How to Maximize Your Impact in a Networking or Leads Group

Jul 4

Across the country, professional networking groups are giving business owners and service providers new ways to build relationships and grow their client base. One of the most well-known organizations in this space is BNI (Business Network International), which hosts weekly meetings focused on referral-based networking.

In addition to BNI, many local chambers of commerce are organizing their own “leads groups.” These groups are designed to help members connect and refer business to one another in a structured, collaborative environment.

One key feature of many leads groups is that they only allow one representative per profession. So, for example, if a mortgage broker joins a group, other mortgage brokers must either join a different group or wait for that seat to become available. This exclusivity encourages active participation without direct competition.

What to Expect at a Leads Group Meeting

The format of most leads group meetings is relatively straightforward:

Each member gives a brief introduction
One or two members present a short spotlight or story
The meeting concludes with referrals and announcements

Most members have about 60 seconds to introduce themselves and educate the group on their business. And while many people do a great job sharing what they do, there's one critical element that often gets overlooked:

Asking for a specific referral.

In casual networking events, it might seem out of place to ask for referrals outright. But in a leads group, it’s not only acceptable—it’s expected.

A Simple Structure for Your Elevator Pitch

If you’re part of a leads group or plan to join one, it's essential to have a consistent and strategic elevator pitch. Here's a simple outline that works every time:

1. Introduction

Keep it short, clear, and consistent.

Example:

“Hi, I’m Joe Smith, a mortgage broker with ABC Mortgages here in Anytown. We specialize in residential and commercial lending solutions.”

This intro should remain largely the same at each meeting to reinforce brand recognition and credibility.

2. Tell a Story

This is your chance to stand out and connect emotionally.

Your story might highlight:

A specific client challenge you helped solve
A unique product feature
A recent success or update in your business

Rotating your stories from week to week helps educate the group over time and keeps your message fresh and memorable.

Tip: Prepare your stories in advance and match them to your weekly call to action.

3. Call to Action (Referral Request)

This is the most important part—and the most often skipped.

Don’t just say:

“I’m looking for anyone who needs a mortgage.”

That’s too broad. Instead, be specific and targeted.

Better examples:

“A great referral for me this week is a Realtor at XYZ Realty.”
“I’d love to be introduced to anyone who purchased their home more than 10 years ago—they may benefit from refinancing.”

When you make your request specific, it’s more likely to trigger a connection in someone’s mind. They may know the exact person—or someone who knows them.

Bonus Tip: Focus on Their Networks, Not Just Them

Here’s a key mindset shift:

Don’t focus on selling to the people in the group. Focus on earning their trust so they’ll refer people in their network.

That’s how real referral marketing works. Your goal is to become their go-to resource in your field—not to sell to them directly.

Final Thought: Be Consistent and Intentional

The more consistently you show up, share value, tell impactful stories, and ask for specific referrals, the more business you’ll generate over time.

Networking and leads groups aren't just about who’s in the room. They're about who those people know, and how willing they are to open their networks to you.

So next time you take the floor at your leads group, come prepared with your intro, a compelling story, and a clear, focused referral request. Then watch your network—and your business—grow.