The Power of Connection: Business is about People, not Things

We often hear about the importance of business relationships. But what do we mean by that, and why is it so important?

At its core, it comes down to this simple truth:

👉 People want to work with people they know and trust.

So what does that trust look like in practice?

1. They deliver

Firstly, it means that someone delivers on what they say they are going to do. This is fundamental – we can’t get anywhere without being able to rely on each other. Nothing is more frustrating than being let down by someone in a way that impacts your ability to do your job. And nothing can be more powerful than someone coming through for you on what they have promised, enabling you to get on and do a great job and succeed.

2. They know their stuff

It’s one thing to be reliable, but we also need people to know their stuff and be credible in what they do.

If we bring someone onto a team as an expert, we want to be able to turn to them to advise us in their area of expertise. A good team works well when each person brings their own expertise, and together the team builds something greater than the sum of its parts.

3. Like working with them

This is that slightly intangible thing that is sometimes hard to define. Someone can be super smart, super effective technically – but if they are a pain in the neck to work with it makes everyone’s life miserable.

We also want to be inclusive and open to new people and ideas that will stretch us and help us to innovate and grow. We don’t want to pre-judge people.

The even trickier thing about this is that the recipe of what makes someone ‘good to work with’ is different for everyone. We all have different personalities and will get on with different people  - so we have to work out the types of people we know we can work well with.

So how do we get that mix right? How do we make those Goldilocks connections that are just right for us?

We simply want to start some human conversations. One of the key things I find about building out networks is knowing that you won’t ‘click’ with everyone. It’s ok to have a short conversation with someone and realise that you don’t have anything in common. For example, in a business context – that what they do may not be related to what you do.

What we can do is identify those people where we do find a common thread – something that we would like to have a further conversation about.

In a business context, this often means that there may be an opportunity for us to work together in some way. It may be that we are connected with people who could help the person we are speaking with, and we could connect them. We uncover this by starting conversations.

Starting Conversations

So, how do we start conversations?

What we don’t do is talk at people. In sales and start-up world there is a culture of ‘pitching’ – which has its place. That place is not where we are looking to make that first, human connection.

Where we start is simple – we introduce ourselves, then we ask some simple questions.

In a scenario, such as a networking event, I recommend having a one or two sentence explanation of what you do – not a 30 second pitch. Then have a couple of simple questions up your sleeve that you can ask someone, to start a conversation.

Once we have started a conversation, we can then gauge whether or not the two of you would like to connect to have a deeper conversation. That is when you can suggest catching up for a meeting. Always try to find a time and book it in straight away if you can. You don’t want to create work for them, so if you can book the meeting while you are chatting with them, rather than sending them a link.  Having something in the diary is always ideal.

If the person you are speaking with is not keen on a meeting, exchange contact details. Connecting on LinkedIn is good – swapping emails or phone numbers is better.

See how you can help them

One of the strongest things you can do to build out your network, is to see how you can help the other person. In a business to business context, the best way you can help someone is to connect them with a potential customer, or someone that may help them to build their business. So ask them about the type of businesses they would like to connect with, and what problems they are looking to solve right now.

Don’t be afraid to ask for the same from others.

A simple: ”If you know anyone that might be interested in [what you do] , I’d love to connect with them.”

Remember when you are connecting with other business people and founders, they are often happy to help.

Follow up

One of the most important things you can do once you make that first connection is drop them a personal note. If you have been to a networking event, drop them a note immediately after the event or the next day. People have short memories, and you want to provide a quick reminder of your conversation.

It is also a nice way to round out meeting someone and gives you a chance to send through anything you have promised. Keep it personal and reference your conversation with something specific you have spoken about, so that it doesn’t feel like a mass message.

If you are like me, and struggle to remember details, I also recommend making a few personal notes somewhere, perhaps in a CRM, about your conversation. You’ll thank yourself in a few weeks when you have that follow-up meeting with them.

Be present in your space

One of the things about building out your network is that is not just about finding sales leads. It is about getting to know the people in your industry and being known in your space. I recommend being aware of the major events in your space, and trying to engage on a regular basis if you can. You need to manage this with your workload and other commitments, so pick the ones that will work for you.

The power of connections

Once you start to build out that network and be known in your space, you will really start to feel the power of connecting. You’ll be amazed at how people do want to help, and how quickly your network will grow. I would say that almost every good thing that has happened to me in my career has started with people. People that I have worked with, that I have built relationships with over time – and people that have just wanted to help.

So get out there and start those conversations. It is free, simple – and more than anything else you can spend your time on, will have a positive impact on you and your business.

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