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| 圖片來源：http://blog.udn.com/anserelearning/24357756 |
摘要—
在這集播客，米勒博士討論簡化公司故事的重要性，這樣BNI銷售團隊夥伴能更了解你在做什麼及遞交最棒的引薦單給你。
- 教育其他會員遞交引薦單給你
- 具體說明你的產品，服務和目標市場
- 這是你的責任去傳答這個訊息—不是讓其他人自己查獲
- 不要假設其他人都知道你的生意在做什麼
- 不要只是想得到訂單，而是培訓銷售人員
- 弄清楚是什麼讓你跟別人不一樣，甚至更好
- 寫下你的PVS(個人價值聲明）
- 不要想讓所有人都滿意
Frank Felker：
哈囉，大家好，歡迎回到BNI官方播客，由NetworkingNow.com提供給您，一個線上人脈網絡網站。我是Frank Felker，現在在華盛頓DC，現在在線上的是BNI創始人及董事長伊凡米勒博士，從位於陽光普照的南加州BNI總會撥電話進來。你今天好嗎，米勒博士？
Doctor Ivan Misner：
好的不能再好了，Frank。
Frank:
我不會請你描述細節，但很高興你很好。你今天帶來一個有趣的主題跟我們分享，我認為那是每個BNI會員都受惠的，簡化公司故事該怎麼做？你要跟我們說什麼呢？
Ivan：
我認為引薦式行銷的核心是BNI會員教育其他會員如何遞交引薦單。因此，人們必須精確知道你到底在做什麼生意，提供什麼產品或服務，你在什麼情況下會提供服務。你提供的資訊越具體越好。
關鍵是身為會員的你有責任傳達這個訊息給其他會員知道，讓他們清楚知道。因為沒有人比你更清楚你在做什麼生意。
問題是你的引薦夥伴真的具體知道你在做什麼？我認為在分會中這是一個問題，人們都只是做簡報，並沒有有效的描述他們在做什麼。
Frank：
我常在想，我們總認為每個人都跟我們一樣清楚知道我們在做什麼。
Ivan：
是啊，尤其是某些行業別是大家都很熟悉的，例如花店，銀行家和律師等等。還有很多行業是會員不知道，所以你提供的資訊越具體越好。
我也許之前就說過了，但這值得再說一次：當你在做60秒簡介時，不要只是拿到訂單，你要做的是訓練銷售人員。每週會議，你都要再次說明你的生意。
為了確保引薦式行銷計畫是有效且可行的，我認為很重要的是每位會員花幾分鐘時間想想他們現今生意的定位。想想你的生意。想想過去幾年怎麼過的，想想你的生意如何服務他人？誰是你的客戶？你的目標市場？
要非常具體。看看你的生意並確認你想跟哪些利基市場合作。你的核心能力是什麼？什麼是你做的最好且是比大部份競爭者更好的？當然，你要怎麼跟你的對手競爭？若你都能回答這些問題，你就能幫助BNI夥伴明白我們跟其他人的不同之處。
Frank：
有道理，這讓其他人比較容易引薦生意給你，因為他們知道你們不同於其他人的地方。
Ivan：
當然。釐清這些問題能幫你跟其他人說明你的生意是什麼，讓他們容易記得。當他們在外面談他們的生意時，他們能想到一些你在做的事。
我的一位好朋友，Lou Cassara，寫了一本書叫”From Selling to Serving”。在那本書裡，Lou討論PVS，全名為個人價值聲明。你的目的是很重要的。
你的個人價值聲明提供機會給你的客戶，職員和BNI會員。Lou是BNI的支持者。當你清楚您的價值聲明及如何整合到業務時，你能建立一個溝通管道，讓人能跟你做有效溝通。
Frank：
真有道理。
Ivan：
有很多行業和公司想要滿足所有客戶需求。我看到這個情況很多年了。當我是管理顧問，我看到很多公司都這樣做。BNI會員們請不要這麼做。
聚焦在你做的很好的事情，將這些事紀錄下來，你可以跟其他人做溝通使用。透過瞭解你在做什麼，你就能跟你的引薦夥伴溝通。這能幫忙教夥伴，讓他們知道如何遞交引薦單給你。這就是人脈網絡運作。我認為這個主題很棒，適合培訓協調員用於接下來的會議中。
Frank：
我完全同意。縮小個人價值聲明到60秒或45秒簡報是很棒的。你認為呢？當有人問你BNI的個人價值聲明是什麼？
Ivan：
就是說到做到，我建議大家坐下，然後建立一個如何教育夥伴的課程。
Frank，如我所說，我跟人們說我在改變世界做生意的方式。我們的理念是付出者收穫，跟大多數的企業理念不同。BNI跟我自己，還有BNI董事們，在嘗試幫忙教導人們一個不一樣做生意的方式，建立在培養而非狩獵的關係。
Frank：
太棒了。這說明的很清楚，我認為短短的時間就能讓我們明白你們正在做什麼。我們這週播客的時間也差不多要結束了。還有沒有什麼需要補充關於這個主題的？
Ivan：
我想差不多就這樣。正在聽播客的會員，請把這個跟你的培訓協調員說，並分享在分會的例會，因為我認為這是培訓協調員能分享的重要主題。
Frank：
謝謝米勒博士。我是Frank Felker，我們下週BNI官方播客見。
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Episode 7: Simplify Your Story
Synopsis –
In this episode, Dr. Misner discusses the importance of simplifying your company’s story so that your sales team of fellow BNI members can better understand what you do and how to send you the very best referrals:
• Teaching Other Members To Send You Referrals
• Be Specific About Your Products, Services and Target Markets
• It Is Your Responsibility To Communicate This Information – Not For Others To Ferret It Out
• Don’t Assume Others Understand What Your Business Does
• Don’t Close A Sale, Train A Salesforce
• Clarify What Makes You Different and Better
• Write Your PVS (Personal Value Statement)
• Don’t Try To Be All Things To All People
Complete Transcription of BNI Podcast Episode 007 –
Frank Felker:
Hello everybody and welcome back to the official BNI podcast brought to you by networkingnow.com, the networking site on the net for networking downloadables. I?m Frank Felker in Washington DC joined on the phone today by Founder and Chairman of BNI, Dr, Ivan Misner, calling in from BNI headquarters in sunny southern California. How are you today Dr. M.?
