Business Networking: Importance of global networking in Kenya

Summary

In this insightful discussion, Mr. Elaan Mururu from Business Network International (BNI) emphasizes the importance of genuine relationship-building in business networking. He highlights BNI's global presence and stresses that networking is a skill often overlooked by traditional education. Mururu advises on effective self-packaging and the necessity of follow-up to convert connections into fruitful relationships. He also addresses the mentality shift from sales hunting to a more nurturing, farming approach, suggesting that networking should be tracked for performance like any other marketing strategy.

Takeaways

• 🤝 Networking is about building relationships rather than just selling products or services.
• 🌐 Business Network International (BNI) has a global presence with 11,000 chapters and 300,000 members across 79 countries.
• 🏫 There is a lack of formal education on networking, which is considered both an art and a skill.
• 📈 Tracking the number of people met, the nature of communications, and follow-ups is crucial for effective networking.
• 💼 To package oneself for networking, it's important to have clear objectives and a follow-up system in place.
• 📇 Business cards are not enough; one must plan whom to meet and how to follow up to convert connections into business opportunities.
• 🤔 It's essential to manage and sustain relationships with those who contribute or invest in the business by showing appreciation and asking how you can help them.
• 🔄 The concept of 'giving to get' is emphasized, where the focus should be on mutual benefit rather than one-sided gain.
• 📊 Networking should be measured for performance, similar to any other marketing strategy, to ensure it's yielding results.
• 🚫 The disconnect in networking often lies in the lack of follow-up, which is a critical component of turning initial contacts into lasting business relationships.
• 📲 In the digital age, follow-ups can be done through various channels like WhatsApp, email, or video calls, making it easier to maintain connections.

Q & A

What is the primary focus of Business Network International (BNI)?

The primary focus of BNI is to promote the formation of relationships rather than just selling. BNI encourages members to meet new people and build trust, which in turn leads to more referrals and business opportunities.

How many chapters and members does BNI have worldwide?

BNI has about 11,000 chapters and 300,000 members spread across 79 countries.

What is the significance of networking in business growth?

Networking is significant for business growth as it allows businesses to meet new people, build relationships, and gain referrals. These connections can lead to increased business opportunities and ultimately contribute to the growth of the business.

Why is tracking important in networking?

Tracking is important in networking because it helps measure the effectiveness of networking efforts. By keeping track of the number of people met, the nature of communications, and follow-ups, one can assess the return on relationships and ensure that networking activities are productive.

How should businesses package themselves for networking events?

Businesses should package themselves by clearly defining their goals for attending networking events, such as the number of people they want to meet and their follow-up system. They should also plan who they want to meet and how they can help those individuals, rather than just focusing on what they can gain.

What is the role of follow-up in sustaining business networks?

Follow-up plays a crucial role in sustaining business networks. It involves staying in touch with contacts, expressing gratitude for referrals, and asking how you can help them. This two-way communication helps in building long-term relationships and ensures that the network remains active and beneficial.

How can businesses ensure they are not wasting time at networking events?

Businesses can ensure they are not wasting time at networking events by setting clear objectives, planning their interactions, and having a structured follow-up system. This approach helps in making meaningful connections and leveraging those connections for business growth.

What is the recommended approach to take when meeting new people in a networking context?

The recommended approach is to focus on building relationships rather than immediately trying to sell or gain something. It involves understanding the other person's needs, offering help, and showing genuine interest in their business.

Why is the mindset of 'how can I help you' more effective in networking than 'what can I gain'?

The mindset of 'how can I help you' is more effective because it fosters mutual trust and respect. It shifts the focus from self-gain to mutual benefit, which is more likely to result in long-term, fruitful relationships that can lead to successful business outcomes.

What is the importance of follow-up in the context of business networking?

Follow-up is crucial in business networking as it helps to maintain connections and turn initial meetings into lasting relationships. It involves reaching out after an event, expressing gratitude, and exploring how both parties can support each other's businesses.

How can digital methods enhance the effectiveness of follow-ups in networking?

Digital methods can enhance the effectiveness of follow-ups by making it easier to stay connected with contacts. Tools like email, WhatsApp, and social media platforms allow for quick and convenient communication, ensuring that relationships built during networking events are nurtured and sustained.

Outlines

00:00

🤝 The Essence of Business Networking

The conversation with Mr. Elaan Mururu, a franchise holder at Business Network International (BNI), delves into the concept of business networking. He clarifies that networking is about forming relationships rather than merely selling products or services. BNI, with its 11,000 chapters and 300,000 members across 79 countries, emphasizes the importance of relationship-building over transactional interactions. Mr. Mururu stresses the need for a systematic approach to networking, including tracking the number of people met, the nature of communications, and the follow-ups to ensure meaningful connections. He also discusses the importance of packaging oneself effectively for networking events, suggesting that one should have clear objectives and follow-up strategies before attending such events.

