PEABODY — They filled seats along both sides of a long, narrow table in a banquet room of the Holiday Inn on Route 1 in Peabody.
Each person there represented a different local business. Members of the Peabody Area Chamber of Commerce sat on one side of the table. Across from them were members of Beverly's chamber.
They waited for Deanne Healey, president and CEO of the Peabody chamber, to signal the start.
"Ready," she said, "set, go."
And the networking began. It, however, proceeded in spurts. After four minutes, Healey rang a bell and members of the Beverly chamber moved one seat to their right.
"It's like speed dating, for businesses," Healey said.
She collaborated with Sheila Field, executive director of the Beverly Chamber of Commerce, to organize the sold-out event, which was held last Thursday afternoon. It was limited to 40 participants, 20 from the Peabody chamber and 20 from the Beverly chamber.
"Speed Networking" has grown in popularity over the last three years, according to Healey. Part of the appeal is the formal structure, which eliminates that social hurdle of "breaking the ice."
"Networking is key (in business), but you have to talk to strangers and a lot people are intimidated by it," Healey said.
The other draw is the way the format streamlines communication.
"Typical networking events are great, but you might strike up a conversation with somebody that might take an hour," said Lou Schirripa, a senior account representative for Team Logic IT. "You really don't have the opportunity to meet anybody else."
There is also no guarantee that the person who monopolizes your time is a worthwhile business contact. On Thursday, the time-controlled interactions helped Schirripa and others who participated avoid this trap.
The use of "MingleSticks" allowed for the quick exchange of contact information, including photographs of participants. The keychain-size device given to everyone who took part electronically transferred pertinent data from one party to the party sitting across from them with the press of a button. When plugged into a computer, the device uploads everything to a Web site.
Carlton SooHoo, owner of Panospin Studios, said he was familiar with much of the membership of Peabody's chamber and appreciated the opportunity to make connections with Beverly businesses.
"It helped that we met for only four minutes," he said. "We could move on."
He already has a financial planner, so SooHoo was not interested in the services of one who attended on Thursday. But as a photographer who uses panoramic images to create virtual tours, he said he did make other contacts, including one with a health club, that could be valuable.
The four-minute exchanges served as an introduction. When they were over, participants had a chance to continue conversations. There was a cash bar and a buffet of finger foods.
The popularity of such events, Healey said, is proof that businesses are going back to "building relationships."
"Prior to the downturn of the economy, people were successful almost in spite of themselves," she said. "But now I find that people are going back to the basics and want to build their relationships because that's what is going to sustain them through a slow economy."
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