BNI is NOT a Networking Organisation...actually!

Does that come as a surprise? It probably does to many people, especially those who think of BNI as being archetypal networking, but the truth is, it’s not!

Let’s put it another way. Would you say that 30 people coming together for a meeting every week, during 75 minutes of which they only speak once, sounds like networking? I don’t think so!

So what is it, if not a Networking Organisation? Well, actually, it’s a Referral Marketing Organisation, and if you’re wondering what one of those is, the answer is that it’s the framework within which members can implement a Referral Marketing Strategy that is going to bring them as much business as they want to receive, which is a different beast entirely.

You see, the people in each BNI Group, BNI Bath Circus in particular, do not attend each week to network: they attend to meet, teach and receive instructions from their network. It’s very different.

Think of it this way. When someone, you for example, takes the decision to accept the invitation to apply to join Bath Circus, what you’re actually doing is buying a share in a marketing company. You’re buying into a marketing team, all of whom are tasked with finding new business. All you’ve got to do is teach them what you’re looking for and how to recognise opportunities for you, as you would any sales team. And then you’ve got to learn about them and their business so you can do the same for them. It’s called “Givers Gain”, you help me with my business, and I’ll help you with yours.

Sound simple? It is! Sound easy? It….is, you’ve just got to change your mindset from looking for business for yourself all the time, to spending that time looking for business for the others in your Chapter. Once you get that new way of looking at business established in your head, and start to realise the amount of support that you get from your fellow members, the amount of fun, the friendships that develop and the buzz from being part of a team that’s achieving things, then….well, you won’t want to be anywhere else.

(by Ed. ... thanks Darrell)

Darrell Cocup, as well as starting Bath Circus Chapter in 2002 runs a copywriting business called Just the Words, about which more details can be found on our Members Directory page where he is included as an honorary member of the group.