A record breaking chapter in the story of BNI

Have you ever heard of BNI? Do know what it is - let alone what the letters stand for?

A quick straw poll of this writer’s nearest and dearest revealed very little in the way of experience or knowledge about the existence of this organisation, either in Australia or in the UK. And yet BNI is responsible for generating more than US $2.3 billion dollars worth of business for its members across nearly 50 countries. That’s one statistic that’s very hard to ignore.

So what IS it exactly?

BNI stands for Business Network International and is known as the world’s largest referral organisation.  The basic idea is this: A BNI chapter is formed consisting of only one representative of each profession so that the element of competition is ruled out. As a member you meet BNI members who may be able to use your services but who also may be able to recommend your services to others. As the BNI website says, “Belonging to BNI is like having dozens of sales people working for you because all of them carry several copies of your business cards around with them” which they then pass on to others who may be your potential clients. When you join a BNI group, it’s as though your sales force increases straight away by a factor of however many other members there are in your group.

In addition, belonging to a BNI group adds to your business’s credibility and trustworthiness since your credentials and references will have had to have been checked out in order for your membership to be approved.

How does it happen?

At a typical meeting, members have the opportunity to stand up and give their 60 second infomercial; the chance to describe their business and sell their services. It’s also a good opportunity to develop their public speaking skills. Members can then pass on referral slips to other members containing the details of potential clients that would be interested in their business services. It’s also the opportunity to give thanks for closing business on referrals and to give testimonials on services provided by BNI members. Think about it – where else would you get the opportunity of having somebody say really great things about your business in front of so many people?

Don’t rest on your laurels

However, it’s important not to be complacent; in this organisation you reap what you sow and if members aren’t proactive, the whole idea is rendered useless. You can’t stand on the sidelines watching and expect to reap the benefits of having lots of referrals; you have to do your bit and act as business marketer on behalf of your BNI colleagues otherwise your credibility as a business networker will be compromised. As Andrew Plimmer, president of BNI Team Winning Edge (Kawana Chapter) likes to explain, BNI is a system and, if you follow the system, it works really well.

BNI on the Sunshine Coast: Team Winning Edge

Team Winning Edge is the Kawana Chapter of BNI on the Sunshine Coast. Established in 2008, it intends to become the largest BNI group in the world. To facilitate this, the chapter recently held a Big Breakfast meeting at the Maroochy Surf Club with the aim of signing up more members. On the day there was an impressive turnout of more than 130 local business leaders. By the end of the breakfast meeting, around $16000 worth of business had been passed between members and, at the time of writing, 20 more new members signed up.

If you would like to take part in a structured system of giving and receiving business, try Googling BNI to find out where your nearest chapter is. Or if you’re on the Sunshine Coast, check out Team Winning Edge to see if you can be part of a world record breaker!