddy announced an incredible total of 15referrals for Alastair – all from America.

Many e-mails had replies offering thenames and addresses of American golfingenthusiasts and US-based travel agents –each of them ideal referrals.

Alastair’s company is an inbound golftour operator specialising in organising golf-ing trips to Scotland and Ireland, mainly forAmericans. Because he is based inEdinburgh, he is able to assist and adviseclients during their trips. He told Successnet:“Roddy was genuinely concerned about myproblem and realised the potential of theBNI network on a global scale.

“The response has been very positive andextensive. To date I have had approximately40 contacts, each of which could result inmultiple business considering the number ofclients each travel agent has.

“It’s hard to believe that just six monthsago I was receiving so few referrals, andnow I’ve got so many that my businessseems set for success. I am really grateful toRoddy for his creative approach.”

Donald Maclean, Executive Director forSouth and East Scotland said: “I was reallyproud of Roddy. He has been an outstand-ing Chapter Director. He is always willingto go the extra mile – or in this case, 6,000miles – to help his chapter members.” ■

GOLF TOUR SPECIALISTS: Alastair is pictured with his father Donald.

CoatbridgeCavaliers

When Glasgow’s Coatbridge Chapter,found itself a few members short, theleadership decided to launch an appealto the trades and professions from whichthey had no representative.

The local newspaper was more thanhappy to feature their request for abutcher, a baker and a candlestick-maker(well almost)! As well as an electrician,caterer, hairdresser, beautician, vet, car-pet fitter, optician, dentist, chiropracterand a car sales dealer.

Producing up to 50 referrals a weekafter just nine months, Coatbridge wasalready very successful, but the responsefrom the feature in the Airdrie &Coatbridge Advertiser is set to increasemembership and gain them a respectedprofile in the local business community.

Donald McLean, Executive Director forSouth and East Scotland told theAdvertiser: “I am delighted with theprogress made at Coatbridge. Membershave responded to the training we gavethem and put it into practice veryeffectively.

“Apart from the business generated bymembers, they also benefit from thefriendship and practical support withinthe group and from other BNI groups.

“Several members have formedalliances in order to tender for workwhich would be beyond any one memberon his or her own.”

The group will shortly stage a Visitors’Day when the fruits of their labours willbecome apparent. Well done, Coatbridge,and good luck filling those vacancies. ■

Early birdie getsUS golfing referralsEarly birdie getsUS golfing referrals

IIff yyoouu lliikkeeoouurr eeffffoorrttss

We can do the same for your business!Grosvenor Associates has been workingwith BNI to produce SuccessNet for thepast two years, during which time we’vemade a number of improvements to retainmembers’ interests.

For the next (summer) issue, we plan tomake even more noticeable changes, sowe’d like your feedback on them, just as wewelcome your continuing contributions.

Meanwhile, if you’d like to know how lit-tle it can cost you to have your own com-pany’s ‘SuccessNet’ – not to mention copy-writing, speech-writing, design or mediarelations service – call Barbara Blume orMalcolm Grosvenor on 020 8541 1121. Wethink you’ll be pleasantly surprised.

SuccessNet, April 2000 7

Networking on the netGlasgow West Central is the first Scottishchapter to launch its members’ businesseson the Internet.

Online Computer Developments, basedin the city have created a fully featuredweb site promoting the chapter’s members.

“We had to think of a new way ofadvertising our members to the outside

world,” said Online’s Kevin Ashcroft, “andwe decided on a chapter-specific web sitein preference to traditional media such asbrochures.

“This means that members’ details canbe updated and new members added with-out the trouble and expense of printingpaper-based marketing materials.

“We first examined the bni.com web siteand created our own chapter site with sim-ilar features.”

Anyone interested in checking outGlasgow West Central’s web site can do soat http://www.gwc-bni.ic24.net, whilemembers can contact Kevin on 0141 5641500 or E-mail at kashcroft@ocd.co.uk.

