How referral marketing works

“The thing about being a member of a BNI chapter is that I have thirty or so people I meet every week to train up as my sales force” – Lee Alley of The MorganAlley Websmiths

This belief is borne out through studies. One international study conducted by the University of Frankfurt found that found that “referred customers were more profitable and loyal than normal customers, but also had a higher contribution margin, and a higher retention rate.”

BNI formalises this between members asking each member to contribute to the welfare of the chapter, then localises it locking in profession on a geographically local level. As a process and as an organisation, BNI can help a business focused on the quality of their delivery tap new markets they wouldn’t be able to develop on their own, and improve their offerings in any case by working with others in their chapter.