Whether you’re at the beginning of your business timeline or already established, networking can play an essential part in your business growth. In short, company networking is something that can help you reach more potential clients, increase business acumen and eventually attain business growth and increased profits.
Sadly, however, networking is seen in a negative light by some. Professionals are often reluctant to try out new events due to being put off by past experiences, stating that they have found many to be incredibly unstructured and daunting on first visit. This has therefore resulted (resulting) in tarnishing the reputation of networking opportunities in the future.
Abid Khan, Birmingham entrepreneur and business owner, is the brains behind the successful networking event ‘Chutney and Chat’ and every event sees over 80 businesses in attendance. He wants to help to dissipate the negative representation of networking events and to explain how he has found growing success through his event, Chutney and Chat.
We asked Abid what he thinks is the key to a successful event:
There are two angles to starting a successful networking event; if you’re doing it for yourself and you aim to grow your business single-handedly then it won’t work. However, if you want to do it for others and your end goal is to build a successful business community, then you will 100% get something back from it.
From my experience, it is down to the host to determine what kind of environment the event provides. Yes, it is a lot of responsibility, but if you want to be the face of a successful network, then you need to put the time in.
To engage with newcomers, the host would generally walk around the room and introduce them to other people who have been there a while to help gain a bit more confidence. Quickly, you’ll notice a lot of interaction and conversation and soon enough the newcomers will become part of the family.
Where to start?
I cannot stress enough that the atmosphere is largely the responsibility of the host and it’s their duty to keep the event as relaxed as possible. One of the key things is to manage expectations of your event from the outset. For example, if people want to come to an event to introduce their business, incorporate introduction sessions or activities to facilitate this. But if people want to just meet others and chat at the event in an informal fashion, then make that happen and encourage others to mingle and prompt conversation around the room.
In the past, I have been to some events that can be daunting and elitist, and I really wanted to try and eliminate that stereotype.
How to target potential attendees?
If your business already allows you to meet a lot of new people in the business sector, it is an easy conversation to have. Anybody who has a business wants new business and it is without doubt the most effective way to get your business out there.
I always say as part of the networking discussion that you can pay for marketing, radio interviews and so much more which does make a difference but ultimately (at the end of the day), people will buy from people.
What’s your advice for those wanting to make a great impression?
Firstly, don’t make it all about yourself! Offer value first and automatically people will ask what you do and what business sector you’re in. It also goes against the ethos of networking as the aim is to meet and connect with others and help further your reputation.
After the event, you should always follow up your contacts, Feedback from my current attendees is that this makes a lasting impression. Even if they’re not relatable to your business, it’s always good to have somebody in another line of industry as perhaps a contact for the future. For example, if you have met somebody who works for or sells printers, you have somebody for the future when your office printer breaks!
What about ‘Chutney and Chat’?
I have attended so many events and therefore found what did and didn’t work. We have no formal membership, no subscription and no expectations. The event is simply relaxed networking with the bonus of a delicious 3-course meal.
I work exceptionally hard on the night, aiming to make the evening memorable and create a friendly atmosphere, but most importantly making sure my attendees leave with some great networking opportunities and feel that the event has been valuable to them.
Alongside this, the event organiser has to offer to make a lot of noise before and after the event to open even more potential avenues for your customers. Whether this is video from the night and social media strategy pre and post event, this can make a huge difference and shows competence to those who are still unsure of coming to their first networking event and hopefully fills them with confidence.