05:00

📈 Maximizing Networking for Business Growth

In this segment, the discussion focuses on how businesses can leverage networking for growth. Mr. Mururu explains the significance of tracking the return on relationships, similar to return on investment, to measure the effectiveness of networking efforts. He suggests that businesses should approach networking with a mindset of mutual benefit and service, rather than a self-serving 'what can you do for me' attitude. The conversation also touches on the importance of follow-up after networking events, which is often where people falter. Mr. Mururu advises using digital means for follow-up to maintain connections and suggests that a simple thank you can go a long way in nurturing relationships.

10:01

📱 The Role of Digital Tools in Modern Networking

The final paragraph discusses the role of digital tools in enhancing networking practices. It suggests that while traditional business cards still have a place, digital follow-ups through platforms like WhatsApp, email, and video calls are becoming increasingly important. The conversation emphasizes the need for effective follow-up strategies, even if it's just to express gratitude for the initial meeting. The segment also highlights the importance of integrating digital tools with traditional networking methods to ensure that connections made at events are sustained and nurtured over time.

Keywords

💡Networking

Networking refers to the process of building relationships and connections, especially in a professional context. In the video, it is emphasized as a crucial aspect of business growth, where forming genuine relationships is more important than merely selling products or services. The speaker from BNI highlights that networking is about meeting new people and being open to opportunities for mutual referrals, which is central to the theme of the video.

💡BNI (Business Network International)

BNI is a business referral organization that facilitates networking and business referrals among its members. The script mentions BNI as having 11,000 chapters and 300,000 members across 79 countries, illustrating the scale and reach of such organizations in fostering business connections. BNI's approach to networking is highlighted as one that emphasizes relationship-building over transactional interactions.

💡Referrals

Referrals in the context of the video are recommendations from one business contact to another, which can lead to new business opportunities. The importance of referrals is underscored as a key outcome of effective networking. The speaker suggests that tracking the number of people met and the follow-up communication is essential for turning networking into a fruitful activity that generates referrals.

💡Return on Relationships

This concept is introduced as an alternative to the traditional 'return on investment' metric. It suggests that in networking, the value is not just in immediate financial gains but also in the long-term relationships built. The video emphasizes the importance of nurturing these relationships for sustainable business growth, aligning with the theme of building a network for mutual benefit.

💡Follow-up

Follow-up is mentioned as a critical yet often neglected aspect of networking. It involves maintaining contact with people met at networking events to foster relationships. The script points out that without effective follow-up, the potential of initial meetings is lost, and the speaker advises on proactive and positive follow-up strategies to ensure that connections made are not wasted.

💡Packaging

In the context of the video, 'packaging' refers to how a business or individual presents themselves in networking situations. It's about having a clear understanding of what one wants to achieve from a networking event and how to communicate that effectively. The speaker suggests that simply exchanging business cards is not enough; one must have a strategy for engaging with others in a way that sparks interest and opens up opportunities for further interaction.

💡Digital Networking

Digital networking is the modern approach to building connections, often leveraging digital platforms and tools. The script touches on the shift from traditional business cards to digital connections, such as exchanging contact information via smartphone apps. This reflects the evolving nature of networking and the need to adapt to new technologies for effective relationship building.

💡Mutual Benefit

Mutual benefit is a key principle in the video's discussion on networking. It emphasizes that successful networking is not about one-sided gain but about creating win-win situations where both parties can benefit. The speaker from BNI suggests that asking 'how can I help you' instead of seeking immediate returns is a more effective approach to building lasting business relationships.

💡Mindset

Mindset, as discussed in the video, refers to the attitude or perspective one brings to networking. The speaker suggests a shift from a 'hunting' mentality, which is transactional and self-centered, to a 'farming' mentality, which is about nurturing relationships for long-term gains. This mindset change is portrayed as essential for truly benefiting from networking opportunities.

💡Tracking Performance

Tracking performance in the context of the video means monitoring and evaluating the effectiveness of one's networking efforts. The speaker highlights the importance of having a system to track the number of people met, the nature of communications, and the follow-up actions taken. This tracking is likened to measuring the return on investment in marketing, emphasizing the need for a strategic and data-driven approach to networking.

Highlights

Networking is about building relationships, not just selling. Forming connections opens up more referral opportunities.

