Video Transcript

Larry: Why are we here in BNI versus some other type of networking event? Generally speaking, people go to network events, they go to trade associations or networking events where people meet each other. When you go to those networking events, what do you get?

Male: A lot of business cards.

Larry: A lot of business cards. Yes, you do. Buy my stuff, buy my stuff, buy my stuff, a whole lot of that, but the goal of BNI is different. This group is not about buy my stuff. This group is about know me well enough so that you pass my name on to others, so that you can give me referrals. I don't want to sell to all of you. If I do, wonderful, but not the goal. The goal is to get into your worlds, right? If I get into your worlds, now I don't get one sale, but I get 10, 20, 50, whatever that number is of the people in your world. That's our goal. Make sense? The goal is not the transaction. The goal is the relationship. The goal is not to sell. The goal is to get someone to give you referrals. Make sense so far?

In the best case scenario in this chapter, what happens is one person hunts, four people eat, right? I'm out there. I'm trying to close my deal. I talk to my client and my client's saying, "Oh, this all sounds great. I appreciate it, Larry, but by the way I want to work with you but I'm having some trouble right now in my own family, and it's slowing me down."

"Trouble in your family?"

"Yeah, a little bit."

"Really?" Talk to him. Boom, all of a sudden a referral comes.

Now Julio talks to him. I was talking to Julio and he says, "One of the things is I want my son to get to leave, to get out, to get his own place," boom, referral. Get his son a rental, and not just that, "I'm going to move my business," boom, referral. All of a sudden, four people ate off of one person hunting. Does it make sense? That's our [inaudible 00:01:56]. That's our best case scenario. Well, how do we do that? We do know that we refer because right person, right job, right? Not even close.

We refer for three reasons. Because we know someone, obvious. Because we trust them, critical piece, critical piece. Now what if Julio wasn't the right person for this man? What if he wasn't the right person? Would I refer Julio anyway? What if I don't know? Yeah, I would because I trust him, and I know that if he's the wrong person, Julio will do the right thing. He'll pass it off. He'll say no. He'll change it. He'll tell me. I trust him enough he'll do the right thing. Even if he's not the right person, I'll still pass it because he'll take care of the guy that I give him. Does it make sense? Trust is critical. I got to be here enough to know you and trust you. I pass that referral.

The third piece I got to think about you. I got to think about you. If I don't, I'm sitting here for my client, my client says, "Oh, I'd love to work with you, Larry, but I'm a little bit worried about now about my family." I go to the book with that. Write me a check, done. It's all I do. I get my close. I walk away.

I'm sitting in the [inaudible 00:03:10] train going, "Oh, you know what? That might have been good for Julio. Oh, well," I didn't think about it. I've got to think about you. Does that make sense to everybody? Know, obvious, but trust and think about. What can we do in this room to make sure that we are known, that we are trusted, and most importantly, that we're thought about? First things, three things I talk about today. The first one is commercial. You got to be here and give your commercial. I'm going to tell you how you want to give a great commercial, most important things. I want you to stop telling people what you do. It doesn't help, doesn't help at all. We all forget. We don't remember.

Now people have said many times, "This chapter is your sales force." You've heard that before, right? It's your sales force. It's not true. It's not. I don't expect you to go sell for me. You sell for yourself. This chapter is my introduction force. That's a nuance but that's a critical nuance because if you're my sales force, if I want to sell you, your construction company, what must I know about your company?

Male: A lot.

Male: Everything.

Larry: Everything! I'm going to sell your company. I got to know ... I got to work for you for three years if I can sell your company, right? I really know what's going on. I got to have experience in your field. It's not going to happen here. If I want to introduce your company, what must I know?

Male: His name and what he does.

Larry: Not what he does, no. That's not going to help.

Male: Who he is.

Female: What he can do for somebody.

Larry: I'm sorry.

Female: What he can do for somebody.

Larry: Bingo, exactly right. I've got to know what he can do for somebody. I've got to focus on this question. Who do you help and how. Your commercial must focus on that question, not what you do, not your credentials, not how long you've been in business, not where you're located. No one remembers. Nobody cares. They can't remember anyway, but I can remember a good interesting story or a benefit you provide. I can remember that. [Local 11 00:05:09], I'm going to remember that. That's a benefit you provide, right? That's what I'm going to remember. I hear that, "Oh yeah, that's Wayne, Local 11." I can introduce you. Do I have to know where you're located or how many employees you have? No, I don't have to know that. I know Local 11, he takes care of it. Now I got it. I can pass referral. Does that make sense to everybody?

When you give them your commercial, take that time to say here's who I help and how I help them. They might say, "All right, I help a lot of people." I'm sure Wayne can do a whole lot more than Local 11, right. Whole lot more, right? Absolutely, of course you do, but I want you to focus on just one thing every week because if you listed all the things that you did, I'd remember none of them. "Larry, I want to make sure I get every single thing I do and I got to get it all out so people know." We forget it all then. You failed. This is BNI. You're going to be here every week. It's okay. You're going to see me many times. It's okay. Focus on Local 11 so I can remember that.