You never knowwhat might

happen

Focus on Scotland

Stirling Chapter’s Tanya Hine was delightedwhen she received a referral from fellowmember Bob Jones giving her the chance topitch for the design of a new corporate iden-tity for an Architectural practice in Stirling.

Little did she know what would come ofit. Tanya’s graphic design consultancy,TBDA (Scotland), took the brief and startedwork on the designs.

What she did not expect was a phone callthe following week inviting her to pitch for acomplete corporate identity change for therest of the practice – comprising a muchlarger London group.

Five design companies (all from Londonexcept Tanya), pitched for the account, andTanya was short listed in the final three.

The following week, to her delight, hercompany was awarded the contract, provingthat, from little acorns… Well done Tanya!

Sign of some Stirling work!Two members of the Stirling chapter in Scotland have found an artistic way to pro-mote BNI and their chapter meetings in the hotel where they meet.

Chapter director Hugh McCrea was keen to highlight the group’s weekly meetings atthe Terraces Hotel, so two of his members, signwriter Elsi Duncan of D Signs, and pic-ture framer Peter Steedman of Framed Images, put their talents together to producethe elegant and effective sign (pictured) which now adorns a wall in the hotel’s foyer.

Have any other chapters produced their own permanently displayed ‘meeting signs?’Let us know – and send a photograph.

SIGN HERE: Peter Steedman, Elsi Duncan and Hugh McCrea with their sign.

Belfast readies itself for a second chapter by MayLess than three months after launchingNorthern Ireland’s first chapter in Belfast,BNI’s Regional Director James McCrossan isconfidently forecasting a second group willbe up and running in the city by May.

There are currently 24 members in thefirst group – the Lagan Valley chapter – andalready a core group of six working on thesecond.

“It is a very committed group whosemembers have already started passing refer-rals,” said James. Core members include achartered accountant, a web designer, a

signwriter and a financial advisor. Meanwhile, after a very buoyant start,

Lagan Valley members now have the addedstimulus of a delightful new venue, withtheir group having just moved to the beauti-ful Malone House – a stately home with aninteresting heritage.

For Chapter Director John Heenan, a fifthcousin to the late Cardinal Heenan, theseare busy times, since in addition to strength-ening his group, he has been putting inmany hours a week training for his thirdNew York marathon in November.

Mind you, SuccessNet hears that his‘training’ includes downing substantialquantities of Guinness and pasta as he pre-pares to beat his position last year – whenhe came home in 4,000th place out of afield of 30,000 runners!

With over two million spectators watch-ing the race through the five boroughs ofNew York, John reckons it’s a feast for theadrenalin buzz and, though he’ll have otherthings on his mind – he may even pick upthe odd referrals in his tracks. ■

HammeredEvery chapter director knows how difficultit can be to keep members’ weekly com-mercials to their 60-second time slot, butin Falkirk Chapter such problems are athing of the past. One member, auctioneerDavid Manning, has presented the chapterwith an impressive gavel complete withengraved BNI badge – and, we’re reliablyinformed, it has already been put to gooduse. ■

Around the Chapters

8 SuccessNet, April 2000

When it comes to public speaking and ‘selling’ our business servicesto an audience, most of us – even though we may hate to admit it – arereally not very good. So, whether we have only 60 seconds to get ourmessage across to our BNI colleagues over breakfast, or we find our-selves asked to give a major presentation to a prospective client, weowe it to ourselves, our business, and our would-be customers toexpress ourselves clearly and persuasively.

Last month, members of the 13 chapters in North-West London wereinvited to participate in the first bi-monthly ‘Presentational Skills’ train-ing course, run by Executive Directors Martin and Gillian Lawson and,by the end of this year it is intended that most BNI regions will havesimilar courses in place – encouraging members to develop presenta-tional skills that will directly help them improve their self- confidenceand business performance. In the meantime, SuccessNet reproducesbelow, an article by BNI members James Van Fleet and Carol Driscollwhich appeared recently in ‘The Toastmaster’ magazine.

