Where a smile clinches business deal

The Business Networking International (BNI), known as the largest referral organization, is a hot ground for referral networks even in the IT industry. At the BNI in Bengaluru, CEOs and MDs meet each other and exchange business cards among them. Unlike routine eat-and-drink social gatherings, this kind of meeting ends with something fruitful for every participant.

The core idea behind such a gathering is ‘referrals'. People into various trades exchange referrals among themselves every week, not bothered about the size of the meet. A member can refer another member to the former's client for any services. The group is divided into various chapters, and in each chapter one person represents one industry.

However, interestingly, the channel partners play a lion's share in this group. In fact, this concept was introduced to Bengaluru by Anantharam Varayur, director, Webcom. "Five years ago, I got inspired with this successful concept in Mumbai. We initially started with a small chapter which is now expanded to various teams alphabetically," he says, adding that this helped members in the IT business. "One member has even dissolved his sales team since these meetings and referrals give sure profits which a sales team may not give," he said further.

Almost in every chapter, there are approximately three to four persons in a business group, which constitutes approximately 30 members in all the groups. The IT channel partners hold around 20% of the total population. Anil Kumar Tallqam, CEO, Dhanush Infosol, who is a member of a chapter, says that around 25% of business emerges from BNI. "I got a referral project worth Rs 40 lakh for hardware and networking, and one worth Rs 25 lakh for networking. In return, I gave business to another member for Rs 25 lakh," Anil says. He also adds that getting a clientele has become much easier with referrals.

Every chapter has a wide range of professionals varying from a photographer to a realtor, an HR consultant to a corporate gifting company (a firm which supplies gift materials to corporate companies), a travel consultant to an IT solution provider.