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Anatomy of a BNI Testimonial David Smith SuddenlyInSite.com Marketing

BNI testimonials have one primary purpose: To help BNI members receive more and better business referrals. The reason testimonials are so powerful is that they add credibility to a business. When someone else speaks in glowing terms of the satisfaction they or a friend had with your business services, their words carry a unique authority. They are saying, “It really works. This business really delivers.

But not all testimonials are equally helpful. You can say so much more than that you or someone you know used the person’s business, or learned about the person’s business during a one-to-one meeting. Use the testimonial to educate your fellow BNI members about the value of the person and the business. Give them something substantial that they can repeat to potential clients.

Let your testimonial to follow the five letters in the word VALUE:

1. Value: Say something about the value of the person’s business. What they do to make their client’s life better.

2. A#1 Client: Describing the “A #1” (or “ideal”) client/referral. Who are they? What is their pain?

3. Logistics: What’s it like working with them? How do they treat their clients? What is their client process?

4. Unique selling proposition: What sets them apart? Motivation, attitude, special skills, tools…(“Value” = value to client; “USP” = differentiating factor)

5. Engagement: How to make the connection.

• The signs someone needs the member’s services or products.
• What to say to that person to engage them.

By the way, you really can’t do more than one testimonial well during the testimonial time. Multiple testimonials like: “I’ve used this, that, and the other member’s services this week and enjoyed them all” scatter the focus, take too much time and sometimes tend to say more about you and what you’ve been doing than about your fellow BNI member. And multiple testimonials are not as effective in the primary goal of the BNI testimonial: Educating us in how we can bring someone more qualified referrals.

So next time you’re preparing a testimonial, focus on just one BNI member and think of the word “VALUE”.