PPuubblliicc SSppeeaakkiinnggThere are numerous opportuni-ties for public speaking in BNI,and your effectiveness in gen-erating referrals for your businesscan be greatly enhanced by youreffectiveness in communicating toyour chapter colleagues what youdo and what type of referrals youare looking for.

You’ll present a professional, confidentimage if, when making a speech, you resistcommitting these seven common mistakes.

BLUFFING: If you don’t have theanswer to a question, admit it honestly andfind out the answer as soon as possible.Don’t pretend to be knowledgeable on sub-jects where you are weak.

PROFANITY: Even mild swear words –however much they are used in everydaylanguage – may upset some listeners. Don’ttake any chances.

SARCASM OR RIDICULE: Again, yourisk alienating your audience for no goodreason if you offend them, or insult groupsthey identify with.

PATRONISING YOUR AUDIENCE:You may be an expert in one subject, butthat doesn’t mean you should treat yourlisteners as idiots. Respect their intelli-gence, and try to learn from their questionsand comments.

IMPATIENCE: Does a listener ask youabout a topic you’ve already covered? Ifso, don’t show annoyance. Repeat theinformation from a different viewpoint,and ask if you’ve clarified the matter. Thenask yourself if you really explained thepoint(s) clearly in the first place.

HIDING BEHIND A LECTERN: If yourlisteners can’t see you, they’ll find it hardto pay attention to you – especially thoseat the back of the room. If you’re lostbehind the lectern, stand beside it whenyou speak.

EXCUSES: Only amateurs make excusesfor themselves: “Well, I didn’t have time toget ready for this speech... This isn’t reallymy best subject…” Comments like thatinvite listeners to tune out. Make sure youare prepared for your speech or presenta-tion, and exude confidence.

Successful business speakers share certainpractices and techniques. Among otherthings, they make it a point to entertain aswell as inform. They also deepen andexpand the bond with their audiencesthrough openness, sensitivity and humour.

Based on observations of successful andunsuccessful speakers, the good ones:

Are thoroughly prepared and comfort-able with their material. They outline theirmain points on a blackboard, slide projec-tor or flip chart. They also make sure thatall audio-visual equipment functionssmoothly – before they start!

Involve their audiences by solicitinganswers and information. For example,one speaker whose subject was“Downsizing in the 90’s,” had all the audi-ence stand up, and then sit down in stagesif they or someone they knew had beenaffected by firings, layoffs, take-overs,etc… Eventually the entire group wasseated.

Enhance their presentations by the cre-ative use of newspaper cuttings, cartoons,music, appropriate quotes or (relevant)anecdotes and experiences.

Often use self-deprecating humour to geta point across. This allows the audience toidentify with the speaker’s foibles.

Move around the room rather thanremain fixed behind a lectern or a table – atechnique that makes the speaker seemaccessible. Many will greet people individ-ually as they enter the room.

Avoid boring their business audienceswith material that is common knowledge.

As BNI members, you have over an hourof presentation, speaking and teachingtime during the year to educate fellowmembers of your chapter about what youdo. If you focus on representing yourself ina professional, polished and informativemanner, you can greatly increase yourpotential for referrals. ■

The DOsandDON’Tsof…

Matt’s 60-sec sales pitch is a big hitA BNI member who allows himself just 60 seconds to sell his business services to potentialcustomers reckons the one-minute discipline he picked up at his chapter’s breakfast meet-ings is paying handsome dividends.

Matt Hession, who runs Key Medical Supply in Los Angeles, realised that his target cus-tomers were too busy to accommodate a standard ‘cold’ sales call in their tight schedules.So he developed what has proved an irresistible solution: the one-minute sales pitch.

“When I get in to see my prospective customer I immediately take off my watch and put itdown in front of them. They think it’s fascinating and I gather they’re now describing me toeach other as ‘the day’s entertainment’. My customers are all independent pharmacists towhom I sell or lease medical equipment such as wheelchairs, and I need to be able to make15 to 20 cold calls a day, without people saying, ‘Leave your card, and I’ll call you back’.”

