Does speaking in front of a group of people send you careening over the cliff of reality and into a panic attack-filled chasm thousands of feet below? No? Well, that’s wonderful! I’m better these days, but people who know me well are aware that I’m more than a little bit shy. Most of the gregarious crew at Synotac are members of various business organizations: Metropolitan Business Association, American Marketing Association, Sustainable Business Network of Portland, the Accelerator Group.
Though my official role at Synotac isn’t sales-related, I’ve been wanting to meet new people, get involved in the business community, do my part at Synotac —and maybe step outside of my shell at the same time. So, when my friend Marsha of Bridgetown Therapeutic Massage started talking positively about a business group she has involved in for about 5 years, it piqued my interest. Marsha is an excellent massage therapist, but I’ve always respected the way she ran her business as well. She’s organized, professional and dynamic—she has changed her business model to meet changing clients and trends and is now teaching classes. As someone who was a massage therapist for a time, I know how difficult it can be to get out there and market yourself in a crowded market—if you’re shy, the not-so-fun part.
The name of the organization Marsha introduced me to is BNI (Business Network International). Her chapter (the Rose Quarter) has weekly meetings on Fridays at 7am. Despite my apprehension about both the hour and the activity, I pushed my excuses aside and took Marsha up on her invitation. When I arrived it was more or less what I had expected for a early morning meeting: Lots of folks gathering in a meeting room, chatting with caffeinated beverages in hand. Something was unexpected though—everyone was smiling, laughing, talking about their week—genuinely enjoying each other’s company.
Let me back up for second. At some events and trade shows I’ve attended over the years, this last element was often missing—the ‘genuine’ part. I’ve often felt as though I had giant dollar signs on my forehead, was being pelted by finger guns, accompanied by faux smirks, winks and backslaps. Once I’m asked actually about myself and start into my story, I have often received the thousand-yard stare and got the impression the person I was speaking to was mentally calculating their taxes or thinking about their next prospect across the room. Unless I am an anomaly, this aspect probably turns a lot of folks off to networking in general—making it more of an obligation than a way to meet some interesting people. What made this group different?
Everyone took a seat at the tables in a square around the room and the meeting started on time. After a few announcements and a welcoming of visitors, everyone around the room gave a 30 second ‘commercial,’ a short summary of the business they represent. Most were sole proprietorships, others part of small or large companies. The approaches on delivery ranged from reading from notes to one woman breaking out into a summary of her business (a mobile car mechanic) to the melody of the Gilligan’s Island-theme song. Good morning! Marsha mentioned ahead of time that I would need to give my own commercial, so I had stayed up late crafting and practicing with my patient wife. When my turn came around, I plowed through the impending tunnel vision and delivered my commercial—with minor flaws. Whew.
BNI works on a referral system. You give leads to other members and indicate the intensity of the lead on a card with all of the relevant contact information on it. The better you know someone in the group—and their business—the more effective the referral trading you can do with them. The whole concept is built on relationships. If they know you are a decent person and that you run an honest business, they will want to spend time with you, share ideas and send business your way, should the opportunity arise. Everyone is putting their reputation on the line by vouching for each other. BNI seems to foster these relationships by encouraging folks to meet with members outside of the weekly meeting to get to know each other and their businesses. If an opportunity comes up, they can refer you with confidence and accuracy. Accountability, genuine relationships, positive attitudes, meeting new people from an incredibly diverse set of businesses—each with their own ideas and aspirations? Alright, I’m with it so far.
Several people welcomed me before and afterwards. They wanted to hear my story. They looked me in the eye when they talked to me. They listened and didn’t seem in a hurry to move on. They smiled and were in a heck of a good mood for a Friday morning. And most surprising—I felt comfortable. Some of them approached me with a “I’d like to talk to you later about web stuff,” but I was a person first and someone they might be able to help—rather than sizing me up for what benefit they could receive. Now, before your eyes roll out of your head with my idealistic mumbo jumbo, let me be clear—this is a business organization. People wouldn’t jump out of bed at 5am on a Friday to be a part of a business organization if they weren’t making money. My point is that the concept works because of the genuine relationships that the members seem to be cultivating with other members. You want to help them because they want to help you. I’d argue that hose are the type of relationships worth cultivating.
Maybe my rose-colored glasses will come flying off at some point and I’ll go back to hiding behind my monitors and let my coworkers be the social butterflies, but my membership application was accepted last week and I’m already looking forward to seeing everyone on Friday morning—there’s some really interesting people in my group I’d like to get to know.
