Social Events in Networking: Building Deeper Connections

Social networking events create room for longer, more natural conversations and can strengthen relationships that began in a formal business setting.

Why a different setting helps

A breakfast meeting and a social event create different types of conversation. In a relaxed setting people often learn more about each other as individuals, which can make future business conversations easier and more natural.

Relationships before transactions

People tend to refer work when they understand and trust the person they are recommending. Social events can help that trust develop because the focus is not on making a sale or delivering a pitch.

• Be interested in the person, not just their business.
• Avoid turning every conversation into a sales discussion.
• Include new attendees rather than staying only with people you already know.

Create more opportunities for introductions

Longer events give people time to move between conversations and make introductions across groups. A useful introduction can be as valuable as a direct lead.

• Explain why you think two people should meet.
• Stay long enough to start the conversation, then let them talk.
• Follow up afterwards if you promised to connect people.

Use social events as part of a wider networking plan

Formal meetings, one-to-ones and social events work well together. Each creates a different opportunity to learn about people and build familiarity over time.

Putting it into practice

Networking improves through repetition. Choose one or two ideas from this guide, use them at your next event, and review what worked afterwards.

If you want to practise these ideas with a friendly group of local business owners, take a look at the next Elevating Business networking events.