During a recent BNI meeting, Kieran Toner delivered a thought-provoking talk that challenges business owners to rethink their approach to growth in 2025. Here’s a recap of his insights, with key takeaways for maximising profitability and minimising inefficiency.

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The Problem: Busy Isn’t Always Profitable

Kieran opened his talk with a relatable observation about a lot of the work businesses find themselves doing: “It’s stressful, it’s a faff, it’s time-consuming, and if you analyse it properly, it probably doesn’t make you much money.”

This sentiment rings true for many business owners. While staying busy might feel productive, not all work contributes equally to the bottom line. Kieran asked the audience to raise their hands if they wanted more referrals, busier schedules, and higher profits in 2025. Naturally, hands shot up. But he cautioned against equating “busy” with “profitable.”

Why BNI Is Unique

Kieran highlighted the unique structure of BNI and its potential to drive profitable growth.
Through networking sessions, 60-second presentations, one-to-one meetings, and social events, members can educate their peers about their ideal clients and projects. This isn’t just about passing leads—it’s about passing the right leads.

What Do You Really Want?

Kieran posed a powerful question to the room: “What is it that you want for your business?”

Every business has its share of unprofitable tasks—work that’s stressful, time-intensive, and yields minimal returns. Conversely, there are projects that align perfectly with your expertise, offer significant margins, and leave clients genuinely happy. The key, Kieran argued, is to focus on identifying and asking for these profitable opportunities.

A Tale of Two Jobs

To illustrate his point, Kieran shared an example involving a BNI member, Dave Bundy, who specialises in electrical work. On one hand, Dave could take on a small residential job: adding a kitchen socket for a neighbor’s air fryer. While this job might be straightforward, it’s hardly lucrative. Between quoting, purchasing materials, driving, and completing the work, the margin is minimal.

On the other hand, Dave also handles large-scale bank decommissioning projects. These jobs involve stripping out electrical and security systems across multiple sites for a single client. With fewer touchpoints, higher margins, and consistent work, these projects are far more profitable.

Kieran’s message was clear: “What is it that you really want from BNI? What work, when you sit down and look at the stuff you do on a day-to-day basis, makes real money?”

The Power of a Targeted Ask

The secret to leveraging BNI effectively lies in specificity. Kieran encouraged members to move beyond generic pitches like “I do electrics; no job too small.” Instead, he urged them to define and communicate their ideal client profiles and projects.

“This is your platform. We have a salesforce of 30-odd people in this room alone and a wider region beyond. Our job as BNI members is to teach everyone what we’re looking for.”

By educating fellow members about the types of work they truly want, businesses can align themselves with high-quality referrals that drive both satisfaction and profitability.

Rethinking Your 60-Second Presentation

One of the actionable takeaways from Kieran’s talk was the importance of revisiting your 60-second presentation. Rather than focusing on breadth, he suggested narrowing your focus to the most profitable areas of your business.

This shift not only clarifies goals, but also empowers fellow BNI members to identify and pass along ideal opportunities.

Direction Over Volume

Kieran closed his talk with a challenge to the group: “Try and have a profitable 2025, not just a busy one.”

The beauty of BNI, he explained, is that it offers a platform to take your business in any direction—provided you educate the room effectively. By focusing on profitability rather than sheer volume, members can create sustainable, rewarding businesses that align with their goals and values.

Profitability Starts with Clarity

Kieran Toner’s talk at BNI was a wake-up call for business owners to prioritise profitability over activity. By leveraging the unique structure of BNI to educate peers about their ideal projects, BNI member can transform their referrals into meaningful, high-value opportunities.

As we step into 2025, BNI members should take a moment to reflect on their goals. Is the goal to chase a business that’s constantly busy, or to build a business that’s profitable, sustainable, and fulfilling? With a clear vision and a targeted approach, the latter is well within reach.

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