If you find it hard to approach people or build genuine relationships at a traditional networking event, perhaps there is another way.
Over the last few weeks I have been fortunate enough to run three small events for some of my clients and close network. I've run the events in association with Aveqia, a Swedish business taking their first steps overseas with a launch in London. The feedback has been quite extraordinary, consistently the best feedback of any events I've run or experienced.
The feedback is based on a number of factors, much of it founded on the surrounds and experience provided by our host. One thing that really stood out though, and an important factor for me, was the ease with which conversations with strangers started and the strength of the bonds formed over the course of each evening.
So, how did we manage to achieve such success? The concept itself isn't new, something I'd call activity-based networking. It's an approach that's been used for years in corporate team building events but not as often as a tool to enhance the quality of networking events.
Instead of simply putting a group of strangers together in a room and leaving them free to exchange business cards, you create an environment where they work together and share. In the case of Aveqia, who's strapline is 'Connecting through Gastronomy', groups of twenty split into smaller teams, with each team creating one course of an amazing four-course meal under the guidance of chefs with Michelin Star experience, having worked with such luminaries as Heston Blumenthal at The Fat Duck in Bray, Alain Ducasse in Paris and Jean Christophe Novelli.
The group then joins together to enjoy the meal they created, accompanied by a perfectly matched wine selected for each course.
As I write this blog I've just had a call from one of the attendees earlier this week. As a National Sponsorship Chairman for the Federation of Small Businesses and the owner of his own business raising sponsorship for disability sports, Norman Lay of SIMS has been to more than his fair share of corporate and networking events.
Norman called me to update me on two of the conversations he's had in the last three days. In one case he's had extensive conversations that look to be leading to a potential management deal; in another he's arranged a meeting with the decision maker at a company who could be a very large sponsor.
Norman said to me, "I've never networked in a better atmosphere. Within fifteen minutes everyone was laughing and joking with each other and we were running between all of the groups, not just sticking to our own."
I don't often run my own networking events but, when I do, there is one main rule. Never engage in the 'Networking Dance' of elevator pitch exchanges. Don't ask 'what do you do?' but find out what you have in common. Build rapport and identify people you can build a relationship with over the long term.
At these recent events I haven't needed to stress this advice (even though I might have mentioned it!). The activity takes over and people simply start working together straight away. And once the meal was over, people stayed around. On the first two occasions I caught my last train home at midnight with four minutes and then with 45 seconds to spare respectively. This week I took a taxi!
There are two things we can take from this experience. First of all, if you are hosting networking events or bringing clients together, what can you do to increase the chances of people bonding quickly?
Rather than just bringing everyone into a room and offering them free food and drink, can you do something slightly different to get them working together?
Secondly, whenever you go to a networking event, remember the golden rule. Don't get sucked into The Networking Dance, find what you have in common and have fun with people. Look to create the bond that will mean you'll want to stay in touch with them after the event...and they with you.
Networking events are merely a catalyst to building your network and developing relationships. Venues such as Aveqia are invaluable in accelerating that process and creating connections that really work.