This is a rebroadcast of Episode 315.
Synopsis
This week, Brennan Scanlon, Chapter Director Consultant of the Commonwealth Chapter of BNI joins Dr. Misner to talk about the topic “Don’t Promise, Just Deliver.”
When it comes to making referrals to their fellow BNI members, about 10% of members over-promise and under-deliver. As the Texans say, “All hat, no cattle.” These don’t follow through on their promises; they leave their referral partners hanging. In most cases, they make the promises because they want to help, but they destroy their own credibility by not following through.
Most BNI members take the approach “under-promise, over-deliver.” They say “I think I might be able to do this for you” and keep their referral partners informed of their progress along the way. They don’t make promises they can’t keep.
The third way to do give referrals, and the one Brennan recommends, is “Don’t promise, just deliver.” These people don’t talk about what they can do, they just do it. They take notes at every meeting about what kind of referrals everyone is looking for and go out and find those people. Then they surprise their fellow BNI members with great referrals. The key to this approach is attentive listening and good note-taking.
Brought to you by Networking Now.
Complete Transcript of BNI Podcast Episode 315 –
Priscilla:
Hello everyone and welcome back to The Official BNI Podcast brought to you by NetworkingNow.com, which is the leading site on the net for networking downloadables. I am Priscilla Rice, and I am coming to you from Live Oak Recording Studio in Berkeley, CA. I am joined on the phone today by the Founder and Chairman of BNI, Dr. Ivan Misner. Hello Ivan. How are you doing today and where are you?
Ivan:
I am doing great, Priscilla. I am out of town again. It seems like I am out of town more than I am in town. This week, I am meeting with the Executive Management Team, which is the top management of BNI from all around the world, and the Executive Council, which is actually a group of people from around the world that represents the top seven countries or so of BNI.
Priscilla:
Wow. That sounds like fun.
Ivan:
It is fun, and it’s interesting getting all these people together from around the world to help manage the program. Today I have a guest. His name is Brennan Scanlon. Brennan is the Co-Executive Director for BNI for the greater Cincinnati and northern Kentucky area. His area boasts 1100 members and 48 individual chapters as of now. Brennan has been ranked in the top 10% of directors nationally three times, the rankings a result of reviews submitted by BNI members, which is always the best way to get ranked high, with what members have to say. He has also served on BNI’s Founders Circle and the Franchise Advisory Board. He was nominated by his peers and approved by me for both of those.
Brennan is a columnist for the Cincinnati Business Courier and was named in the 2012 Class of 40 under 40 which identifies greater Cincinnati’s next generation of business leaders. Talking about that, you are a young man. I am going to embarrass you publicly here and share a story. You said it was okay before we went on air to do so.
We first met about 15 years ago. I understand that you were about 19 years old and we met. You were driving me either to the airport or from the airport. You were a young man, but I was really impressed with your knowledge of BNI and your commitment. You weren’t really involved in BNI much except for one little thing that you were doing, which you are welcome to share. I remember saying to your dad afterwards, “You’ve got a great kid there. He would be great in BNI someday.” I was really impressed when we met and am still impressed today.
I don’t want to take time away from your material, but do you want to say what you were doing back then?
Brennan:
I would. First of all, I appreciate you having me on today. When Dad said that Ivan Misner was coming to town, I couldn’t believe it when he chose the minivan that we rented to take you around in. I said, “We can’t put Dr. Misner in a minivan.” Of course, at 19 years old, I felt real cool driving a minivan but it was nice to have you in there. To answer your question, what was so fun to me was that it was a family business and Dad allowed me to come into it. But as you were saying, one of my first responsibilities was to take the TV that had a built in VHS player and the VHS tape that you put out early on to showcase how BNI worked. My sole responsibility was to go to informational meetings around town, plug that in, hit play and then eject it at the right time. I am glad I didn’t screw that up because the rest is history.
Ivan:
Yes it is. You have come a long way and you are doing a lot more now. Today’s topic is don’t promise, just deliver. You have three sort of subtopics with that, so let’s see if we can hit on all of those. The first is the concept of over promise and under deliver, which is not a good thing. Do you want to talk about that?
Brennan:
I would. In my observation over the last 15 years in BNI, and I have been to more meetings than I can recall, I watched those types of referral passers. Unfortunately, they are still prevalent. What you have in those types of folks is when they stand up during referral testimonial time or whether it be in a one to one, they tend to have the bad habit of over promising and under delivering. They don’t follow through and they leave their referral partners hanging.
To me, it is that kind of have that all hat and no cattle persona. This person talks a good game but they don’t really follow through. There are two reasons for that, I think. On one hand, I think some people just talk too much and don’t really back it up. Unfortunately, there is that segment, but I believe the majority of these people are anxious and they are trying to help, but in reality, they are not helping because they are not following through and then people assess them in that way. They determine that person to be someone that really doesn’t bring the business. They have the opportunity but they drop the ball. That really hurts their credibility. I hate to see it.
