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 Channel Futures

Sales & Marketing


MSPs Leverage BNI for Sales Leads

  • Written by Joe Panettieri 1
  • September 4, 2008

During a dinner discussion at MSP Revolution, a managed services summit in Chicago, several attendees mentioned that they participate in BNI (Business Network International) to help generate new sales leads. Here’s how BNI works.

BNI has chapters across the globe. According to the organization’s New York chapter Web site:

Only one person from each professional Classification is permitted to join a chapter of BNI. Membership Committees of each chapter have final authority relating to classification conflicts.

In other words, the chapters are a way for entrepreneurs, business owners and other pros to generate sales leads for one another. During weekly meetings:

Members are required to bringing bona-fide referrals and/or visitors to their chapter of BNI. Chapters may establish a minimum number of referrals and/or visitors that is acceptable to maintain membership.

Assuming you get your foot in the door with BNI and become a member in good standing, the organization is a true lead generation system, according to several attendees at MSP Revolution.

I’m intrigued. And seeking to learn more about BNI.

Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Sales & Marketing

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4 comments

  1. Avatar StuFinancesTech September 5, 2008 @ 9:22 am
    Reply

    I’m in a group very similar in format to BNI and visited a local BNI chapter prior to my joining my group I’ve been a member of for 2.5 yrs now.

    Many of my best MSP vendors I work with came as a direct result of these groups, either they were a member too or a member of the group knew one to introduce me to once I educated them as to how the MSP benefits as well as me benefiting. Those that are members seem to feel like they are getting enough out of it if they get 2-3 managed service (as in ongoing monthly) clients a year.

    The cost is nominal so the real cost to those who join these groups is the time required to invest in getting to know others and their business and how and what referrals to give them since giving is an important part of the equation. Those that don’t give don’t last long…..

  2. Avatar Richard Poi September 6, 2008 @ 11:15 am
    Reply

    BNI is the largest business referral organisation in the world that prides itself in generating qualified referrals and not sales leads.

    When a qualified referral is passed, the BNI member who receives the referral is expected to present his/her business to a business prospect interested in his/her products or services. Though it gives the opportunity to present the business, it is not a guaranteed sale. The good news is that it is not a cold call and no further qualifying is necessary. It is expected to have been qualified by the giver for recipient.

    Sales leads however are given outside BNI meetings but are never passed as referrals at BNI.

  3. Avatar Joe Panettieri September 6, 2008 @ 3:14 pm
    Reply

    Richard: I apologize for not clearly articulating BNI is great for “referrals” rather than sales leads. Very important distinction.

  4. Avatar Steve Noel September 6, 2008 @ 3:51 pm
    Reply

    BNI is the single greatest marketing tool I’ve ever used to promote my business. It’s a system and one that works very well. It generated 2 billion dollars in business for its members last year. There’s about 5000 chapters and 70 000 members globally. Best of all its cheaper then running a yellow page’s ad. I have nothing but praises but like anything you get whatever you put in.

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