Using a carefully honed script, Matt describes his specially tailored service for indepen-dent chemists and, after exactly 60 seconds, whether he’s finished or not, he tells them: ‘Myminute is up so I’ll leave now because I want you to know I mean what I say.’ “They arealways impressed that I manage to pull it off and it clearly makes an impression.”

A week later, Matt calls the prospective customers and introduces himself as ‘the guy whodid the one minute presentation’. Matt added: “I ask them if they’ve had chance to read thedocuments I left with them, and just about everyone remembers me”.

Does the approach work? “Well, 90% of them end up signing contracts with me so I guessyou could say it does,” he said. “For me the 60 second sales pitch is a winner, and I’ve noplans to drop it – even though I may change the script to keep customers interested!” ■

Around the Chapters

Peterborough Chapter member, PhilipAmps can now boast that he’s the best inBritain after his drinks business, AmpsFine Wines, scooped the award for ‘BestIndependent Off-Licence of the year.’

Philip took the independent specialisttitle and was named joint second to theoverall winner, after an hour-long exami-nation to choose the Off Licence of theYear in a competition organised by trademagazine Off Licence News.

And, while he admits that the familybusiness is “my hobby, my job andextremely good fun,” he also acknowl-

edges that joining BNI eight months agohas made a difference both to his businessapproach and profitability.

“It is an excellent environment for thegrowth of my business, since I can accessboth wholesale and individual customersthrough my BNI colleagues.”

He particularly enjoys the camaraderieof the Peterborough Chapter. “There’s agreat combination of business and fun.Everyone has a good sense of humourand because we all really enjoy the meet-ings, we get a lot out of them. BNI hasbeen really good for my business.” ■

‘Posh’ vintner tastessuccess nationally

SuccessNet, April 2000 9

Fact-finding visit nets£1⁄2m deal for new boyWhen Stuart Saul wasinvited to considerbecoming a core memberof the new Richmond-upon-Thameschapter, it was suggested he popalong to an existing, local chapter“to see how BNI works…”

Not a person to waste time, Stuartappeared the following morning at theweekly breakfast meeting of the Kingston-upon-Thames Chapter, thought it looked‘very interesting’ and, after introducing hisinvestments and venture capital businessactivities during the 60-second slot given toguests, was promptly handed two referrals.

Some weeks later, with Stuart and hisother core group members about to launchthe new Richmond Chapter, he is busyputting the finishing touches to a brandnew venture in the information technologysector which, he conservatively estimates,will be a £170m annual turnover business,netting him personal management and con-sultancy fees of up to £500,000.

Stuart told SuccessNet: “Having beenadvised at my very first meeting of theRichmond core group to go along to anexisting BNI chapter meeting, I really didnot know what to expect. When I wasinvited to tell Kingston members about myservices, I had no idea at all that it wouldresult in my being given two referrals.

“One of them has become an excitingprospect. I have been able to introducesome other business expertise to theembryonic company, as well as help withthe necessary venture capital requirements.

“The next few weeks are fairly crucial indevelopment terms but I am hopeful thenew venture will be launched before thesummer, as a pan-European business.”

Meanwhile, Stuart is already looking for-ward to generating other referrals throughthe new Richmond group whose launchmeeting takes place on 19th April.

He added: “One never likes to talk abouta particular business venture until it is upand running, but it will be a quite remark-able introduction to BNI if my very firstreferral results in such good business.” ■

AWARD WINNER: Philip Amps, right, receives his award from Stan Middleton,Wholesales Sales Director of Carlsberg-Tetley.

Cheshire is hit by the snowball effectA mild winter it may have been, but thathasn’t stopped Cheshire being hit by thesnowball effect – BNI style – with severalchapters launched and more on the way.

