Hearing the words "I need you to attend this networking event tonight on our behalf" can trigger a series of extreme reactions in an otherwise rational person. The range of discomfort can vary from apathy and weariness to aversion, distress and even a rising tidal wave of nausea, at the thought of forced social interaction.
By nature, small businesses have to operate on a local level. Building a close-knit network is thus essential for success. Small businesses gain traction from the charm they can offer, embodied by genuine connections. Their clients are seeking a more personal experience than mainstream companies offer.