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BNI And Other Stories: How one marketer uses networking clubs to find good leads

Written by: Robin Johnston

Article Overview: A twist on the familiar: Using networking groups to find business leads.

BNI And Other Stories: How one marketer uses networking clubs to find good leads

When it comes to reeling in prospects, Mike Stipanov knows exactly where to drop his line in the water.

Mike is a member of a BNI chapter, a professional networking group in which members meet weekly to share business leads. Guests are permitted, and members are encouraged to introduce new people to the club. There are strict rules, however, about new members' professions. By charter, each club allows only one person from each profession. This serves to eliminate "competition" for leads from members who might do the same job.

Like most BNI members, Mike tries hard to come prepared with the names of a few people who he thinks might make good prospects for his colleagues. Some weeks he brings a few names, and other weeks he comes empty-handed. But every week he hopes his colleagues have turned up a few leads for him.

Mike has another angle, however, that makes his membership in BNI work for him. While most of his colleagues shuffle restlessly, hoping that the next lead passed will be for them, Mike turns his attention to the guests. In fact, he takes an especially active interest in prospective new members, and for good reason.

You see, Mike sells financial services. And he knows that some of the best prospects for the investment tools and retirement plans he offers are people between positions. He also knows from experience that BNI and other networking groups tend to be a magnet for people between positions, or those who have recently landed a new position. Accordingly, Mike keeps a keen eye out for new members and makes sure that they leave with his elevator pitch on their minds and his card in their pockets.

In doing this, Mike is employing one of the most powerful approaches in the marketer's arsenal. He is focusing on his clients and prospects, and planning to "get in their way" and intercept them at precisely the right time in their lives to be introduced to his services.

Can you learn from Mike's approach? Where do your prospects go, and what can you do to get in their way?

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