BNI has over 11,000 chapters with 300,000 members in 79 countries, promoting a system for successful networking.

The concept of networking isn't taught in schools or universities, yet it is an essential skill in business.

In networking, tracking relationships and communication is crucial. The return on relationships is more important than the return on investment.

Effective networking involves understanding and addressing each other's needs, leading to mutual referrals.

Proper follow-up is essential to successful networking. After meeting, maintain communication through calls, emails, or messages.

Most business cards are often forgotten, emphasizing the need for meaningful follow-up instead of simply exchanging cards.

In BNI, the idea of reciprocity is important. Instead of seeking kickbacks or commissions, focus on helping the other person in return for their assistance.

Successful networking involves adopting a 'farming' mentality (cultivating relationships) rather than a 'hunting' mentality (seeking immediate results).

Kenya is a major host for conventions in East Africa, yet many businesses fail to reap the benefits due to poor follow-up after events.

The main reason many people don't benefit from networking events is their weak follow-up skills. Without consistent follow-up, potential connections are lost.

Business networking can evolve with technology. Modern networking doesn't always require business cards; digital methods, such as mobile contacts and follow-up via messaging apps, are increasingly used.

Follow-up messages should focus on collaboration rather than pushing for sales immediately, fostering a more positive and reciprocal relationship.

Even if no immediate business is gained from a networking event, maintaining a courteous follow-up can lead to opportunities later.

Networking is not just about personal gain, but about helping others, which can eventually lead to achieving your own business goals through reciprocal support.

