You’ve probably heard this phrase before: “It’s not what you know, it’s who you know.” Nowhere is this axiom truer than in business growth. Both your personal life and your professional life are defined by the relationships that you build over time. Creating and growing these relationships is no small task, however; you need to dedicate consistent effort to developing them. Your network should consist of carefully selected, qualified individuals and groups that you can count on to be mutually supportive. Here are ways you can build these relationships in today’s fast-moving world of business.
1) First and foremost, make sure that you offer something before you ask for something. Nothing makes you come off as more insincere than approaching a potential contact and expecting them to do something for you before you have something to give them. No one appreciates people coming up to them and asking for favors without reciprocation, so don’t be that person. Introduce yourself, explain who you are and what you do, and ask what you can do to further their goals. This doesn’t even have to be a product or service: a popular “currency” in business relationships is actually education. Bring your experience and expertise to the table and use it to inspire them. This will lay down a foundation upon which you can build the rest of your relationship!
2) Secondly, make the connection meaningful. Yes, this is business, but there is no rule that says you can’t become friends with your contact as long as you retain your professionalism. Don’t pretend to be someone that you’re not, just be who you are and accept others for who they are. Use this authenticity to develop a mutual respect for one another. Be aware that mutual respect doesn’t happen overnight (especially if you have never met the person), so be prepared to put forth some effort and prove yourself. Let your connections know that you’ve got their back and show some loyalty. Don’t be afraid to get more personal with them, either; take them out for coffee, talk one-on-one, share your experiences and learn about who you’re dealing with. Make sure that you’re keeping in touch with these people to ensure that you build a long-lasting relationship. You’ll surprise yourself with how many people will open up and repay your comradery in spades!
3) Last but certainly not least, prioritize the relationships you are trying to build. I always tell my clients that there are never enough hours in the day to meet and cultivate a business relationship with everyone who you think can be mutually beneficial. In any given month or week, create lists of people who you think can provide you value and who you think might benefit from your perspective or wisdom. Be realistic– you cannot accomplish cultivation with everyone on your list. Rank the list with your top outreach. If the list is not prioritized or is not long or unmanageable, human nature is to find more mundane tasks to fill the day. Business relationships take time and energy– you get out of them what you put in and you must prioritize so that it can help your efforts to manage your life and your outreach. I coach my clients each day on the value of being intentional and strategic on creating a meaningful “Relationship Roadmap.”
