Episode 977: The Willing Conversation (Classic)

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Episode 977: The Willing Conversation (Classic)

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Note: This is a rebroadcast of Episode 748, first published on March 9, 2022. Some links and offers may no longer be valid. Synopsis To receive more effective referrals from the members of your BNI group, it’s really important to help them understand your business and your target market enough to identify a good referral. To do that, you need to make sure they know these four things. The Needs AssessmentYour Unique Selling PropositionWhy Are You in Business?What’s Your Emotionally Charged Connection? Listen to Episode 451 and read “Why You Do What You Do Is Your Key to Success” for more about Emotionally Charged Connections. What have you shared with your network that has helped you gain willing conversations with prospective customers? Share your answers in the comments. The Official BNI Podcast is sponsored by Misner Audio Programs. Complete Transcript of Episode 748 Priscilla:Hello everybody and welcome back to The Official BNI Podcast. I’m Priscilla Rice and I’m coming to you from Live Oak Recording Studio in Berkeley, California. And I’m joined on the phone today by the Founder and the Chief Visionary Officer of BNI, Dr. Ivan Misner. Hello Ivan, how are you and where are you? Ivan: I am at home in Austin, Texas this week. And, you know, most of our podcasts, almost all of our podcasts, land a post on Wednesday morning. And many of you may not know this, but for the last couple of years, every Wednesday, I have Sam Horn come over in the morning. Sam wrote the book, “POP!” where she mentioned BNI, and that was before I knew Sam. And she also wrote the book, “Someday is Not a Day in the Week.” I talk about Sam and quote her in a number of places. She comes over every Wednesday morning after this podcast goes live. And we do what we call “Writing Wednesday.” But honestly, Priscilla, it’s oftentimes ‘talking’ Wednesday. We talk. We talk a lot about writing, but we talk a lot. And today’s topic is The Willing Conversation. Priscilla:Uh huh. Ivan:And so it’s about talking to people. Do you remember, Priscilla, when you were a kid how fun magnets were to play with? Priscilla:Yes. Ivan:Yeah, I loved magnets. And depending on which way you turn the magnet, they were either attracted or repelled by one another. And as an adult, we may find ourselves feeling six years old again when we make a phone call to a referral, who turns out to not be a referral at all. And similar to a magnet that’s turned the wrong direction, you’re not being embraced in that conversation, you’re being resisted. So the referral you were given that should have been a warm introduction quickly turns into a cold call. We all want good referrals, people who want to talk to us. We want to give and receive referrals that are willing conversations about the products and services that we have to offer. And to receive more effective referrals from the members of your BNI group, it’s really important to help them understand your business and your target market enough to identify a good referral. So here are four tips that you can follow that will help you with those willing conversations. The first tip is The Needs Assessment. It’s really your responsibility to be very clear; it’s our responsibility – I’ll talk about it with me as well. It’s our responsibility to be very clear and specific with our referral partners about what constitutes a good referral. And this is a combination of an ideal prospect profile and the problems that we can solve for them. Because it’s not just about what you do, it’s about what solutions you have for the people that you’re working with. It’s about what Andy Bounds calls the AFTERs —what are things going to look like after you’ve worked with them. So, the needs assessment really is an example of you clearly defining your target market. So for a corporate coach, as an example, you might say that a small to medium sized company with fewer than 100 employees, closely held business – family owned business, regional with locations, you know, local in a state or two, and that they as a coach provide themselves on higher than average retention, getting companies to have higher than average retention for employees. And they may be in a competitive industry and as an executive coach, you can help them gain an advantage. So, you know, you want to communicate your target market very clearly to the people in your BNI group. Ivan:You also want to describe your Unique Selling Proposition. So do you have dozens or hundreds of competitors in your marketplace? You probably do. And that means that your unique selling proposition, or USP, is really important because it allows you to stand out among your competition. Your USP is a brief description of the purpose of your business. It’s stated in the most concise and compelling way possible in order to help others understand the unique value of what it is that you do. So your unique selling proposition tells ...

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