Transcripts

it's

over all right now we get to our

conversation of the day where we are

talking about business networking and

joining us is Mr elaan mururu who is a

franchise holder at business Network

International thank you so much for

joining us on business today thank you

thank you for having me all right so

when you talk about business networking

uh especially when we look at uh this

term of course it's usually uh thrown

all over the place is we need to network

in business we need to network so when

you look at networking in business

particularly what is it all about uh

networking means going out there meeting

new people but it has been

misconstrued by so many people they go

to networking event and the first thing

they want is to sell and uh they don't

get the results because in BNI what we

promote is go form relationships it's

not a market m it's an opportunity for

you to go and meet other people and the

more people you meet the more the

opportunities for you to be referred to

so in BNI we have about um 11,000

chapters 300,000 members in 79 countries

and we have our own system of making

sure that when you join BNI become part

of BNI you are successful because out

there and you agree with me out there

the school system teaches us about

everything else but there's no school no

University teaches about networking and

networking is a nut is a skill yes all

right and even as you say networking is

an art and a skill um when um a business

is successful to um network with

different Global uh organizations with

different uh companies from even around

the globe what are we looking at in

terms of growth what does does this what

is the importance of this going forward

uh in networking the way I understand it

for it to make sense to you you need to

keep track how many people are you

meeting what are you telling them and

what is the return not on investment

return on relationships because it's

only me liking you and trusting you that

I then step in to the next level of

making sure that I understand your needs

you understand mine and then I'll I'm

able to refer you and you're able to

refer me but if you keep track of how

many people you've met the way I mean

the communications that you've been

having with each other and the followup

then networking makes sense otherwise

you'll waste your time going to so many

networking event and enjoying breakfast

lunch and dinner all right even as we go

to these networking events um as

businesses how do we package ourselves

how do you package yourself in order for

you to sell because at the end of the

day you might go to very many networking

events but you don't come out with you

just come out with business cards and

they never really help at the end of the

day so so first of all how do you

package yourself as a business in order

for you for someone to be interested in

you yes you need first of all to sit

down and draft what exactly do you want

to get out of this meeting whichever

networking group you go to you need to

draft what is it that I want to come out

with this meeting number one how many

people do I want to talk to number two

what is my follow-up system because

nobody comes with uh equipment or uh

product of services to sell during that

event so who exactly do I want to meet

this evening or this morning that's

number one number two what what is my

follow-up system am I going to call them

am I going to email or Whatsapp am I

going to follow and you also need to be

very careful not everyone will like you

so you may find yourself talking to

people and they end up thinking that I

think you're talking to the wrong people

so you need to plan what exactly do you

want from any meeting that you go to

business cards yes but if you give

everyone business cards guess what 90%

of them will end up in the shelves

collecting dust or in the wallets or in

the wallets yes yes okay all right even

as we look at how uh businesses are

packaging themselves how um an

individual can make sure that they sell

to uh different U people let us also

look at this other side of of you've

gone to um you've gone you've networked

um your business is doing very well you

have

um different uh people around who are

contributing or investing into the

particular business so how do you manage

and make sure you are you sustain these

people you make sure you sustain these

particular networks that you have even

as you are continuing with your business

do you mean how do you reward them yes

how do you very simple yes ask them how

can I help you don't ask for Kickbacks

don't ask for commission we do not allow

that in BNI just ask them how can I help

you thank you very much for referring me

to Mr X I did business with him by the

way what business are you looking for or

whom are you planning to meet it has to

be two way let the person that is going

to help you make more money also feel

appreciated thank them for their

business but ask this golden question

how can I help you and they'll be

shocked they never get that question

oftenly yes because always it's how can

you help me yes okay all right thank you

so much for that and now let's look at

how do Business and Professional

referral

organizations um contribute to

increasing trade at the end of the day

uh if if you look at uh this is what I

meant if you look at the goal when you

set the goal and you also set your own

goal when we meet and especially this

becomes very very difficult with

strangers because we believe in meeting

new people businesses Thrive because of

people and people do business with the

people that they like Trust and Believe

In so if you're able to help them

understand this language they don't have

to be in BNI but if you can help people

to understand I'm going there to help

not that I'm going there to gain yes so

it's a different it's a question of um

wearing a bib or an apron do you

understand what is AB biib M okay an

apron an apron I'm willing to serve you

AB biib feed me so if you go there with

that notion of feed me feed me people

start running away it has to be mutual

it's a a two-way Highway and again as I

repeat it is tracking the performance

you if you invest in any marketing media

you need to see that it's working

unfortunately not so many people have a

system to track their performance but on

once you get the system and you're able

to track you'll be able to see this is

how much we have generated the

relationship between me and you is

generating this much mhm yes all right

and this uh particular notion of um

going to what am I going to gain yes

because what am I going to gain yes

where does it usually come from because

everyone might be actually on that path

everyone is saying okay how how am I

going to gain when I uh when I go to

this networking events or if I'm trying

to get people to um to just do business

with what am I going to gain I look at

uh networking just like the gym you

cannot go and ask the gym instructor

with my size move from 40 to 20 it's not

magical yes he'll tell you if you do

this then this will happen so in short

if you if you uh sit down and say

because you know when we are brought up

we brought up in the pedestal of a need

the whole society what can happen to me

who will do this for me now you change

it how can I do this for you so that you

do what I want for me that's the only

way it's a um can I say a change of

mindset mhm from the sales the hunting

mentality to farming mentality if you're

a hunter you finish all the antelopes if

you're a farmer you plant two seeds you

gain with three or four cobs ma yeah all

right and let's also look at um Kenya of

course we are um when it comes to

hosting events when it comes to holding

these uh conventions we

are in East Africa I believe Kenya is

one of the the the countries that really

hosts many of these particular forums

but at the end of the day you find that

when it comes to how we

Network we don't usually uh reap from

this uh going even after the after the

events end that is it up to the next one

so what is the disconnect when we look

at this the disconnect is only one word

followup

most people are very weak at followup so

you may meet someone who may help you

even in the future you get their

business card they get your business

card and that's the end of the story so

followup is a technique that everyone

needs to be uh helped with this kind of

followup will not work for you it was

nice meeting you on Tuesday night attach

is my company profile please let me know

what you want to buy from me what about

if you say it was night it was nice

meeting you on Tuesday night okay I

would like us to have a meeting so that

we understand each other's business if

you follow up in a positive way with

this mentality that we can help each

other it will work the disconnect is

followup how many cards have you

received since January and there are

some you can't even remember where you

met yes that's very true actually yes so

uh do we change the way in which um we

are shared ing our information

especially like the cards um can we say

we now do it in an in in a digital

manner sort sort of so that at least at

the end of the day it's not just a card

that you have there's just a a system in

which it is connected to the way you'll

be communicating you can actually

integrate that uh the card system or

whichever way but nowadays followup can

be very easy so many people are now

glued to their WhatsApp Tik Tok there is

a way you can follow up it doesn't have

to be the old way in fact so many people

now don't carry the business card yes

yeah you just bring your phone I bring I

don't know what you call it then I click

I click then we connect but then it

becomes useless if there's no

communication after that so in short you

can follow up via text via email via

WhatsApp or via video M you just need to

know that even if you know you not get

anything from this person just thank

them for meeting you and having that

small conversation one day they remember

you okay yes all right thank you so much

now we going to just just going to hold

you right there go for a short break

we'll be back uh remember we speaking

about business netw working pick some

things from the conversations that we

are having today all right we're going

to go for a short break we'll be back

with more