Ivan:
Now, I have to ask you, you said all what and no cattle?
Brennan:
I will give a shout out to the Texas constituency- in fact, Bob Moses comes to mind. All hat and no cattle. I am in the midwest and we are not that into cattle here, but that means someone who is not backing up what they say.
Ivan:
Got it. I know that everyone outside the US and probably most of the people in the US are going, what did he say? What did he say? I have heard that expression before. It’s a fun expression and very relevant.
So the second category is under promise and over deliver. Talk about that.
Brennan:
Most members are in that category, and I, too, am in that category, as I have been a member many years. Those are the folks that say just enough. Let’s say for instance that you and I are in the chapter together and I pull you aside and say, “Hey, I really understand what you are looking for. However, I need a little more information. Let me see what I can do. Let me make a couple of calls. There is one person I have in mind.” But I keep you posted along the way because I want that coaching, that mentoring from you.
My fellow members and power team partners say, “You know, Brennan, this is how you introduce me. I want you to use this language.” I am happy to do that. I am under promising and over delivering but the reality is that I am keeping you informed along the way.
Ivan:
See, that is what I usually say to people. Over promise and under deliver. But you have a third category that takes that a step further. Your third category is don’t promise, just deliver. Talk about that.
Brennan:
My absolute favorite. I work daily to try to become this type of person. In my opinion, the chlicke is true that talk is cheap. When you stand and tell people, “I can do this. I can do that for you.” the best of the best realize that- they take excellent notes. They don’t have to talk about what they are going to do because they are busy taking notes on what they are going to do.
They know that their network partner’s value propositions, target markets, ideal time and language even. This comes as a result of being very intimate with your team. Then they work behind the scenes quietly and come seemingly out of nowhere with high level referrals and ultimately closed business.
These people catch others off guard in the best possible way, and that is with a great referral, ready to buy. If you can develop a reputation as someone who doesn’t promise and in fact, doesn’t mention anything until you show up and say, “Someone is waiting to talk to you. Here’s why”-
Ivan:
Do you see- what percentage of members do you think hit that third level?
Brennan:
I would say across the board, 10%, 80%, 10%. I feel like only 10% are doing the over promising. I think the majority of our members globally are doing the under promising. But generally, I think there is probably only a select few- in fact, I was looking for a group that I had been in for many years, and I had 40 members. There were two to three that come to mind. Two to three out of 40. Part of it is inherent and the other part of it is just regularity and practice.
Ivan:
Is there any technique or thing that people can do to not promise and just deliver.
Brennan:
In my opinion, it begins with excellent note taking within the meeting. Really listening. Understanding the jargon- I hear it and I absolutely agree. Jargon is a bad thing. For instance, financial planners talking about stocks and so forth or CPAs talking about taxes. But I also think it is important that you do know some of the industry language so that when you are making calls for other people, ergo, the premise of referral marketing in BNI, you are that eloquent so that you don’t have to go back and ask about it. Number one is note taking.
Number two is regular one to ones and even power team meetings so that it almost immerses you in their culture and their language.
Ivan:
Excellent. Brennan, do you have any final thoughts?
Brennan:
Yes. I do. I appreciate you asking. My fear/hope for everyone is that they move from the first and the second to the third. Here is my opinion on that: When I was younger, I always noticed and I was very perceptive- like when you and I drove to the book signing, I watched when people spoke. I listened to what people- they talk a lot but they don’t say very much. But on the other hand, there are certain people in life that every time they open their mouth, automatically, everyone’s head turns and everyone sits up and listens. And year after year, they are the type of folks that I am describing. Those who don’t promise. They just deliver.
That is the person that I want to be, and that is how I would like my members to be.
Ivan:
Brennan, thank you so much. I think this topic is great for education coordinators to share at a chapter meeting, and members to share at a chapter meeting. If you are a member of BNI or an education coordinator, please take this information and share it with your group. Tell us what you think here on this podcast. I read everybody’s comments. Brennan, thank you so much. It is a real pleasure to have you as part of the organization. It is particularly exciting to see second generation Directors, Director Consultants, Executive Directors be involved in BNI, and we are very glad to have you as part of the team.
Brennan:
I am honored to be here, so thank you.
Ivan:
Thank you, Brennan. Priscilla, back to you.
Priscilla:
Thank you both very much. That was very interesting. I would just like to remind the listeners that this podcast has been brought to you by networkingnow.com, which is the leading site on the net for networking downloadables. Thank you for listening. This is Priscilla Rice, and we hope you will join us next week for another exciting episode of The Official BNI Podcast.