South Cheshire was the county’s firstchapter, opening just before Christmas withmembers coming from the Crewe and

Nantwich areas, while following close on itsheels was Macclesfield which drew over 100business people to its February ‘kick-off’.

As a result of Macclesfield’s success, anoverflow group was started in Wilmslow,where the core group and information meet-ings attracted so many would-be members,

a further spin-off group was started inCongleton. Both have just launched.

Meanwhile, a group of Chester businesspeople have formed a core group in thecounty town. For information about anyCheshire chapter, contact Tony Coxhill,Regional Director, on 01270 620074. ■

10 SuccessNet, April 2000

Around the Chapters

Bubbling overwith creativity

Lisa Gannon and Jerry Slann (above) runcomplementary businesses, just half amile apart in Newcastle-under-Lyne.Today they are doing considerable busi-ness together, but, until BNI arrived inNorth Staffordshire, they’d never evenheard of each other.

By coincidence, both Jerry and Lisawere directors of their respective chap-ters, Newcastle-under-Lyne and Stoke-on-Trent, until the end of March, and it wasthrough their leadership teamwork thatthey first met – a few months ago – todiscover their common business interests.

They now promote each other’s ser-vices, and are pictured at a seminar onAsbestos which was held recently at theRoyal Institute of British Architects – the

second such event in which both compa-nies have participated.

Collaboration on the development ofAsbestos Permit to Work Systems hasproved mutually beneficial to their twocompanies and the seminars haveattracted delegates from all over thecountry, bringing new business prospectsfor both of them.

Their next joint venture – in June – willsee them at Manchester United’s OldTrafford Stadium, exhibiting at a seminaron asbestos managment and proposedregulatory changes.

Jerry Slann, The Environmental Man,can be contacted on 01782 713242, or e-mailed at: info@shutlers.co.uk ■

Working in harmony– ‘as-best-os’ friends More join ‘black

badge’ clubTen more members have joined BNI’s exclu-sive ‘black badge’ club, which recognisestheir success at introducing new members –and new referrals – to their chapters.

They are: Jerry Slann (Newcastle-under-Lyne Chapter); Stephen Amison, Stoke-on-Trent; Joe Margiotti, East Kilbride; PatriciaO’Brien, East Cork; Peter Snell, Rochester;Peter Beck, Braintree; Geordie Hayward,Canterbury; Rob Smith, West Malling;Dominic Leese, Uxbridge and Alan Price,Milton Keynes.

And we mustn’t forget Jon Foster ofMaidenhead Chapter who, for some reason,slipped through the SuccessNet when hebecame the first in Home Counties West toreceive a black badge – two years ago!

Oh, don’t you all just lovethem… memory hooks, thatis! BNI’s national office hasbeen inundated with contributions –from the sublime to the, well, not sosublime – since we invited you toshow us just how creative you arewhen it comes to making that last-ing impression!

National Director Gillian Lawson,tasked with choosing an outright winner toreceive a bottle of champagne in our firstquarter’s Memory Hook Contest, waseventually persuaded by the seductivewords of Telford Chapter member, Simon

Bromley who describes himself as ‘a smiledoctor’ – better known as a dentist at theBridge Dental Health Centre inOakengates, Shropshire. And his winninghook? “Come to see us for that ‘wow’ not‘oww’ experience!” Congratulations

Simon. The bubbly is on its way to you…Several other contributions came close to

stealing it from Simon, not least thosefrom Dublin Airport Chapter’s GrahamSmith, whose “If you’re lost for words, I’llfind them” seemed the perfect sign-off fora public relations specialist, and fromEdenbridge & Westerham ChapterDirector, John Durrant, the rather risque:“It’s easier to sleep at night with a char-tered accountant.” We don’t need to tellyou John’s profession!

This month’s wooden spoons go to AlanSargeant, an independent financial adviserfrom Leeds, who tells breakfast colleagues:“When you look at me, I want you tothink about haemorrhoids, because I cansave you ‘piles’ of money on yourfinances,”and to Lynn Ramsbottom, amember of Stirling Chapter whose com-pany manufactures bags and packaging,who sent us this self-deprecating memoryhook: “If you need a new bag, see the oldbag!” Lynn, it might be memorable, but isit really how you want to be known?

