Businesses aren’t solo enterprises. Building a successful company is largely about building the right relationships, because when you do, it becomes far easier to grow your business. Most people understand the need to build genuine personal networks.
However, few people actually understand how to build authentic business connections. Below, we’ll look at how you can create real relationships that make it easier to build and run your business.
What Is an Authentic Business Relationship?
A genuine business connection has very little to do with the business itself. It’s much more about the people behind the companies you’d like to connect with. These connections are personal.
Creating these connections doesn’t mean socializing or becoming friends with the people behind these businesses, but rather understanding who they are as individuals outside of their work. Learn what they’re passionate about, what motivates them, and what you have in common.
Once you understand a person at this level, it becomes much easier to build an authentic connection with them. Authentic business connections don’t have to be transactional. These relationships shouldn’t be based on what you or your business stand to gain from the person.
Once a relationship becomes transactional, it becomes more about you, your business, and what you can gain from the connection. In an authentic relationship, it’s about how you can help each other grow rather than what either party can get out of it.
Authentic business connections should add value for everyone involved. This doesn’t necessarily mean money or success, but rather opportunities and growth in other ways. You can add value to the other party by volunteering your time, connections, resources, or expertise.
Finally, an authentic connection should be responsive. All parties need to be attentive to each other’s needs and should be available to offer help or advice where needed. Responsiveness requires consistent communication between everyone involved.
Developing an Authentic Connection
Being authentic yourself is the starting point for building this kind of relationship. Don’t try to act like the person you’re trying to connect with — they’ll usually see through it.
It might work in the short run, but it can hurt you down the line. Never hide who you are or your intentions when building a connection. Instead of approaching things that way, try to find natural ways to connect with the person by finding common ground and identifying areas where you can offer value.
You should always offer before you ask or take. It’s a good rule of thumb to set your own needs aside and instead look for areas where you can help.
It’s always tempting to do what’s best for your business, but remember you’re dealing with a real person. Try to find ways to offer information, an idea, or even a suggestion.
Once the other party sees that the relationship provides value to them, they’ll be more likely to offer value back to you and your business. When building a connection, communication is key — always check in, no matter how busy you are.
Because we’re all so busy, it’s easy to lose touch with someone you’re trying to build a relationship with. You can set reminders to check in with them periodically.
Networking
MBA students understand the value of networking when building authentic relationships. Many MBA graduates build valuable contacts through their alumni network — people they met while studying. This is one of the reasons an MBA is such a valuable qualification.
For existing connections, you can always call them or reach out on social media. Always resist the urge to ask for something, and instead let them know you’re thinking of them and check in on how they’re doing. Try to reach out during anniversaries, when they’ve achieved something, or when they win an award.
These are the moments people are most likely to remember. Another way of building authentic business relationships is to set up in-person meetings from time to time. Once you meet someone, try to find out when they’re free so you can have a one-on-one conversation with them.
In-person meetings have been shown to foster more meaningful and stronger business connections. These meetings can make you memorable, help you understand the other party, and give your relationship the personal touch it needs to go the distance.
If someone is too busy to meet, try to build the relationship in other ways, and once you’ve earned their trust, ask for a meeting again.
Avoid Pitching and Overselling Right Away
Most people dislike being pitched to when they first meet someone. They see it as annoying, and it makes you come across as trouble. It’s one of the biggest mistakes people make when meeting someone for the first time, and it’s off-putting.
Instead, try to talk less about your business and focus more on getting to know the other person.
