Most business owners and professionals know that developing relationships and partnerships within their community plays a pivotal role in their success – and the success of their business – but they aren’t strategic about it. They don’t take collaboration seriously enough to add relationship marketing to their business plan. But aren’t relationships usually the key to achieving our goals? When we’re trying to land that next big account at Tip Top Agency, doesn’t it help to know the head of business development there? And I mean really know them – not just their name, title and phone number, but the names of their children and how many marathons they’ve run since last fall?
People consider networking an important step to building business relationships, but exchanging business cards at a luncheon is just the beginning. Expanding your address book may give you leads, but turning those leads into action requires authentic connections with influential people who share your sense of purpose and can help you achieve your goals. I recently had a chance to witness the power of authenticity first-hand at a local networking event. A colleague of mine began chatting with a CEO and as the conversation progressed, they discovered a shared personal passion. In that instant, something just clicked. Their tones became more familiar – more inviting – and they continued talking out of interest, not obligation. Essentially, they connected.
You may be saying, “Well that’s great Cindy, but how do I get real with someone I just met 15 minutes ago?” It’s simple: when you meet the head of business development at Tip Top Agency at a networking luncheon, ask her a few questions about herself besides what she does for work. Maybe you’ll discover you both love running and helping the homeless. Maybe you’ll start talking about how great it would be to organize a charity race for women and children in need. And a few weeks later, maybe you won’t have to be the one to make that first follow-up phone call. Maybe she’ll have an opportunity to organize that charity race and she’ll call you for help. And as you’re sorting bib numbers the week before the race, she’ll remember your interest in working with her agency and invite you in for a meeting – not only because it makes sense for you both strategically, but because you’re already connected.
If your relationships aren’t creating tangible results like this, then it’s time to re-evaluate the quality of your connections. Are the people on your networking list helping you make connections when you need someone to introduce you to a new market leader or key player? You might know a lot of people but if your relationships aren’t generating outcomes, then you probably have more acquaintances than relationships. And if that’s the case, it’s time to re-evaluate your process for establishing authentic connections.
Meaningful relationships, deals and partnerships occur when there’s true alignment with your value equation. So before you begin your next round of networking, ask yourself how you can add value to others, and receive value in return. Relationship marketing can become a seriously successful part of your business when you act from a place of authenticity, so carry this mindset with you wherever you go and apply this thinking in everything you do. When you start communicating and connecting with influence to inspire action, I can tell you from experience that you’ll be amazed by the results. So what are you waiting for? Start connecting!