Among the best of the rest were:“Florists do it by arrangement” – Selwyn

Davidson, florist“Don’t get stitched up by other people”

– Jim Symes from Ashford & MaidstoneSewing Centres

“Taking more time than the rest, toensure you look your best” – Brian Brown,photographer.

Thanks to everyone who sent us contri-butions, and to those who didn’t, why nottry to win the champagne next time? Sendyour contribution(s) to Executive EditorGillian Lawson at BNI’s head office, GateEnd, Northwood, Middlesex, HA6 3QG,fax it to 01923 827813 or e-mail it to:bninet@aol.com. Let’s have an even bettercrop in June!

SuccessNet, April 2000 11

Around the Chapters

While the Internet is rapidlyestablishing itself as a seri-ous global marketing andsales medium, BNI members havegone a stage further – by developinga chat room to share ideas forboosting their business with otherentrepreneurs around the world!

The monthly sessions, conductedthrough BNI’s Yahoo chat room, wereintroduced just over a year ago as part of amembers’ educational and business aware-ness programme, and they proved popularfrom the start, with members able to dis-cuss specific business problems – and solu-tions – ‘on line’ with senior BNI directors.

“Last month’s chat attracted nearly 30participants from seven different coun-tries,” said UK National Director MartinLawson. “We were discussing ideas forjoint chapter activities and, as well as hear-ing from our colleagues in the USA, thesession brought contributions from mem-bers in Canada, Israel, Switzerland,Malaysia, Ireland and the UK.”

With so many useful tips and ideas fornew business marketing stemming from thechat room sessions, a summary of the keypoints from each month’s exchange ofviews is now posted on BNI’s website,accessible via: www.bni-europe.com, thenclicking the ‘Chat’ icon and following it tothe ‘Chat Directory’.

Martin added: “Some people might ini-tially be put off the idea of sharing theirviews about gaining business withstrangers on the Internet but, as ChatRoom regulars will readily testify, theyconstantly pick up new techniques fromcolleagues around the world and thor-oughly enjoy sharing business problemswith others who may offer solutions.”

The sessions, hosted by UK nationaldirectors Martin and Gillian Lawson, takeplace on the second Monday evening of

Bankingon BNI

Managers in at least one ofBritain’s big four banks arebeing encouraged to jointheir local BNI chapters as a meansof enhancing business relationshipswithin their local communities.

The recommendation is contained onthe ‘good ideas’ page of Natwest’sIntranet computer network (used to keepits staff and managers up to date on allbanking matters) and several branch man-agers or business managers are known tohave followed up the advice with visits totheir local BNI groups.

One such business manager is AlanNeville from Natwest’s Barnet branchwho joined BNI’s Barnet Chapter 18months ago.

He told Successnet: “For me, BNI isabout building relationships. It is mucheasier for a decorator or a similar trades-man to develop quick response referralsacross the breakfast table, but when itcomes to banking it’s a much slowerprocess. People don’t switch banksovernight and it takes time for them tomake the change.

“However when new businesses havejoined BNI they have often looked to mefor advice and support, and that is wherethe majority of my referrals have comefrom.

“I’ve also found that introducing someof my clients to chapter members hasbeen good for me in adding to my credi-bility.

“For example, I introduced one of myclients, a firm of solicitors, to a memberwho is an accountant and who was ableto save the solicitors £20,000 in tax, sothat enhanced my standing with them!”

Alan is very supportive of the BNI ethicand says that although he hasn’t yet had agreat increase in business, he has had alot of personal fulfilment from it. ■

Making the Internet aplace to talk business

the month, from 21.00 to 22.00hrs, eachfocusing on a different business or BNItopic. Subjects for the next four chat roomsessions are:Monday, 10th April: Hints for newLeadership TeamsMonday, 8th May: Sales Manager MinuteMonday, 12th June: Becoming a BusinessCard MagnetMonday, 10th July: Conversation Starters.

