In the world of business networking, testimonials are a gold mine—not just for the individual receiving them but for the entire network. They are public endorsements of credibility and professionalism, enhancing visibility within the group and beyond. Yet, surprisingly, many members within Business Network International (BNI) chapters fail to capitalize on this powerful tool. Darren Jamieson, of Engage Web, tackles this issue head-on in a recent educational video aimed at BNI chapters, providing insightful strategies to boost testimonial engagement among members. His approach, centered around rethinking motivational strategies, offers valuable lessons for any BNI chapter aiming to improve participation and visibility.

Understanding the Testimonial Dilemma

Darren starts by addressing a perplexing issue: despite the ease and benefits of providing testimonials, many BNI members do not participate in this activity. He points out that within the structure of BNI, giving a testimonial is not only simple but also rewarded with points that contribute to a member’s standing in the chapter’s “traffic lights” system. This system ranks members based on their activity levels, influencing their visibility and potential referrals. Despite these incentives, the lack of engagement persists, prompting a deeper examination of motivational factors.

The Role of Motivation in Member Engagement

One key insight Darren offers is that not all members are motivated by the same factors. While some, like himself, are driven by the desire to top the traffic lights rankings, others may feel indifferent to these incentives. This variation in motivational triggers suggests that a one-size-fits-all approach to encouraging testimonial delivery is insufficient. Instead, Darren proposes a strategy that considers different member motivations and leverages a more personalized approach to encourage active participation.

A Strategic Shift: Reversing the Testimonial Request Process

The crux of Darren’s strategy involves a tactical shift in how testimonials are requested within chapters. Instead of urging those who owe testimonials to step up—a method that has proven ineffective—Darren suggests a reverse psychology approach. He recommends that chapter leaders focus on members who have received referrals and have successfully turned them into business. These members are encouraged to request testimonials from those who referred them, thereby highlighting the mutual benefits of the testimonial process.

This approach not only increases the likelihood of testimonials being given but also enhances the sense of community and mutual support within the chapter. It redirects the responsibility of initiating the testimonial process to those who stand to gain the most immediate benefit, making it more relevant and immediate.

Practical Implementation and Visible Results

Implementing this strategy can lead to a noticeable increase in testimonials. Darren notes that when members who receive referrals are prompted to ask for testimonials, it creates a cycle of recognition and gratitude that benefits all parties involved. This strategy not only boosts the visibility of active members in the chapter and on platforms like BNI Connect and social media but also reinforces the value of every referral passed, regardless of its immediate monetary value.

Leadership teams and membership committees are advised to facilitate this process by maintaining open lines of communication and providing regular reminders of the benefits of testimonials. Highlighting specific successes within the chapter can also serve as a powerful motivator, showcasing the tangible benefits of active participation in the testimonial exchange.

Conclusion: Creating a Culture of Mutual Benefit

Darren Jamieson’s approach to increasing testimonial engagement in BNI chapters is both innovative and practical. By shifting the focus from individual responsibility to communal benefit, he proposes a method that aligns personal incentives with group goals, fostering a more active and supportive chapter environment. This strategy not only helps in accumulating points but also builds a stronger, more connected network where members are recognized and celebrated for their contributions.

For any BNI chapter struggling with testimonial engagement, applying Darren’s advice could mark a significant turning point. By reevaluating motivational strategies and reorienting the testimonial process, chapters can create a more dynamic and mutually supportive community. This not only enhances the value of the network for existing members but also makes the chapter more attractive to potential new members, ensuring a vibrant and thriving BNI community.