The lifeblood of BNI is referrals. Sure, there are other benefits to being a member – but referrals are what make it all worthwhile. It’s the power of Word-of-Mouth (WOM) marketing in action.

There’s plenty written and said in BNI circles about the types and quality of referrals – especially to help new members understand the difference between a lead and a true referral. Some referrals are just “they’re expecting your call,” while others are, “I’ve already sold you in—let’s go close the deal together.”

These distinctions don’t always carry over into the non-BNI world, but the broader principles of WOM marketing absolutely do.

BNI is designed to be a network of networks. I am not in the room as the customer. I am in the room as a salesperson for everyone else in the chapter. It isn’t about what I need or buy, but what those in my network (i.e., outside the room) need and want to buy. This revelation doesn’t always hit new members early on. It can take time. BNI at its most powerful is when referrals flow from my external network to my BNI network.

Here’s another kind of referral request – one where I am the customer. The classic “I’m looking for a…” ask.

Recently, I asked my BNI chapter if anyone could refer me to a gardener or lawn-mowing service. That classification was empty in our chapter (yes, I know, that’s always a recruitment opportunity). I also reached out to our Director Consultant to see if any BNI members in other chapters could help. And it worked! A chapter member referred someone, and I found a great gardener.

But, my expectation when asking to be referred in this way is not for a list of random names (or JFGI). I am asking for a referral. I am asking for someone you personally recommend. Not someone you met at a barbeque last year, but someone you know will give me great service. In particular, someone who when I mention something like ‘Kim Brown gave me your name’ they will make sure they give me great service. I’m not after a discount, ‘mates rates,’ or similar. I just want to know the referred supplier will do a great job.

This is, I think, what we have come to expect when we refer members of our BNI chapter to someone in our network. A BNI referral implicitly involves the referrer (the BNI member) attaching some of their own reputation to the referral. And this is what makes BNI referrals great referrals – that ‘white gloves’ treatment promise that goes with it.