The easy way to enter the Chat Room isthrough the BNI website (www.bni-europe.com) where you will find it as anoption after clicking on the UK. Remember,you must pre-register as a BNI/Yahoo ChatRoom member before joining one of thesessions for the first time. ■

Seventeen newMillennium chaptersSeventeen new chapters have openedacross the UK since the last SuccessNetwas published – including the first groupin Northern Ireland (see story page 7).

As SuccessNet went to press, the num-ber of UK and Irish chapters stood at187 and, with BNI’s rapid expansionacross England – particularly the NorthWest, and East and Central Midlands – itis anticipated that the organisation willcelebrate the launch of its 200th chapterduring the spring, when membership isexpected to near the 5,000 mark.

New chapters launched this year are:

Belfast Lagan Valley. Chester, Corby.Dundalk, Forest of Dean, GlasgowClyde, Gravesend, Hastings, Haverhill,Leeds, Leicester, Macclesfield, MiltonKeynes, Pembrook, Sunley, West Mallingand Woodbridge. ■

The calm backdrop of one of England’soldest county cricket grounds at seven inthe morning is a far cry from the teem-ing, noisy streets of Kuala Lumpur – butwhat Hussein Zin found there was morethan enough to convince him he’d madethe right decision in quitting a top execu-tive post to join BNI.

Hussein was recently appointed BNI’sfirst National Director for Malaysia –resigning his post as Senior MarketingDirector for Maxis (the Malaysian equiva-lent of Vodafone) – to work alongside UKexecutive directors Robert French andAndrew Hall who acquired the Far Eastcountry’s franchise last year.

Until last month, Hussein had never

even seen a BNI chapter in action butthat changed dramatically when, on afact-finding visit to the UK, he attended ameeting of the Canterbury Chapter atKent’s county ground.

“At the meeting, 38 members passedno less than 97 referrals,” said Robert.“So, while Hussein was brave to give up ahigh-flying job before seeing how BNIworks, after visiting Canterbury he wasconvinced he’d made the right decision.He aims to have his first Malaysian chap-ter up and running by the end of April –and we intend to be there.”

Hussein (left) is pictured at Canterburywith Robert French. ■

Hussein takes Canterbury tales to Kuala Lumpur

Mike was a good and activemember in his BNIChapter. Most peoplewere surprised when he droppedout of the group only a year afterhelping to form it.

As a financial adviser, he had beenreceiving referrals and things seemed tobe paying off with some high qualitysales.

But, despite appearances, Mike had atotally different perspective on the situa-tion. In talking to him, he explained thatwhile the members all liked each otherand he believed that they would alwayshelp each other if they could, he inexplic-ably felt that it just wasn’t working forhim.

Yes, his business was doing well, but hedidn’t feel that had very much to do withhis membership of BNI.

Mike then went on to describe some ofthe new clients that he’d recentlyacquired and, oddly enough, many of theclients and referrals he described had avery familiar ring.

As it turned out, many of these peopleand companies that he referred to asbeing part of the basis for his burgeoningbusiness were the very same people thathad been referred to him by the chaptermembers throughout the previous year!

One of us called Mike to end the con-fusion over why he was leaving but, as itturned out, the call only created moreconfusion.

The conversation took an hour and inthe end we agreed with all the facts, butheld dramatically different interpreta-tions.

Mike believed that:

1He had been introduced to these newclients by members of his group or bypeople introduced to him by members ofhis group, mainly by chance.

2He also didn’t feel the results were anyindication that a ‘system’ was at work.He clearly believed that these referralswere basically coincidences. It was bychance that ‘so and so’ had bumped in tosomeone who just happened to need theservices Mike could provide, etc…

In fact, he was looking at his successfrom a position of repeatability. His pro-fessional training required him to call peo-ple from a defined list based on the demo-graphics he was looking for in a client.