I'll tell you something else. Don't change your commercial every week. Instead, do that same Local 11 commercial two or three weeks in a row. Why, why would I do that? Why would I change every week? What's going to happen if you do it two or three weeks in a row?

Male: Ninety percent will remember it.

Larry: We'll remember it. I hope I'm teasing you. Here's Local 11 again. I hope that happens. What a great thing that would be. I remember your commercial so much I'm teasing you. Wouldn't that be good? Do it for two or three weeks, then change. Do someone else you help. Talk about renovations or damage from the hurricane, whatever you do. Bring up that two or three weeks, two or three weeks. I get everyone to get that. They'll remember it. Referrals will come. Does it make sense? In your commercial, focus on who do you help and how, not what you do. Get us to remember you so I can pass a referral.

Second piece, when you're doing your one to ones outside talking to people, we do this all the time, right? I hope we do. We meet other people. We sit with them, have lunch, coffee, drinks. This is not the time to focus on when you grew up and how many dogs you had. You can tell them about that if you want to. That's fine, but you want to focus on two things. The first one is success stories. Focus on telling people the success stories that you had. Focus on that. If you focus on that during your one to ones, your meetings, what do people start thinking about?

Female: Your success stories.

Male: Your success stories.

Larry: Yes, success, other people who want to match that. Julio, when you start telling me about there was a couple, and here was the problem they had, and here's how we worked on it, and here's what they did, here's what they got, no, I'm talking about the couple, not you. Who is going to say, "I'm so awesome. Look what I did." You should say, "No, no, look at this couple and what they got."

I'm going to start thinking, "I know couples like that. I remember. Yeah, I do know couples like that." I know who did this and who did that. All of a sudden now I've got referrals. I'm focusing in here on who do you help and how, and I'm focusing outside on success stories. Make sense? You have time for one more? Good, time for my last one. I'm sorry, timekeeper, I've been bad. I've got one more.

Now I'm going to ask you folks one more thing, the people you bring in here, the visitors you bring. Now we often focus in BNI on bringing in visitors who can join. That's nice. I like that, but I'm going to ask you to not do that. If you want to be able to give your referrals and get your referrals, I want you to bring someone else here instead. Bring your prospects and bring your customers. If you want good referrals in this room, the people you should bring as visitors are your prospects and your customers. Bring them.

Think about this. You've got someone who's been talking to you. They've been thinking about using you because they love you, but they haven't committed yet. [inaudible 00:09:09] meet them. First off, if they say no, who cares? You got a reason to talk to them and say, "Hey, let's talk," without saying, "Buy my stuff," which is always good for a prospect, right? You talk to them without saying, "You ready to write me a check?" "Hey, I got a benefit for you. Come on to my BNI chapter. Come visit. Come for one evening. Come for one meeting." Great, what if they actually come? What if they show up? Then what happens?

Male: They get to hear how great you are.

Larry: That's exactly right. They get to hear people go, "Yeah, Keith is awesome." He can say his commercial again. People can say, "Yeah, Keith's my guy. I love him. He's awesome. He's the best." They get to hear a bunch of that.

They start thinking, "Why would I not say yes to this guy? Why would I not say yes to this guy?" More importantly, everyone else sees who your prospect is.

Male: That's right.

Larry: Everyone else in this room sees who your prospect is, and they go, "Ah, that's who Keith was talking about. I know guys like him. I know women like her. That's who he is. That's who he's looking for," so bringing your prospects will help you. Bring your customers here.

Even better, what are your customers going to say? Keith's terrible? No, they're going to say, "Keith's awesome. He helped me out. He's a great guy." Now you get good testimonials, "He is wonderful," but also we all see who your customer is. Does that make sense? The last you can try is bring your vendors here, people who service you. Bring them here. Why will they show up?

Female: Because they want your business.

Larry: Yeah, because you pay them. That's exactly why they'll show up. Yes, you pay them. They're your vendors. Yes, they will show up. Now when the vendor comes here, what's the vendor going to say?

Female: [inaudible 00:10:45]

Male: They're going to say nice things about you.

Larry: Of course, they are. They're not going to say, "Ah, [Rebecca 00:10:49], terrible, I hate her." They're not going to say that. You pay them. "She's the best thing in the world. I love her." The vendors also show you who's the referral source for her. Does that make sense? Shows you that also. Think about bringing your prospects, think about bringing your customers, think about bringing your vendors, who you bring here to get more high quality referrals for yourself. This is being selfish, isn't it? That's okay. Be selfish for a little bit. It's okay. Bring these people here. Help the chapter out. You'll get more referrals.

When you're out there having your one to ones, your lunches, your coffees, your dinners with your people of this chapter, focus on success stories so they can hear who you help and in their heads remember that's who I can refer, perfect. Last thing, when you're in this room, when you're giving your commercials, focus on who do you help and how, and repeat that commercial at least twice in a row, preferably three times in a row. Focus on one at a time and change as the weeks go on. That's going to help you in this chapter to get better referrals more often. Any questions about that? Have a great time.

Female: Thank you.