Too often when business people think of networking they think they have to attend dozens of monthly meetings, introduce themselves to dozens of new people and hope that from the many they will find the few. While socializing at business events on a regular basis is a good way to make connections with like-minded individuals, it is not necessarily the best way to build quality business relationships.
Building stronger, longer-lasting business relationships takes time and cultivation. You can’t just meet someone one day, put their business card into your Rolodex and then count them among your vast network of business associates. To truly build stronger, longer-lasting business relationships you have to nurture and develop them like friends.
Build a Great Brand Worthy of Notice
The first place to start when you want to develop and build strong business relationships is to build your own personal brand first; one that is worthy of notice. What that encompasses specifically will depend on who you are and what you value. However, there are some key characteristics that you should incorporate.
First, be real. No one likes a phony or an egotist. Don’t overstate who you are or what you can do. Be proud of what you have to contribute to a relationship, whether that’s your time and energy, vast knowledge of a particular subject or great industry connections.
Next, be likeable. This goes hand and hand with being real. By being down-to-earth, warm and accessible you are more likely to draw other people to you. To learn what not to do, check out Jeff Haden’s July 18, 2011 blog “The Best Way to Introduce Yourself,” in which he describes his first encounter with a fellow soccer player who put on airs. It is truly a case of less would have been so much more.
Finally, be earnest. Don’t come on too strong, even if you have the pedigree and chops to back it up. If you are earnest in your intent to befriend someone and to build that relationship, a bit of humility goes a long way.
Pay it Back, Forward and Keep a Little for Yourself
Another way to foster solid business relationships is through your willingness to contribute to the relationship. It isn’t enough to meet someone and tuck their business card away for a rainy day. Strong relationships have to be cultivated and nurtured.
In the recent National Association of Colleges and Employers (NACE) piece “BIG Ideas: Building Relationships,” college recruiting professionals offered their advice about how to build strong business relationships.
Laurent Troland, Recruitment Coordinator with Bridgewater State University, suggested building a system of support and then paying other people back to keep it going. That might mean something as easy as offering an introduction, job referral or a helping hand or by acknowledging them for a significant accomplishment or even a birthday.
Another option is to pay it forward every time someone within your support system provides their assistance to you. Sure, you’ll want to be there to offer your support to the initiator, but what about doing something special for someone else? You can keep the network going in both directions.
Finally, Pamela Wells, Career Center Director at California State University, San Marcos, recommended allowing people to pay you back. To do this she suggests that when someone offers their thanks, you should say, “I know you would do the same.” Her belief is that this remark opens the door to allow the other person to pay you back.
Keep the Lines of Communication Open
Just because you have a relationship with someone doesn’t mean you have to speak with them everyday. However, you should follow up regularly if for no reason other than to say hello. You can stay in touch by dropping a line and sharing something of interest – a newly published survey or report, an article about their industry, or a newsy tidbit that you think will interest them.
Whatever steps you choose, make them worthwhile. When it comes to building stronger, longer-lasting business relationships, quality truly trumps quantity every time.
Deborah S. Hildebrand - Deborah S. Hildebrand is a freelance writer & HR consultant with 20+ years in human resources & a Bachelor's degree in Business.
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