In the world of networking and referrals, one principle stands tall above the rest: be specific. That was the clear and compelling message from Dave Bundy during his recent talk at BNI (Business Network International). Drawing from over a decade of experience within the organization, Dave shared a personal journey that reinforces a simple but powerful truth — vague asks rarely deliver results, but specific ones often do.

Here’s a breakdown of his talk, along with lessons and quotes you can apply to your own networking strategy today. You can watch the full video below:

Start With a Clear Ask

Dave began with a relatable analogy: imagine getting lost in a foreign city. You approach a local for directions, and they say, “Go up to the traffic lights, turn right, then at the next set, turn left.” Now, you could ignore their advice and choose your own path. But when you end up more lost than before, who’s to blame?

“If you get lost and decide not to follow the directions, then it’s your own fault for not getting where you want to go.”

This metaphor sets the stage for his core message: following proven guidance — especially the guidance provided by BNI — is essential. And one of the most repeated principles in BNI is to be specific when asking for referrals.

The Power of Naming Names

Dave recounted an early experience in his BNI journey that forever shifted how he approached referral requests.

At the time, he was looking to connect with interior designers. Every week for three months, he stood up and asked for “interior designers.” Despite repeating this general ask week after week, nothing happened. Then, something changed.

He decided to try what BNI had been teaching all along — to be specific. So he made a list of five interior designers by name and asked for one of them in a meeting.

“The first week I named someone specific, six or seven people in the room raised their hands. They knew her — she used to be in the chapter!”

That single experience revealed a powerful insight: specificity is what triggers memory. People don’t often think in categories. They think in names, faces, and stories. By naming someone directly, Dave activated the group’s memory and opened doors that had remained shut for months.

Rinse and Repeat: Specificity in Action

More recently, Dave revisited that lesson in a fresh way. At the start of the year, he set his sights on working with builders — but rather than asking generally, he got laser-focused.

Each week at BNI, Dave named specific builders he wanted to connect with. The results speak for themselves:

• Paul Bennett (Open Plan Builders) – Dave asked for him and had a direct conversation. Paul is now preparing to send work his way.
• Daniel Hoff (Tegler Furniture Company) – Interested in Dave’s services.
• Edward Beavenon – Also intrigued and awaiting follow-up.
• Mike Horton (Simple Solutions) – Has a project lined up that Dave’s team may assist with.
• Tom Everett (TWWC Builders) – After a recent meeting, they discussed collaborating on up to 25 solar projects per month.
• David Eagle (Eagle Builders, Manchester) – A growing company eager for new business. A meeting is already on the books.

“We’re now at the end of March, and just from being specific every week, I’ve had meaningful conversations with six companies.”

This isn’t luck — it’s strategy. And it’s a strategy rooted in consistency, clarity, and commitment.

Have a Plan, Not Just a Hope

Toward the end of his talk, Dave referenced a book by Dr. Ivan Misner, the founder of BNI. One of the first lessons in that book is about having a plan for your network. Not just a general desire for “more business,” but a focused, thought-out plan.

“The plan has to start with knowing exactly who you want — and asking for them.”

Dave’s message wasn’t just motivational — it was tactical. Identify the people you want to meet. Do your homework. Show up each week ready to make an ask that sticks. That’s how you build a pipeline of opportunity.

Key Takeaways from Dave Bundy’s Talk

• Vague requests go unheard. Stop asking for “any builder” or “any designer.” Start asking for specific people by name.
• Specificity triggers memory. People don’t search their brains for categories — they remember stories and names.
• Follow the BNI system. The organization’s strategies work — if you actually use them.
• Track your asks. Dave kept a running list of names and followed up regularly. His system helped him see what worked.
• Keep relationships warm. Initial contact is just the beginning. Building trust and maintaining follow-up is essential.

Final Thoughts: Be the Person Who Gets Referred

Dave Bundy’s talk is a powerful reminder that networking isn’t just about showing up — it’s about showing up prepared. If you want real referrals, you need to do more than toss out a job title or a vague industry. Do the work. Get specific. Know who you want to meet — and don’t be afraid to ask for them.

“By being specific, you will get that business.”

That’s the simple truth. And in BNI, and any referral-based business, that truth can be the difference between spinning your wheels and accelerating your growth.

Full Transcript

(00:01)
By being specific, you will get that business. Do what you’re trained to do in BNI.
If we get lost—say, on a city break—and we don’t know where our hotel is, we might find a local and ask them for directions. They might say, “Go up to the traffic lights, turn right. Go up to the next set of traffic lights, then turn left.”
It’s a good idea to follow their advice. But if you decide, “I won’t go right—I’ll just turn down the next turning,” and the road meanders around and you get lost, then it’s your own fault for not getting where you want to go.

(00:48)
So it’s always handy to find someone who’s been somewhere, done it, got the T-shirt—and follow the rules. But we don’t always do that.
In BNI, it tells us to be specific. So when we’re asking for more business, instead of just saying, “I would like to speak to letting agents” or “I would like to speak to builders,” it’s always a good idea to be specific.
I remember, I’d been in BNI now for about 13 years. After I’d been in for about a year, I decided that I wanted to work with interior designers.

(01:31)
So, every single week in my presentation, I was asking for designers. I was explaining why I wanted interior designers—but I never got anywhere.
So I thought to myself, “Well, BNI asks us to get names—to be absolutely spot on and specific about who we want.” So I got five names. I thought, every week I’ll ask for a different name.
And on the first week, the first name that I asked for—when it came to the part where everyone says, “This is what I’ve done this week”—about six or seven people put their hand up and said, “I know that person! She used to be a member in this chapter.”

(02:10)
And I thought, I’ve been asking for ‘interior designers’ now for three months—and as soon as I said a name, I got a response.
As things go along, you stop doing what works. I was reminded of this a little while ago. At the beginning of the year, I started asking not just for ‘builders’—because at the moment I want builders to help me grow the business—but for specific builders I actually want to work with.
So, every week I was naming builders. And now, at the end of March—since January—I’ve had:

(02:51)
• Paul Bennett, Open Plan Builders — I asked for him. I’ve spoken to Paul and he’s going to send some work my way.
• Daniel Hoff, Tegler Furniture Company — I’ve spoken to him, he’s interested in our services.
• Edward Beavenon — I asked for him as well. These guys, I’ve still got to follow up with, even though I’ve had the initial conversation. I still need to build those relationships.
• Mike Horton, Simple Solutions — He’s got a project that he’s looking for us to help with.
• Tom Everett, TWWC Builders — We had a meeting with him last week. They’ve got another division of the business that does solar, and they’ve got someone who’s going to be giving them 25 projects every single month. So, we’re going to have a little bit of collaboration there.
• David Eagle, Eagle Builders — Big company up in Manchester. I’m meeting him next week. He’s doubled in size, so he’s definitely looking for more business.

(04:06)
By being specific, you will get that business. Do what you’re trained to do in BNI.
It reminded me of this book written by Dr. Ivan Misner. The first paragraph in there is about building your network—but having a plan on how you’re going to do it. And that plan has to start with knowing exactly who you want—and asking for them.
And hopefully, that way, your business will grow.
Okay, thanks.