When it comes to generating referrals, specificity is key. At BNI, we all share the same goal: helping each other grow our businesses through high-quality referrals. However, to receive valuable referrals, you must first provide clear and specific guidance on the types of businesses and individuals you’re looking to connect with.

In this blog post, I’ll walk you through the power of using your GAINS profile effectively, how specificity leads to better results, and real-life examples of how this approach has transformed business networking for myself and many others.

The Importance of Being Specific

When I first joined BNI back in 2013, I was working for another recruitment business. Surrounded by business owners who encouraged me to start my own company, I was hesitant at first. My upbringing had ingrained in me the belief that financial security came from traditional employment, saving for retirement, and playing it safe. But after a year at BNI, I took the leap—and I’ve never looked back.

One of the most valuable lessons I learned early on was that specificity is the key to success in BNI. When you clearly articulate who you want to be introduced to, it makes it much easier for others to connect you with the right opportunities. I always tell members:

“If you take one thing away from today, remember this: Specific is terrific.”

Using the GAINS Profile for Better Results

Your GAINS profile is an essential tool for building strong relationships and getting quality referrals. GAINS stands for:

• Goals
• Accomplishments
• Interests
• Network
• Skills

However, I believe there should be an extra ‘S’ at the end—for Specifics. While the standard GAINS profile helps members learn more about you, it doesn’t always include the most crucial details: Who are your ideal clients? Who have you recently invoiced? What industries do you serve?

For example, in my business, my recent invoices have gone to colleges, legal firms, wealth management businesses, manufacturing companies, and insurance agencies. On the other hand, my target list includes companies I haven’t yet worked with but who use recruitment agencies. By providing this information, I give my fellow members the precise details they need to refer me effectively.

Real-Life Success Stories

The Power of Persistence

One of the most compelling examples of being specific was a solicitor in our chapter. For three months, he consistently asked for an introduction to a particular woman. Week after week, he repeated his request, and we all started to wonder why he hadn’t been able to reach her yet.

Then, one day, I was signing into an event and saw her name right above mine on the sign-in sheet. I couldn’t contain my excitement—I literally jumped up and tapped her on the shoulder. After introducing myself, I told her about my solicitor friend, explaining exactly why he wanted to connect with her. Because I knew his story so well, I was able to make an effective introduction.

That referral led to a deal worth between £3,000 and £5,000 per month for him.

Specificity Leads to Surprising Results

In another case, a BNI member in a Chester chapter asked for a contact at a specific department in the United Nations in New York. The room had only about 15 people, so the odds seemed slim. However, someone spoke up and said, “I don’t know the person you’re asking for, but I know someone in another department at the UN. Would that be helpful?”

That introduction opened doors the member hadn’t even considered, all because he was specific about what he wanted.

The BNI Power Hour: Making Referrals Efficient

I understand that everyone is busy. That’s why I dedicate time each Friday morning to my BNI Power Hour—a focused session where I go through my fellow members’ requests and find ways to help them. I check LinkedIn, my contact list, and my past emails to see who I can introduce to whom.

“I don’t have time to mess around doing research during the week. That’s why I put the effort in to get referrals sorted during my Power Hour.”

This method ensures that I consistently provide value to my network and, in return, receive high-quality referrals. If everyone did this, we would see a dramatic increase in successful connections.

How to Apply This to Your Business

If you’re wondering how to apply this method when your clients are individuals rather than businesses, think strategically. Consider who influences your potential customers. For example, as a recruiter, I build relationships with HR consultants because they regularly refer candidates and businesses to me.

The key is to:

• Identify who your clients work with or rely on.
• Form relationships with strategic partners.
• Continually update your GAINS profile to reflect new clients and targets.

A Step-by-Step Guide to Enhancing Your GAINS Profile

1. Be Specific About Your Clients
o List your last 10 invoices and who they were sent to.
o Include a mix of industries for variety.
o Highlight companies or individuals you want to work with next.

2. Send It in Advance
o Email your GAINS profile before meetings so members can come prepared.
o This makes you look professional and organized while increasing the chances of getting referrals.

3. Update It Regularly
o As you gain new clients, remove them from your target list and add new ones.
o Keep it as a live document that reflects your business needs.

4. Use a Visual Reminder
o Print out your GAINS profile and attach a picture of yourself.
o Keep a digital copy in your BNI folder so it’s easy to reference.

Final Thoughts

The power of networking lies in the details. The more specific you are about who you want to connect with, the easier it is for others to help you.

So, let’s make a commitment:

• Update your GAINS profile.
• Be specific in your requests.
• Dedicate time to giving referrals.
• Track your progress and refine your approach.

If we all do this, we can go from six out of 32 members being specific to 32 out of 32. And when that happens, the number of referrals—and the success we experience—will skyrocket.

Remember: Specific is terrific.

Thank you for listening, and I look forward to hearing about your networking success stories!