Business Networking – Marmite or a hot and cold buffet?

Arguably the world’s most successful business networking group is called Business Networking International (BNI). Most groups or “chapters” meet weekly at 06.30 in the morning and all chapters go through the same set, timed agenda and members are rated on a traffic light system based upon how much business each one has passed, how many referrals have been passed to other members, as well as other criteria such as numbers of visitors introduced.

Many people love it and do very well out of BNI. And many people hate it – the early mornings, the forced conversations, the stand up for 60 seconds of public speaking, the rigid structure, the fees etc. And then there are the networking archetypes people associate with the experience – the bore, the pushy salesman, Captain Irrelevant, the one that stands in the corner, the smarmy know it all, and others that may be coming into your mind as you read these words. Which is why many people have a set view on business networking – you either love it or you hate it.

Yet, there are many other options at the other end of the scale – flexible, informal, less regular and with less rules and regulations. But the danger still applies that people love them or hate them – staged socialising with strangers is some people’s idea of heaven and others’ idea of hell. And then the negative reaction comes from a different perspective: “I paid my £15, had a chat with 6 people and gave them my business card – I could have saved myself £15 and done that in the pub!”.

All of which is why other groups aim to occupy the middle ground, balancing business development with informality, with 4Networking and BforB being two national examples that come to mind. And there are also specialist groups such Fore Business, an international group combining business development with playing golf – kind of a combination of a good walk spoilt with a very long business meeting….I jest and I’m available if anyone wants to invite me for a game!

Which is why I suggest that business networking is more of a hot and cold buffet than a salty yeast extract which garners polarised opinions. There is something for everyone.

But is there something missing from the buffet?

What if there was an option that was free to attend, and based not upon overt business development but more about learning and building new relationships to provide whatever support an SME business requires?

This is what David Bellin designed in Altrincham, Cheshire back in 2014. SUBS Altrincham attracts around 50 attendees to each of its monthly 2 hour meetings which are semi-structured and always include a 35 minute learning session, specifically designed to inform, challenge and educate rather than sell. A small monthly fee for SUBS Partners enables new SUBS Guests to join and attend the monthly networking and learning events for free.

Separate to the networking and learning events, Partners also get together once a month to support each other in any way necessary.

David refers to SUBS Business Events as “The Goldilocks of Business Networking”:

“I found myself in a position where I wanted to grow my business but loathed many aspects of networking. I decided I wanted to do things differently, I wanted to provide networking in a professional yet friendly and informal manner, improve knowledge and meet other local firms. Removing the hard sell, cost and time barriers makes SUBS accessible to all” David Bellin – SUBS Founder.

What about a perspective from one of the SUBS partners?: “Just another day for SUBS events – full house, informative speaker, great networking, enthusiastic and energetic audience. This has become ‘the norm’. I honestly don’t think another event comes close. ” Martin Hambleton – SUBS Altrincham Partner.

“An interesting mix of business owners. Really friendly group too. Better done than other similar groups I’ve been too – well done!” Helen Bee (B Double E Ltd) – SUBS Guest