Most new entrepreneurs tend to focus too much on their products, which is not entirely a bad thing, but isn’t a very smart move, either. See, though its true that you can just rely fully on a good product to get the word out there, it’s not always enough. This is why you need to hone your networking skills. The Chinese have been talking about this practice for years, calling it “guan xi” and building their businesses on the practice. In it’s worst form, networking can become nepotism, or building success from connections rather than merit. In truth, however, networking is a necessary part of growing your business, and it’s not a negative trait to be able to network at all.
See, networking is about expanding your business by bringing attention to it through the people you know and who know your product.
In catering, for example, it’s not like you immediately have a fan base the moment you open your office. For a lot of caterers, the business is settled in the home, with every inch of the process handled by one person alone. You have to meet the client, plan the menu, buy the groceries, cook the food, etc. It’s all about the love for cooking and catering, which eventually grows into a proper business over time.
But how do you get the word out? This is where the network comes in. You can’t just advertise because people still wouldn’t know you, and how much are you willing to spend on promotion, anyway? As such, it’s better to rely on your existing network: family and friends who have been on the receiving end of your cooking and entertaining skills. It’s all about the people who can vouch for you, and will be willing to recommend you to others.
Word of mouth is really the most powerful form of advertising. Your friends and family will be able to recommend you to other people they know, especially those who are looking for a caterer. From their efforts, you will now get to find new clients, and this is what eventually helps develop your business from a home-based one, into a serious enterprise. Don’t be stubborn and try not to ignore the power of your network in getting the gigs you need.
The thing about networking is that it grows. Every client and every guest you ever have will now be part of your network. See, all of the events you cater will now be part of your portfolio. The people who have tasted your cooking might be impressed enough to hire you for parties of their own. It’s a good way to increase the network you already have, as now more people will willingly vouch for your skills. Leave your calling card at these events so that guests could get in touch with you easily.
But it doesn’t always have to be about the people who already know your skills. You can always showcase your business at trade fairs, where people who are looking for caterers will be attending. To set yourself apart, try to present your cooking skills by offering samples of your food. Small, bite size samples should be a great way to reel in new potential guests. Again, they might not immediately hire you, but they’ll be part of your network now.
Finally, networking means getting to strengthen your connection with catering wholesalers, too. Your suppliers are your support system, and without getting reliable ones the quality of your business will suffer. Catering wholesalers provide you with a lot of things, from food to cooking equipment to serving ware. This is why it’s a good idea to find reliable catering wholesalers and ensuring that you have a positive relationship with them. They can make or break your business, so do make sure you’re not working with unreliable catering wholesalers.
Expand Your Business Network: The Catering Edition