Business meals are essentially meetings with food. They can take many forms, from casual to more formal, and one can choose between breakfast, the infamous power lunch, or dinner.

Dining builds relationships as there is a level of sociability involved that does not often exist in an office-bound appointment. It is well noted that if your relationship with a client is strong, such that they regard you not only as a business associate but as a friend, this will build loyalty, fostering more business. Sharing a meal with someone is one of the most personal things one can do with another and a necessary step in building a close relationship.

The decision on whether to meet over breakfast, lunch or dinner depends mainly on the time constraints of participants but you also want to take into consideration what you wish to accomplish, your guest of honour and, to a certain extent, your budget.

Many people—even those with a limitless expense account—shy away from entertaining guests over a meal; some due to their lack of ability to manage all of the facets involved in dining, for example, dining etiquette. They may simply be nervous about conducting social conversation with varied guests over the table, especially with those who are more senior. Attention must be paid to all of these facets, much like learning about line, colour and composition in a painting; business entertaining demands a mastery of certain basic skills. The quote by Oscar Wilde always jumps into my head “The world was my oyster, till I used the wrong fork.”

Your behaviour at a business meal is just as important as how you would behave in your office boardroom. It is simply an extension of the way you conduct yourself professionally at the office. Let the truth be told, much more of you is on display at a business meal. Not only is your work knowledge important but your conversational abilities, your self-possession, dress style, in some instances, and your table manners are all on display at once.

Some people have what is termed “the gift of the gab,” but knowing when to turn it off and on during a business meal is key. Small talk and knowing when to discuss business is all part of a good guest or a graceful host. What do you talk about, other than business?

In order to be interesting, you should be well read or in the know. You may be a conversational virtuoso and know very little about anything other than work but are able to have guests enthralled in conversation about a plethora of topics.

Dressing for the business dinner is an area in which many fall short. They may prefer to be slightly more relaxed as it is after hours, but this is a business affair so do not let all the bricks fall.

Some businesses such as insurance or private banking thrive on building client-employee relationships. These companies should be mindful of the level of social interaction conducted by their employees to ensure that relationships are being built, fostering trust, loyalty and increased business. Bear in mind that your employees’ manners reflects on your company; do not encourage them unless you know they have the skills to represent your company in the way intended.

If they are aware of shortcomings, supervisors should provide formal training to equip staff with the necessary skills for business entertaining.

The type of business entertaining used by staff should also be scrutinised; for example, some may only take clients for cocktails in order to avoid their cutlery phobia or to treat themselves to their favourite pastime.

Take note and make sure that your staff who should be building relationships, are doing so and in the manner which is appropriate for each client and occasion.

Amanda Jardine is managing director of

Image Matters. She can be reached at:

ajardine@imagemattersltd.com or at 747-6528.

Web site: www.imagemattersltd.com