During the summer months there tends to be more substitutes than normal at BNI meetings. How can we build credibility when we need to have a sub?
The original intent of the sub program was to have someone to represent the member when they could not be at the weekly meeting, i.e. vacation, corporate conference, etc. Interestingly, it was never Dr. Misner's intent for substitutes to be able to give their own infomercial presentations. When the same substitute attends frequently and talks about his or her own business, it's good for the individual, but not for the chapter. As important as substitutes are to a membership, I think it is also important to understand the effective use of the substitute program. Your sub is a reflection of you and you want to position your substitute to maximize your credibility as a member of the chapter.
There are some real positive uses of the substitutes, one of which is bringing in fresh faces rather than the same person coming for a member again and again. From the very beginning, the sub was there to represent you, not just to fill a void. So if you are just trying to fill a void you are missing the point of the whole substitute program. It has to be somebody who is there to represent you and support you and also be of value to the chapter.
Here are some suggestions:
1. Ask a good client to sub for you. Instead of giving your client a written infomercial, ask them to give a testimonial about the work you've done for them. When you have a sub there who really hits the nail on the head and talks about you and how good you are at what you do or how good your products or services are, that is almost better than you talking about yourself.
2. Ask someone who might be a potential member. Perhaps someone you've asked or wanted to ask to attend your BNI meeting. This gives another opportunity to see what BNI is all about and may encourage them to become a member.
3. Try to use a different sub each time, rather than the same person from your office each time. By bringing in fresh faces each time, you're bringing potential business to your fellow members. Remember visitors/subs to your chapter typically brings $1000 to $1500 worth of business to the chapter and your fellow members. So it is potential TYFCB to you. This builds your credibility with your fellow BNI members.
4. Carefully choose who you are going to use as your substitute and train them about the meeting, what to expect. When they are to give your infomercial. When they will give their infomercial. When they will give your referrals, testimonial, etc.
5. Plan ahead. Make a personal sub list of several people who would be willing to sub for you and represent you well. Ask them ahead of time if they would be willing to sub for you when the need arises.
Other thoughts and considerations -
As a member, you bring value to your chapter meeting. When you are absent, you bring negative value. When seeking a substitute, strive to replace your value with a positive professional who could potentially become a part of your referral network. They may be willing to help you out by substituting for you, and they will have the opportunity to see the value of BNI® for themselves. An excellent substitute may also be someone who may bring referrals to the other members or a client/customer whom would provide a positive testimonial about your products and services.
Some Chapters mistakenly believe that having a list of willing Members and ex-Members from other Chapters is a good way to solve the “substitute problem.” In reality, while it undoubtedly appears easier for Members if they don’t have to find a substitute for themselves, in the long run, they, and everyone else in the Chapter, will get less business.
Every substitute should be a potential customer for other Members in the Chapter. This is an important entitlement of BNI Members, which is lost when the same few faces turn up every week, representing a different Member’s business on each occasion. More importantly, while many genuine substitutes become interested in joining the Chapter they visit, “professional” substitutes never do because they realize they are getting a free membership in your Chapter. Not only do the Members pay for their membership, they also ascribe to the BNI Code of Ethics and the BNI Policies. Substitutes are not held accountable for their professionalism.
Chapters are stronger, grow more quickly, and pass more business when they discourage regular substitute lists and encourage all Members to find their own substitute when necessary.
To discourage repeat substitutes, it is strongly suggested that repeat substitutes do not give a Weekly Presentation on their business and only represent the Member’s business.
Excellence is an option with a BNI chapter and with the substitute program, but you have to use substitutes in the proper way and not use them as a crutch. Instead, use them as a benefit to what you have to offer. If you expect the best, you tend to get it. If you expect less than the best, you tend to get it. You have to have high expectations and invite people in to support you. By effectively using the substitute program you are building your credibility with your fellow members which will lead to more referrals and profitability. That is what makes the most successful members and the most successful chapters.
Here are some additional resources:
There's No Substitute for a Good SubstituteYour Business has a Confidence Curve
Let me know if you have any questions and how I can be of help.
Happy Networking,
Annette Mason
Area Director Consultant