If he didn’t have enough business, heneeded to call more people. The results ofhis activity were always measurable andcould always be accounted for by theactions he took. More importantly, therewas a well-defined ratio that Mike under-stood, relating to the number of calls,appointments, and closed sales.

The clients he picked up from referrals,on the other hand, always had a storyattached to them that could not berepeated, leading him to believe the ensu-ing business was coincidental.

This misconception happens whensomeone focuses on the referral ratherthan on the relationship that produced thereferral. This interpretation led Mike tothe inaccurate conclusion that the resultswere coincidental. However, it is no morecoincidental that you receive regular andconsistent referrals from the people in

your network than it is that a fishermanwho casts a net will catch fish.

The fisherman concentrates on hisaction of casting the net, not on the pathof an individual fish that swims into it. Ifhe did base his decision on that one ran-dom fish, he would quickly conclude, asMike did – that it was coincidental.

The reason Mike focused on the referraland not the relationship was because hedidn’t understand that building effectiveand profitable relationships is a system. Infact, he had never been trained on how tosystematically build mutually profitablerelationships.

In his training as an independent finan-cial adviser, he was taught about products,customer service, and cold calling.

When he did receive referrals, he had noidea what specific actions he had takenthat had caused them – so he was simplythankful for his good luck and went backto what he knew.

When it comes to networking, ‘luck’ iswhere persistence meets opportunity.There are no coincidences about repeatreferrals. They come from the day to dayactivities of building relationships.

Although they can’t be measured aseasily as tracking cold-call ratios – theresults are dramatic and almost nevercoincidental.

SuccessNet is published quarterly anddistributed free of charge by BusinessNetwork International Ltd to all mem-bers through BNI directors and chapterdirectors.

Additional copies can be obtained bywriting to, or calling, the BNI NationalOffice, at Gate End, Northwood,Middlesex, HA6 3QG. Tel: +44 (0)1923-826 181; Fax: +44 (0)1923-827 813;E-mail: bninet@aol.com. BNI Europeanweb site: www.bni-europe.com.

EXECUTIVE EDITOR: Gillian Lawson, BNI National Director

EDITOR: Malcolm Grosvenor,Grosvenor Associates (020 8541 1121)

DESIGN & LAYOUT: Ken Sheldon,Amigo Books (01579-350 579).

Copyright © BNI 2000. All rights reserved

It’s an occurrence experienced by most chapters at some stage of theirdevelopment; one of the group’s founders, usually someone whoappears to be making a considerable success of his or her membership,unexpectedly drops out of BNI. Usually, no-one bothers to find outwhy, which is a pity because it is often based on the individual’s mis-understanding of the business referral process. In this article, based ona real case, ART RADTKE, Executive Director, and IVAN MISNER, BNIFounder and Chief Executive, explain why we need to ensure that everymember understands the basis of business networking…

‘ACT NOW’ on follow-ups

Every BNI member should alreadyknow how important it is to fol-low up each and every new busi-ness referral promptly, courteouslyand professionally.

But, the following submission, receivedby SuccessNet from Jerry Davies, a mem-ber of the Carrollwood, Tampa Chapter inFlorida, might help remind us all how weshould go about responding to referrals.

Jerry, who runs a training company, alsofills a regular five-minute ‘networking edu-cation’ slot each week at her Chapter’smeetings.

She has developed this memory-joggeron how to handle referrals, which maystrike a chord:

A: Act on the referral within 24 hours. If you can’t, leave a message saying when you will get back to the person.

C: Communicate with the referralcustomer and let the him/her know if you are able to do the job within the required time frame. If you cannot provide the required service, say so,ideally referring them to someone else.

T: Thank both the person who gave you the referral and the person who is the referral.

N: Never ignore a referral. Alwaysfollow up.

O: Own the referral. Take ownership so that your customer knows you care.

W: Welcome the opportunity to discuss your business and your skills. Behonest and follow through.

The basis of networking