Last weeks presentation on how to invite a visitor using a letter went down pretty well. About half the members volunteered to try it out next week. While they do - I thought I would cover off on something that crops up in every chapter - conflicting categories. Rather than wait for this problem to bubble up I'm going to address it now.
This morning I would like to discuss intimidation. Lets face it - we all feel intimidated from time to time. In the BNI you are most likely to feel intimidated when someone in your group starts to pitch for work that looks like it should belong to you - or at least you think it should belong to you. After all - if you are shelling out the big bucks to be a member - you deserve all the work you can get your grubby little mits on. So lets talk about categories and how to avoid that sinking feeling.
The first step in handling category conflicts is to get it straight in your own head as to what it is YOU are looking for. What is your USP and what makes you different. The most successful businesses are those that excel at providing a particular benefit. Of all the services you provide - there is probably (or should be) one or two that you really are the best at. Don't try to be a jack of all trades but a master of one. We're only interested in referring work to masters - not jacks. Once you have identified what you can do for the group that really makes you stand out - it becomes easy for members to find work for you and have confidence that you will provide the best possible quality service. For example, in some chapters you will find that there could be two printers - one lithographic and one digital. Each focuses on their particular strengths. In our own chapter you we have two solicitors - one commercial and one private. In these cases it often happens that those that in the closest supposed competition can refer work to one another.
The second step to chapter harmony is to seek clarification as to who does what within the chapter. If you are uncertain as to where a referral should find a home - ask. If you receive a piece of business that should be directed to someone else in the chapter - say so. We are attempting to build good will and trust in the group. Acting in this way will do wonders for your credibility amongst those that share services with you. Instantly they will feel secure in the knowledge that they should not be threatened by you. This will lead to them relaxing and finding ways to find work for you in return.
If you do want to pass business to someone outside of their category - DON'T pass it as a referral. This goes for cross chapter referrals also. It will come up in the reality check and will damage your relationships within the chapter.
In the mean time - don't be intimidated - be profitable. Next week I will do some work on helping you to figure out your USP.
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