Durango’s business community embracing the referral network organization, BNI

“Nick and I were both in BNI chapters in California,” said Coburn, who, with Kapustka is a chiropractor and owner of Serving Life Chiropractic in Durango. “So that was one of the first things we wanted to do with our business when we got here.”
Indeed, the couple contacted the BNI regional director and went through the process of setting up a new chapter, which included training a core group of committed individuals then hosting a kick-off event to introduce others to the concept.
“Our (kick-off) event had 125 visitors attend,” said Suzi Loether, of The Mortgage Pros and one of the initial BNI members in Durango. “They (BNI International) had never had that happen at any kick-ff in BNI history in the United States. From that we got 75 applications to join.”
“It kept attracting individuals who saw the vision and the value, and blossomed from there – bigger than we thought it would,” said Coburn. “It’s very shocking. We had no idea.”
And thus BNI-Durango is off and running, in less than a year and a half boasting four active chapters, each with some 25 to 30 members. BNI appears to be filling a void in the local business community.
 

In simple terms, BNI is a business and professional networking organization. According to its web site, it is the world’s largest business referral organization with in excess of 100,000 members in 37 countries. Purportedly, in 2007, the members shared 5.5 million referrals that resulted in more than $2.2 billion worth of business.

“My business has added about ten clients who are a direct result of my membership,” said Steve Pease, an investment advisor with Pease Financial Group. “The real benefit is exposure to a large group of people who act as your sales force and increase contact spheres.”
BNI was launched in 1985 by Ivan R. Misner, Ph.D., who created the structured and supportive system for “giving and receiving” business. In formal weekly meetings, members develop personal relationships with other qualified professionals who are sincerely committed to helping one another through networking.
 “The whole premise is ‘the Giver’s Gain,’” said Kapustka, who first experienced BNI in Michigan. “So the more you give, the more you’ll gain. It’s a proven system, which is amazing, and it’s built around education. You’re educated on how to get the most out of your membership so you can market your business. Basically, it’s the only way that we market, and it makes so much sense to us because it’s all about building relationships.”
Each chapter permits only one person from each profession or business specialty, so members don’t compete with each other. Attendance at the weekly meetings is crucial, as during that time, all members are required to speak briefly on one aspect of their business to educate their fellow BNI members about the business, and also alert them to the types of business referrals they seek.

“Part of what you do in the meetings is learn how to communicate the heart of what you do in a 45 to 60 second time frame,” said Loether, who has managed her successful mortgage business for nearly 20 years. “What I noticed within two weeks of being involved in BNI is how I was communicating with people changed dramatically. I learned to become much more concise yet extremely descriptive, so my communications skills were enhanced.”
“It’s all about listening and gaining knowledge about other people’s businesses,” added Kapustka. “The format of the meeting is exactly the same no matter if it’s in Japan or in Durango, and it works.”
Two highlighted presenters from within the group also speak at each meeting, offering more in-depth information about their businesses. No outside speakers participate, with the exception of occasional members of the BNI leadership community who help members with further self-marketing education.
“It’s uncomfortable for a lot of people at the beginning, especially getting up and presenting,” said Coburn. “Now, at least with our two chapters, when you go, you feel like you’ve known each other forever. You’re doing business, but having a lot of fun at the same time.”
The non-compete mandate is one reason multiple BNI chapters have been launched in Durango. For example, since Kapustka and Coburn are both chiropractors, they belong to different chapters. Coburn’s meets Wednesdays from 11:30 a.m. to 1 p.m. at the Rec Center, and Kapustka’s on Thursday’s from 7 to 8:30 a.m. at the Unitarian Church. The remaining two meet at the Wells Group and Prudential.
“I’m a morning person,” said Loether of being part of the 7 a.m. group, acknowledging that people repeatedly question the time of day. “It is so super-charged with energy and laughter, that even people who come dragging in with a friend, asking, ‘Why am I here?’ within 10 minutes, they’re going, ‘Oh my gosh, feel this, this is an amazing experience.’”
“Once people experience it and see the value it has for their business, they usually will figure out how to make it happen and make that time commitment,” said Coburn. “It’s not for everyone, for sure. You have to have a passion about growing your business and want to be sharing with other people about what you’re doing.”
“It’s a hour and a half out of our week that we are working ON our business rather than IN our business, and that’s so important,” said Kapustka. “And literally, that’s our marketing team, so it’s a marketing meeting. When you view it like that, it’s a no-brainier. An hour and a half a week? That’s a piece of cake. That’s why BNI is so successful, it’s asking you for that commitment.”

Membership comes following an application process, including a reference check and discussion among current members. Personal and business ethics are paramount, as members will be referring business to these individuals. Durango’s participants appear to be primarily small business owners, and ages range from recent college graduates to seasoned professionals.
The first-time application fee is $100, with the annual membership currently set at $330. Fees support the parent organization and cover costs for supplies, training and education. New members are also required to complete the MSP – Member Success Program – within 60 days of acceptance.
Though members tout the positive aspects of BNI, Coburn admits that conflicts do arise, primarily because many businesses have aspects that overlap. As an example, she cited the Spaaah Shop, which has product sales, facials, massage, pedicures and manicures.
 

“That could wipe out five business people at the table, so to get people to understand the power of getting really specific about representing just one aspect of the business is not always the easiest,” said Coburn, noting trust can be lost if members feel a sense of competition. “With the Spaaah Shop, her category is aesthetics, so she focuses on the service of facials. She’s not allowed to talk about product, so it’s tricky.”
Even with the limitations, Christine Helm, owner of the Spaaah Shop, praises BNI noting, “”It’s a great organization that connects people who are serious about making their business successful with others who have the same goals. It’s action-oriented with a dose of accountability.”
“Dealing with chapter issues and conflicts between members has been interesting,” added Pease, who is vice president of his chapter. “The position has helped me grow personally and professionally.”
According to Coburn, the ideal chapter size, based on BNI studies, is 40 members, thus potential openings are available in each of Durango’s four chapters. To visit a meeting or for further information on the local BNI effort, contact Coburn or Kapustka at  [email protected].
Learn more about BNI International on the web at www.bni.com.

 
 
 

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