Networking Insight: Interview of Dr. Ivan Misner, Founder of BNI

It is my pleasure to share with you my second interview of Dr. Ivan Misner, who is the Founder of BNI, the world's largest networking organization. You can read my first interview by clicking here.

1. How do you define "business networking?"

I define business networking as the process of connecting people to share ideas, resources, information, and referrals.

2. How did you brand yourself as a "networking authority?"

I was a 20-year overnight success. It literally took me 20 years to brand myself as a networking authority. I believe that we live in a society in which everyone expects instant results. Instead, brand yourself in steps by starting locally, expanding regionally, and then growing nationally. Through writing and using a publicist to promote myself, I became recognized as a networking authority. Sharing knowledge is very important to show that you are an authority. I was fortunate to have CNN call me the “Father of Modern Networking”. Keep in mind that none of this happened to me until after I built the foundation for a successful business.

3. What are some of the strategies that you have used to build up your own network?

The key is to be a gatekeeper, become someone recognized in the community who knows people. I worked on this and people began to recognize me and my contacts. I used snail mail in the mid 80’s and sent out a letter to all of my clients and prospective clients. The letter mentioned that a large part of my business was through referrals. Attached was a list of people who I could refer by professions only (names and companies were not included). People would have to call me to get the names. I sent it out every quarter. It took until the third letter until people started contacting me.

4. How can someone leverage networking to stay relevant during challenging economic times?

Referrals are always important but during a recessionary period referrals are even more important. People want to do business with people who they know. People don’t want to spend money when money is tight. Therefore, the referral is more important. People may not buy service from an advertisement but are more comfortable to buy from a referral. People who have built a referral based business tend not to feel the burden of a recession.

5. How have you benefited professionally from networking?

I get 100% of my business from referrals and have for decades. I believe in advertising but word of mouth is a form of advertising.

6. How have you benefited personally from networking?

I love what I do. With BNI, we have 4,975 meetings each week and our members so far have made 5.5 million referrals resulting in $2.2 billion in sales. You may not be able to make a world of difference but you can make a difference in the world. BNI is changing the way the world does business and I love being a part of that.

7. How have others benefited from your network and/or expertise?

As previous mentioned, in 2008, BNI passed 5.5 referrals and $2.2B worth of business for our members. A lot of people have made a lot of money through the strategies of BNI. We are teaching the world how collaboration is a great way to generate referrals.

8. What is one of the lesser-known secrets to effective networking?

In my book Truth or Delusion?: Busting Networking's Biggest Myths, I discuss the networking myth - you have to be a real people person to be good at networking. This is a delusion because networking is a 2-part process that involves 1) meeting people and 2) building the relationships. Extroverts are good at part one because they love talking about themselves. However, they are weak at part two because they have to develop better listening skills. On the other hand, introverts are not good at part one but are good at part two because they are good listeners. Extroverts don’t necessarily make good networkers. As long as introverts can work on part one, they can become better networkers than extroverts. I also plan to target chambers and corporations. My goal is to help more and more people build a network of “knob turners”!

9. Please share a successful networking story

BNI was just highlighted on British TV, The Last Millionaire. The show is a reverse apprentice. They get a bunch of millionaires together and have to share dorm rooms. The only way to get out is by winning. In last year’s show (2008), they flew the two contestants to Hong Kong and dropped them off with some money and said start a business. Whoever made the most would win and be able to get out of the current situation. Both were given a name of people to talk to. One used this list and one used the Internet and typed up business networking and found BNI. She called the local BNI chapter, asked if she could visit, networked one morning, got the suppliers she needed, got great connections, started the business, and won the competition. She stated that BNI was the reason that she won the competition.

Networking is more about farming than hunting. It is all about building long term relationships with people. It is not a get rich quick scheme.

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