Doctor Ivan Misner:
If I were doing any better it would be illegal, Frank.
Frank:
I won?t ask you to go into details, but I am glad you are doing well. You have a very interesting topic for us today and it is something I think that every BNI member can benefit from, which has to do with simplifying your company?s story. What can you tell us about that?
Ivan:
I think that central to the referral marketing process for any BNI member is teaching the other members how to send you referrals. In order to do so, people have to know exactly what it is that you do, what product or services you offer, and under what conditions you provide them. The more specific you can be, the better.
The key is to remember that you as a member are responsible for communicating this information to other BNI members. It is very important that you communicate in a way that they actually understand. It may seem like a no-brainer as you know what business you’re in and what you do for a living.
The question is do your referral partners know what you do for a living very specifically? That is where I think it becomes a problem sometimes in chapters were people are just winging it at their presentation rather than really giving some thought to what they do and describing it effectively.
Frank:
I think a lot of times, we all assumed that everybody else knows about our business the same way we do.
Ivan:
Sure. This is especially true with some businesses that are reasonably well known like the local florist, a banker, an attorney, etc.. There?s a lot about those professions that members don?t know and the more specific that you can be, the better.
I have probably said this before and the podcasts, but it?s worth repeating: when you are doing your 60 second introduction, you are not trying to close a sale, you are trying to train its sales force. Each and every week, you need to be talking about aspects of your business.
To ensure that the referral marketing process is as effective as possible, it is really important, I think, that members take a few minutes to get a clear picture of where their business stands today. Think about your business. Think about how it has gone over the years, and think about things like how does your business serve others? Who are your customers? What are your target markets?
Be really specific. Look at segments of your business to determine the niche or niches that you prefer to work with. What are your core competencies? What are the things that you do best and better than most of your competition? And of course, how well do you compete with your competition? If you do these kinds of things, you are helping to teach fellow BNI members what sets us aside from other people in the profession.
Frank:
That makes sense, and it makes it easier for other people to refer you because they can feature whatever it is that makes you so different.
Ivan:
Absolutely. Answering these kinds of questions help you tell others what your business is all about and it makes it easier for them to remember. When they?re out and about in their normal business, they can think about some specific aspects of what it is that you do.
A really good friend of mine, Lou Cassara, wrote a book called From Selling to Serving. In the book, Lou talks about what he calls your PVS, which stands for personal value statement. It?s really important to be clear about your purpose.
Your personal value statement provides the opportunity for your clients, staff and BNI members ? Lou is a big supporter of BNI ? to market you effectively. You can build a distribution channel of people who can effectively communicate your values when you are clear about your value statement and how it integrates into the aspects of your business.
Frank:
That makes a lot of sense.
Ivan:
A lot of business professionals and companies try to be all things to all people. I have seen this for years. When I was a management consultant, I saw companies doing this regularly. It?s a real important that BNI members don?t do that.
Focus on the things that you do well, and document those things and your vision in a way that you can communicate to others. By clearly understanding what you do, you are better able to communicate this to your referral sources. This helps teach your referral sources how they can refer you. That?s really what networking is all about. I think this topic is a great topic for education coordinators to use in their upcoming meetings.
Frank:
And I agree completely. It?s a great discipline to try to narrow down the personal values statement into a 60 second or 45 seconds presentation. What do you say, I think, when somebody asks you what is your personal values statement for BNI?
Ivan:
Is important to do what you said, and I recommend that people sit down and actually create a curriculum of how they?re going to educate their fellow members.
Frank, as to what I say, I tell people that I am helping to change the way the world does business. We have a philosophy of givers gain, which is different than most business philosophies. BNI and myself, with BNI directors around the world, are trying to help teach people a different way to do business which is based on relationship building and ?farming? rather than ?hunting?.
Frank:
That?s great. It is a very strong statement and I think it makes it very clear in a very short amount of time exactly what you and what you are all about. We?re just about out of time for this week?s podcast, is there any last pearl of wisdom relative to simplifying your company?s story that you want to share?
Ivan:
I think that?s just about everything. For any members who are listening to this, take this to your education coordinator and share it at a future chapter meeting because I think this is one of one of the most important topics the education coordinator can share.
Frank:
For Dr. Ivan Misner, I am Frank Felker saying we will see you next week on the official BNI podcast.
來源：https://www.bnipodcast.com/2007/05/23/episode-007-simplify-your-story/
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