Invite people in your target market to the organization
Every organization recruits new members to its membership. BNI chapters also must introduce new people to BNI in order to increase the chapter’s potential for referral business.
Every time you meet a BNI visitor, you increase your marketing exposure. This gives you another opportunity for new qualified referred business. Every visitor to your chapter has the potential to bring you new business or open new doors of opportunity.
By following four professional recruiting steps, you can introduce new potential members to your chapter and increase your marketing exposure.
1. Know your target market.
The target market for BNI chapters is those individuals responsible for generating their own income. Examples of the target market are: a) professionals in private practice, b) commissioned sales professionals, c) small business owners and d) trades people who contract their services. Some salaried professionals also enjoy BNI if they are on an incentive program or, are working their way up the corporate ladder. An important characteristic of this target market is a strong desire and attitude to succeed in meeting one’s personal goals.
2. Invite people in the target market to your organization.
Verbally (by phone or face-to-face) invite a person to learn more about your BNI chapter. When inviting, use a prepared and memorized invitation script. It is very easy to tell too much about BNI and destroy your chance of getting the person to visit your chapter. Some words are more motivational than others. For example, never invite a person to your “meeting” or, to “join your group.” Busy people don’t have time to join more groups or attend more meetings. Instead, invite the person to attend a business breakfast where business referrals are passed.
3. Validate your invitation with third party information.
People are usually busy. Your message competes with over 2,000 other daily messages. Your message has to make an impact. Increase the strength of your message by offering the guest third-part information about BNI. You can offer a BNI flyer, a BNI article, or refer them to the BNI web site (www.bni.com). Information from these sources will generally tell the BNI story and create further curiosity about BNI. This information is carefully designed to help the invited guest decide to attend your BNI chapter.
4. Follow-up with the guest before and after their visit to your chapter
Following up is the most important step in retail and inviting people to an organization. It is important to follow-up with the guest 24 hours prior to the meeting with a “courtesy reminder call.” The courtesy reminder call should tell the guest to bring enough business cards to distribute and ask “what category of business should I put on your name tag that will be waiting for you at the registration table.” Follow up within 48 hours after the chapter meeting. Following up after the meeting helps provide the guest with answers to further questions about the program. You can now also ask them to join your chapter. If they are not able to join, then they should be asked if they know someone who would like more referred business and could be referred to the BNI chapter. When you get a contact, restart the process. (Be sure to mention your business to the new contact as part of your introduction to the invitation!)
THE SECRET BENEFIT TO PROFESSIONAL RECRUITING…
As you improve your recruiting skills, you will also improve your ability to market your business. The process of recruiting and the process of marketing are virtually the same. As you introduce more people to your BNI chapter, you are also increasing your personal and business exposure. Increased exposure is the foundation of advertisement and marketing. Best wishes!
In networking: The more memorable (positive and helpful) you are, the better the results. Questions? Feel free to call BNI Executive Director Cys Bronner 866-889-3466 or email her at Cys.Bronner@BNI4success.com
Her motto: BNI, Making word of mouth marketing work for you
Click for more information or to join a BNI chapter in the Los Angeles area