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Monday, March 07, 2011

BNI: Built From the Inside Out

We often hear about the professional that is so busy, they just work “in their business” and never have time to work “on their business”. This means they get caught up in the hustle of their daily activities but don’t have time to market themselves nor the opportunity to expand any further. Most of us have fallen victim to that scenario because, at some point, we have to do the things that actually earn us money as opposed to promoting for the future.

Now let’s look at the other side of the coin. How about the person that is super energetic and motivated and is determined to promote themselves and attend every networking event possible. They are out there wheeling and dealing, making contacts, following up and doing all the right things but their businesses are not significantly growing. What is the problem? Why isn’t all that hard work paying off? Then they start analyzing all the things which might be the problem and even step-up their efforts with no positive results. The problem may be that they have not taken the time to structure their service or product in a way that was competitive in their marketplace. In the effort to promote their venture quickly, the structure of the product or service and how it compared to the market was never carefully considered.

Here are a few points to consider:

  1. Take a look at your product or service, how is it priced compared to the local market? Have you done a little competitive analysis in your region to see where you fit in? If you are priced higher then you have to justify that with a specific value which is appreciated or desired by your potential customers.

  2. What does your most valued client like most about your service? If you don’t know then it is time to list 5-7 of your best clients and meet with them and survey them one at a time. The information they provide will be invaluable to your market strategy.

  3. Are there any add-on services or products which would make your offering more complete and convenient to your customer base? Clients will value you more if you offer them a complete solution package.

  4. Finally, this point looks at you. Do you have the licenses, degrees, training, experience, certificates and qualifications to effectively promote what you sell? Are you keeping up to date regularly with the changes in your industry? By far, the most effective marketing you can do is to establish yourself as the “expert” in your niche.
Take the time and effort to structure your product or service carefully. Make yourself competitive by offering exactly what your market wants. Build up the value of what you do so your potential customers will come to you first and stay with you for the long term. After your product structure is solid then all those networking efforts will generate the great results you expected.

Lester Salvatierra is a Finance Broker and Director of First U.S. Finance ( He helps small to mid-size companies get the money they need to lease or finance new equipment and special projects. He is also a BNI Area Director in Ventura County, CA. Ph: 805-217-9896

With over 5,500 active chapters, and over 100,000 members throughout every populated continent worldwide, BNI is the largest and most successful business referral organization in the world. BNI was founded in 1985 by Dr. Ivan Misner and the organization, which allows only one person from each profession to join a chapter, offers members the opportunity to share ideas, contacts, and most importantly, referrals. Last year alone, members of BNI passed 6.2 million referrals, generating 2.6 billion dollars’ worth of business.

For more information on BNI, please visit or call BNI Headquarters at 909.608.7575.

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The Emergence of The Relationship Economy

The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.


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