Bni Boosts Businesses With The Word Of Mouth
Illawarra Mercury
Thursday December 7, 2000
Shellharbour small businessman Andy Reay has given the Yellow Pages the flick.
Although he's only had his fledgling lawn mowing and gardening business for three months - a stage where most would be grasping at advertising lifelines - Mr Reay insisted there are better ways.
He's one of 19 Shellharbour business owners who rise early each Wednesday morning to attend a breakfast meeting of Business Network International.
The Shellharbour chapter was established in September to offer members the opportunity to expand their businesses using the most traditional form of advertising of all - word of mouth.
Group spokeswoman Nevenka Dragovic said the group's aim with its weekly breakfast meetings was simple - to generate business referrals.
``We have only one of each type of business represented," she said.
``So you cut out your competitor."
If several owners of the same type of business wanted to be part of the group, only the one with ``the right attitude" would be invited to join.
Once in, members must adhere to a strict set of guidelines all designed to ensure the BNI group remains true to its central aim.
``You can't miss more than three weeks because you'd be letting the other members down," she said.
During each meeting, each member spruiks for one minute about their business, including the sorts of customers they need at that time, and one of them delivers a 10-minute talk.
From this process the referrals flow.
For Mr Reay, being a member of the group has meant he doesn't have to advertise at all.
``Over the last three months I've received between 30 and 40 referrals," he said.
The BNI's Shellharbour chapter is one of 55 established across the country in the past three years.
© 2000 Illawarra Mercury
