ABC Auctions’ monthly networking event, the ABC Connect has gained traction and is on a growth trajectory. The 28th and 29th editions of the Connect are set to be held in Harare and Bulawayo this month. This week Business Events (BE) engaged the company’s Brand Manager, Paul Tawanda Nyamadzawo to understand the event’s rationale, objectives, successes, challenges and future plans and produces the interview below.
BE: How did ABC Connect come into being?
Paul: Initially it was a selfish move. We wanted people to come to us. People come and they get to experience the feel of the auction which then allows us to sell our other brands within (the holding company) the Sagittarian Group. So basically, that’s how Connect started. We realised that the platform was actually creating more value for people to people interaction and then we made the deliberate move to ensure that it becomes a constant (event) once every month cutting across our three branches where people come through for that two hours in the morning for that quick 7:30 to 9:30am networking session and pitch their business in the most uncomfortable manner because we literally force you to speak with the other person. That’s how we came about.
BE: What are the event’s objectives?
Paul: We believe that business is done by people so we want people to be able to talk to people. We created that platform to ensure that when you come and speak to the next person, the conversion rate of making sure that you get that next service, that next client, that next partnership is head-on. You see, those that have attended our networking events have experienced what we call a card game which literally forces you to talk to the next person whether you like it or not.
Our main objective is to make sure that we create that platform to simply come and talk to the next person and be able to make that connection.
BE: How do the event’s attendees benefit from the event?
Paul: Basically, we are giving you a platform to meet 49 other people that you’ve never met because it’s a 50-people cap event. We are giving you a chance to meet 49 other people, 49 other business professionals, 49 other possible investors, 49 other possible partnerships, and 49 other ecosystem players for you to be able to directly tell them what you do and them also telling you what they do. You may not be their direct customer but you might know who might have a more pressing need to meet them. That referral system is important when you get to exchange those business cards because we believe that business cards are a tool of the trade when you come to a networking event. When you exchange that business card you know that there is a likely chance that, that person is going to get a call.
BE: And why is the event attendance capped at a maximum of 50 people?
Paul: The chances of you speaking to everyone where you are 50 people are more than the chances of you speaking to say 200 people in a room. Our value is not in numbers. Our value is in the quality of interaction. 50 is our cap because we know that interaction within that stipulated time in that space would be more ideal than it would be for 200 people.
BE: What determines the people that you invite to the events as speakers and what they speak on?
Paul: When we choose a speaker we have made it deliberate to say, look we want to drive conversations that the industry and the people in that space need to hear about. For instance, some of our past speakers are corporate strategy and human capital management professional, Nyari Purvis, who has spoken about how to enhance diaspora markets. We know a lot of business at some point consider growth. What does it mean when they are told about expanding into a market? Coronation Financial Holdings Chief Executive Officer, Dr Lance Mambondiani spoke about the art of closing a deal. We are looking at what are the elements for ensuring that you close that deal.
We have had speakers like family business expert, Tsitsi Mutendi coming through and speak about how to create generational wealth and how to position businesses for historical growth. We have had security consultant, Andy Laing speaking about his over 50 years’ experience in the business space including a stint with Fawcett Security Operations. So it’s insights like that which we value because they allow us to create value around the people. We don’t want you to just get those networks, we also want you to get the nuggets on how to ensure that your conversion rate is much more valuable than quick.
BE: What would you say have been the event’s successes, highlights and challenges?
Paul: In our view, the event’s major success has been how much people are interested in attending. We have had over 150 registrations per event cut across our three branches but only having 50 people to attend. So it surely shows how people are taking value out of this. It is also about the repeat attendees who are attending three or four Connect events as they are seeing the value in coming back to these events which is one thing we value. One of the challenges I can name – one can’t call it a challenge per se – but it is about the greater end to the ABC Connect. There are some things which we are not in a position to do for the event’s attendees. There is a limit to what we can do for them, but we are happy to redirect them accordingly to people that can help them.
BE: You partner with different businesses which provide venues for Connect events. How do they benefit the relationship?
Paul: We have deliberately made co-hosting cut across all our branches, that is here (Harare), Bulawayo and Lusaka, to partner with other businesses. Why? Because our goal is to get you as many clients as possible. So when we co-host with these businesses in their own space it’s a chance for them to sell their products and services directly. For instance we have had our past Connect events notably with Zimoco in their showroom and Autoworld in their showroom as well.
We have partnered with Solutions Centre, the Apple distributor, and we have partnered with NMB Bank this month at their headquarters and in Lusaka we have had some businesses co-hosting the event with us. It’s that plea to ensure that we bring business direct to your doorstep. When we bring business to your door step you’ve got a better chance to sell your products when people are in the feel and environment where the product exists.
BE: What is the future of ABC Connect like?
Paul: Connect is about a community. We’re trying to build a community of like-minded people where you have access to someone that attended Connect Edition One to Connection Edition 30. You have access to all of those people. You know what all of those people do and their trades which allows you to cross-cut and cross-pollinate. We also plan to start hosting workshops in the future. We have just launched our e-newsletter called The Connector, which we are also hoping, in line with our other product called ABC Reach, will create more platforms and opportunities for businesses.
So we are not only giving a platform to come and market yourself, we are also being deliberate about getting the reach. We have a database of about over 120 000 verified e-mailers within our system which we have grown through the ABC Auctions for the past 50 years and with that value and reach we want to expand to these businesses that are coming to our spaces. When you come through to a Connect event you have better chance to get discounts. You have a better chance of getting these packages. You have a better chance of being featured in our advertorial because that’s what we want to give these businesses.
BE: In Zimbabwe you are represented in Harare and Bulawayo. Any chance of the same event being hosted in Mutare, Gweru or Masvingo some day?
Paul: 2025 will be an exciting year for ABC Connect and definitely there is a lot of footprint we want to leave within the Zimbabwean landscape and the Zambian landscape which we are actively involved in. So yes, all I can say is we are looking forward to seeing us in all those areas that the auction branches are not established. That’s why the partnerships for us are very critical because with a partnership we are not limited to having a physical office. We are just limited to have like-minded partners that want to drive the same goal that we want to so when we a get a businesses that wants to host a Connect event in Mutare, when we get a business that wants to host Connect in Zvishavane, when we get a business that wants to host a Connect in Lalapansi, nothing is going to stop us.
BE: What is your message to someone who has heard of the ABC Connect and is yet to decide on whether or not they should attend the event?
Paul: If you do not have that customer that you want and if you do not have enough customers to grow your business, then Connect is the place for you to do that because we are giving you a space where you can sell your product directly and you have a better chance of growing your customer base. Our platform is simply to create connections, that’s our value. That’s our biggest take.