on October 17, 2018
Not too long ago, I attended a customer-appreciation event for one of our clients. He owns a firm that has been growing by leaps and bounds, and every year on the anniversary of launching his company, he hosts a great party for all of his clients, friends and colleagues.
My town is a pretty small in terms of small-business owners. You don’t need to be on the networking circuit very long before you start running into the same people at local business events. From there, it doesn’t take long for some of these folks to morph from introductions, to passing acquaintances, to referral partners, to full-blown friends. I’ve seen it happen in the span of three events, tops.
This point was driven home at my client’s party, when I recognized one of the guests coming through the front door. Instead of walking up to each other with hands outstretched for the perfunctory handshake, it was a big smile, a friendly hug, and questions about her family.
What’s interesting is that I never hang out with this person outside of the professional realm. I’ve never seen her home, met her spouse, or even know where she went to college. We’ve gotten to know each other strictly through networking events, shared associates, and business functions. In fact, we’ve probably never had more than a 10-minute conversation at one time.
But the friendship stars aligned and, within a few business events and one cup of coffee, we seamlessly went from handshakes to hugs.
This particular exchange is indicative of what I see happening every day in my little corner of the world. The number of hugs I share at any event I attend steadily increases the longer I’m in business and the more involved we get in the local business community. Friendships are quickly forged over cocktails and coffee, tales from the small-business trenches are shared, and we all seem to share a single, primary goal … to make our mark as successful businesses.
I freely admit that this has become a most unexpected perk of what I do. I mean, I fully expect to be active in the business community and work tirelessly to make the right contacts, build my professional network, and partner with like-minded folks to continue growing our respective organizations.
What I didn’t expect was to see formal handshakes turn into hugs…and how I’ve realized that we need these friendly exchanges just as much as we need the formal introductions to the decision-makers.
These brief exchanges with newfound friends at a local event allow you a moment to catch your proverbial breath, smile at someone who is out there working as hard as you, and who isn’t expecting to hear your 30-second elevator pitch. You get five minutes of friendly banter with someone you probably never would’ve become friends with had it not be for the fact that you’re both out there fightin’ the good fight for your business.
So, think about that next time you share a friendly hug or pat on the back. They don’t want to hear your sales pitch; they want to hear about your family.