Darren Jamieson’s latest BNI Education Slot focuses on one of the most effective ways to improve referral opportunities: being specific.

Darren begins with a humorous story about being asked to pick up ingredients for breakfast, only to discover he had bought the wrong type of salmon. Although he believed he had followed the instructions perfectly, the problem was that the request had not been specific enough. This simple example sets up the key message of the session: unclear communication often leads to missed opportunities.

https://youtu.be/fuCLXPgroSc

During a BNI meeting, members have the chance to explain what referrals, introductions, or opportunities they are looking for. Darren explains that the more specific members are in these weekly presentations, the easier it becomes for others to recognise opportunities and take action.

He highlights that specificity does not always mean naming a particular person or company. While some members may be able to identify exactly who they want to meet, others may work in industries where that is more difficult. Instead, members can still be specific by explaining what situations they want others to listen for, what questions they would like asked, or what information would help them identify a potential referral.

Darren also discusses the importance of avoiding repetitive weekly presentations. When members deliver the same message every week, other members may stop actively listening because they already know what is coming. A fresh, specific request gives people a reason to make notes and look out for opportunities.

The session concludes with a reminder that referrals are more likely to happen when members clearly communicate what they need. By making small improvements to weekly presentations and giving others something specific to remember, ask about, or act on, BNI members can create more opportunities for meaningful introductions.

Full Transcript

00:16
A couple of weeks ago after BNI, I was going straight to my girlfriend’s house because we were flying to Krakow. She messaged me and said she wanted breakfast and asked me to pick up some bagels, an avocado, and some salmon.

I’d already eaten breakfast at BNI, but I thought, “Okay, I can do this.”

So, I went to Morrisons. I got the New York bagels with the cinnamon, I picked up an avocado, and then I thought, “Salmon. Where do you get salmon from?”

There was the fishmonger section in Morrisons, so I got fresh salmon from the fishmonger.

00:51
[laughter]

I know that now.

I turned up all excited thinking, “I’ve really nailed this. I’ve got fresh salmon. This is going to be amazing.”

And she proceeded to tell me that was the wrong salmon. What I should have got was smoked salmon.

I had to go back to Morrisons.

01:11
While you may think I did that because I’m a man and I don’t properly listen and I don’t follow instructions, I like to think it’s because she wasn’t specific.

She didn’t say smoked salmon, which is what it should have been.

So, I had to go back and do it again.

01:33
Now, as you can imagine, this Education Slot today is about being specific.

Great link, isn’t it?

In a moment, we’re all going to do our weekly presentations. This is your opportunity to tell each other what you’re looking for this week — what referrals you want and what introductions you want.

The more specific you can be, the more likely you are to get referrals. That’s not opinion; that’s fact.

02:02
When you look to your left and right during these presentations, you’ll notice members hopefully writing things down.

Whether they use a pen and paper, a tablet, or a phone, they should be making notes on what you say.

But most people will only make notes if you are specific.

02:19
There’s a famous person in BNI some of you may have heard of called Phil Berg. He runs a lot of online training and gets flown around the world to deliver talks.

He has what he calls “Bergisms” — phrases connected to BNI that he has created.

Something I’ve heard him say more than once is that he loves it when members are not specific.

He loves it when members are not specific because if you’re not specific, it gives him nothing to do that week.

If you’re not specific, he can’t help you.

02:57
Some of you may be thinking, “That’s okay, but I can’t be specific.”

It’s alright for some members who can name the person they want an introduction to and the business they want an introduction to.

Not everybody can do that. Some people work with individuals and aren’t able to identify them. And that’s fine.

03:17
But naming a person and a company is not the only way you can be specific.

Being specific is getting somebody to write something down that you want them to remember and do.

It could be a question you want them to ask somebody that week.

It could be something you want them to listen out for, and then you can give them the reply.

The more specific you are, the more likely you are to get a referral.

03:40
If you are not specific, members are unlikely to write something down.

I know there are some members in the room who I never write anything down for because they say the same thing every single week.

I’m not going to pick on anybody, but I believe I could probably deliver somebody’s 60-second presentation almost word perfect before they say it.

And if I know what you’re going to say before you say it, there’s nothing really for me to write down.

So, I can’t make notes for you. I can’t help you.

04:19
Remember: be specific. You’re going to get more referrals.

A name or a company you want an introduction to is one way to be specific.

You can also say what you want people to listen out for.

You can say what you want people to do or ask that week.

And you will get more referrals.

Now let’s see who does that in their weekly presentations.

Thank you.