Fostering in-person, informal relationships can work wonders for your business, whether it’s growing an organisation, hiring exceptional talent for your team, or simply partnering with other great companies in your industry.

The unsung power of the casual connection

In the relentless pursuit of business growth, many business owners find themselves trapped in a cycle of formal networking events, exchanging business cards at conferences and participating in structured meetups that feel more like transactional exchanges than meaningful connections.

While these formal approaches certainly have their place, they often fall short of creating the authentic relationships that really drive business success. The unsung hero of business growth is informal networking – a crucial yet frequently overlooked strategy that can unlock opportunities in ways that structured networking simply can’t match.

When we enter a conference room or networking event with the explicit goal of "making connections," the atmosphere naturally becomes charged with expectation and agenda. This leads to stilted conversations and forced relationships that never feel quite genuine. People become guarded, presenting polished versions of themselves rather than their true selves.

What is informal networking?

Informal networking can take place anywhere you’d normally socialise in your personal life, from coffee shops and social events to community gatherings. Sports events, in particular, are popular because they offer a laid-back environment where everyone can relax and business takes a back seat to the focus of the game.

Golf Swing Systems, for instance, highlights golf’s value as networking tool, stating: “One of the more obvious reasons behind the connection between business and golf is the face-to-face interaction that the sport offers. This, in turn, can present people with the ideal opportunity to form relationships in more of a relaxed and informal environment, opening up new lines of communication to source potential clients and partnerships.”

The focus is on relaxed and laid-back interactions that are authentic and organic, something which can be difficult to achieve in a traditional networking environment and even more so online. With an informal setting, there’s less pressure so you can focus on making genuine connections.

Why informal networking works for business

Serendipitous opportunities are perhaps the most exciting aspect of informal meetings. The unpredictable nature of casual encounters means that any conversation could lead to unforeseen partnerships, unexpected leads, or the discovery of exceptional talent.

A conversation about travel experiences at a barbecue might reveal that a neighbour runs a logistics company that’s perfect for your expanding business needs. A discussion about your kids’ education at a school event could connect you with a parent who has expertise in a technology your company desperately needs. These organic discoveries often prove more valuable than carefully planned business meetings because they arise from genuine compatibility and mutual interest.

The reduced barriers that come with informal settings make people more open and approachable than they might be in formal business contexts. A CEO who might be surrounded by formal protocols in their office environment becomes much more approachable and conversational at a football match or when grabbing coffee. It’s this accessibility that creates opportunities for meaningful connections.

Informal meetings also allow for "soft" pitches that allow for testing ideas and gaining feedback without the formal pressure of business presentations. “During informal chats, clients are more likely to share insights and opportunities that they might not mention in a formal setting. For example, they might mention a pain point that they're experiencing or a new project they're planning,” explains Nelus Rossouw.

When you casually mention a business concept or challenge during a friendly conversation, you can gauge reactions, gather insights, and refine your thinking without the stakes and expectations that come with formal business meetings.

Strategies for effective informal networking

Take advantage of casual environments to expand your network. Whether it’s attending a neighbourhood Happy Hour (sites like Eventbrite are great for discovering events), joining a sports league, or frequenting your local gym, stay open to places where organic conversations can happen. These everyday spots often turn out to be perfect for meeting interesting people.

Instead of just expressing gratitude for someone’s time or insight, ask, “What can I do to support you?” It’s a simple but powerful question that leaves a strong impression, no matter who you’re speaking with.

Finally, networking isn’t just about promoting yourself – it’s also about being a connector. As business coach Julia Chateray highlights, “Connectors are people who know lots of other people and take delight in putting them together. We are the hub of many networks, know people from different circles, and can cross fertilise.” So, if you meet someone who specialises in social media marketing and you know someone else looking for that exact help, make the intro to help them. The gratitude people express is often overwhelming, and more often than not, those introductions lead to other valuable connections being offered back to you.

Translating informal connections into tangible opportunities

The ultimate goal of this approach lies in translating casual connections into meaningful business opportunities, but this transformation requires care and the right timing. Moving from conversation to collaboration involves recognising subtle cues that indicate mutual interest in exploring business relationships, such as repeated references to complementary needs, expressions of admiration for your expertise, or direct inquiries about your business activities.

Referrals and introductions are one of the most powerful outcomes of informal networking, as trusted recommendations carry significantly more weight than cold outreach efforts. When someone you've built a genuine connection with refers you to their team or a mutual contact, they're essentially lending their credibility to support your business.

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