Networking is an excellent opportunity to meet people and learn about their businesses. It is also a place to forge lasting relationships. Narrate your stories to others, business or personal. They will remember you more than numbers and figures.
After a long drive across the city, ideally on a Thursday after sundown, I prefer a twist of lemon wedged on the coated rim of a cocktail glass.
But this networking event was different. As a storyteller, I have been fascinated by how people communicate verbally and through print and digital mediums. Over the last decade, I have taken up storytelling in Toastmasters, read innumerable books about the subject, and listened to podcasts on how to narrate a good business story.
Mixing business and wine
Early this month (the first Thursday of every month), a tight circle of 20-odd humans stood around a few wine kegs, thoroughly enjoying the unique blend of business pitches, wine tasting, and cheese sampling.
Drinking wine is different. Telling someone that you are a wine drinker automatically elevates your social standing!
After about three of four business pitches, a bottle of unlabelled wine did the rounds, carefully poured by the wine master himself.
Shaz encouraged us to pair it with a specific item on the plate – ricotta cheese.
Then with a flourish, Shaz, the wine master, a jovial and knowledgeable man with a passion for wine, stood back and asked, “What does it taste like?”
Sitting on the fence
As a novice wine enthusiast, I am constantly inspired by the vast world of wine – from the different kinds, regions, and glasses, to the intricate process of appreciating its aroma and taste. There’s always something new to learn.
The last time I drank wine was at a friend’s place. She encouraged me to switch from beer and taught me the best behaviour around good wine!
Take the wine glass, swirl it, sniff it, take a sip, roll it in your mouth, and let it inspire you.
Bottoms Up?
As a beer drinker (West Coast and Hazy IPAs), I strongly resisted my immediate reaction to guzzle and feel the brew cooling every part of my body and heightening my senses.
Three sips of the wine, I thought, would loosen my tongue and cover any faux pas aided by the spirit of the occasion. [We were also celebrating Christmas in July!]
“Apple?” I blurted out.
At least half the group offered their thoughts; apples, pears, berries, I forget the rest!
Shaz was beaming when he revealed the secret ingredient.
“Watermelon!”
Even I admitted that the wine was very refreshing.
The evening became much more relaxed after the first round. More wine and accompaniments. More business pitches.
Storytelling / narrative marketing
When you talk about your business, what do you tell your potential customers?
How often have you nodded off watching a PowerPoint presentation with 50 slides packed with numbers, charts, and bullet points?
Next time, start your presentation with a story and end with one. Your audience will remember those stories. If you tie it to the idea you are trying to sell, your presentation will make a better impact.
At my turn, I shared a crucial insight – the importance of storytelling in business. Stripping away all the marketing jargon, three basic elements emerge in storytelling: character, conflict, and resolution. These elements, when woven into your business narrative, can make a significant impact on your audience.
It does not matter what product, service, or idea you want to communicate; build up your stack of stories and use them as the foundation of your communications – print, digital, and verbal.
Narrative marketing. If you prefer the marketing jargon, this is the term. Or, simply storytelling. Start collecting your stories.
Note: This networking event, Sip and Mingle, was hosted by Balbir Pabila, Hilda Eid and Shaz at Wines Unlimited, Mississauga, Ontario.
Check out local events
My first significant networking session was a surprising one. Besides feeling at home among like-minded business owners, I got many tips on the recommended ways to network.
For the first time in months, I walked into a large, well-lit room with about 50 people. This was my first stab at networking since starting my business.
I froze at the door and scanned the room. Everyone was talking to someone else. There were groups of four or five; people were talking, smiling, laughing, shaking hands, and hugging.
Along the wall, five or six tables were set up to showcase event sponsors. The tables overflowed with marketing materials – pamphlets, brochures, pens, business cards, signs – and more people around those tables explaining their businesses to potential clients. Not a single person, I found, was alone.
Flight or fight
When cornered by one’s mindset of fight or flight, the easier path is flight. But I told myself I chose to come to this event to see, listen, talk, and meet like-minded people — small business people with an open mind and a large heart to help others.
The day was particularly cold, with heavy winds. I should have stayed at home, but the devil on my left shoulder kept whispering in my ear. I made my way to an empty seat, slung my coat, deposited my bag, and got a coffee and muffin.
One of the event organizers appeared at my elbow when I stood there, looking for a way to break into these cliques. She introduced herself as the Executive Director of the local board of trade, asked about me and my business, reminded me about the speed networking session the following day, and introduced me to three other board members!
If you are an introvert who has decided to push and expand your boundaries, have a business to run, and know that networking is a long game, start with the local events and agencies that promote such collaborations.
When I decided to attend, all I noticed on the event calendar was ‘Membership Matters.’ I hadn’t read the details, so I was pleasantly surprised when the speakers introduced the topic: ‘The Power of Connections—Networking Unplugged.’
What a fortunate start to my introduction to local business events!
Here are some tips from the networking session.
- Have an abundance mindset
- Consistently keep showing up
- Be genuine
- Do not offer unsolicited advice
- Listen. Talk. Ask permission to follow up. Find out what is the best way to connect
- Network to learn
- Networking is a long game and has at least three layers. a) exchanging information [cards] if the likelihood of meeting the other person again is remote, b) relationship building by offering and finding out about the WHYs and HOWs, and c) community building; this is where the magic happens
- Stay curious, be generous, and make listening a habit
- Develop the mindset of asking yourself, ‘Why am I attending this event?’ This will help you finetune your thoughts and benefit from them
- When you become more seasoned at networking, find the lone stranger in the room and offer your support to make them feel at ease.
Attending the local board of trade event was a lucky entry into my world of networking. Not all events turn out that way. However, it is best to try different networking events and get different perspectives.
