How to Build Relationships as a Business Owner

Ah, the wise old saying, “It’s all about who you know.” This isn’t just another piece of dad advice–it’s true. Even if you work alone, relationships are essential to getting things done. Because as much as you’d probably like to do everything yourself, you just can’t. At least not forever. Whether you hire additional employees to assist with your workload or you’re collaborating with vendors, relationships are critical. So, business owner, how do you build relationships—ones that are actually meaningful, helpful, and authentic? It goes beyond a handshake. 

What Happens After the Handshake 

So, you’ve introduced yourself. Maybe now you’re getting ready to deliver that elevator pitch you’ve rehearsed a million times over. If so, great. Share your expertise. Present that value proposition. Show the world what makes you unique. But don’t stop there. 

While you take a breath, let your introduction sink in. Give the other person an opportunity to respond, whether it’s delivering a greeting right back, or commenting on something you said. But building relationships isn’t just spitting facts about yourself and seeing what sticks. It’s about creating an open exchange of communication between you and the other person. 

How to Keep the Conversation Going 

Well, you’ve exchanged greetings, you’ve chatted about the weather...now what? It can be awkward thinking of things to talk about when you meet someone for the first time, especially in a business setting. The other person may naturally keep the conversation going, or they may be waiting on you. Either way, here are some communication strategies to keep in that business briefcase of yours: 

Take a genuine interest in the other person.

No one likes a braggart who only talks about themselves. If you want people to want to talk to you, you need to take a genuine interest in them. This starts with active listening. Affirm you heard what they said. Reply to comments they make. Ask questions! Asking questions and paying attention helps you discover commonalities and similarities that may serve as further building blocks in your relationship. And, let’s face the facts: when someone makes us feel heard and important, we’re naturally drawn to them. We want to be around people who make us feel good. So, be one of those people. 

Share your expertise. 

If the other person is well-versed in business communication, they’ll know that they should display an authentic interest in you, too. So, when they do ask questions, sharing your expertise is a great way to make an impact. Speaking about valuable experiences you’ve had and lessons you’ve learned not only helps others understand you—it poses you as a reliable thought leader in your industry. When you appear credible and competent, people are more likely to listen to you. It’s just social science! 

Talk about more than just work. 

Sure, this is a blog about business communication and relationship marketing for business owners. But you can’t really build authentic, long-lasting, and fulfilling relationships with others if you never deviate from the topic of work in conversation. Don't come across like a robot; humans are the ones making connections. Even if you are “all business,” you can (and should) create meaningful associations with others when you share stories about your life and ask about theirs. 

Be memorable. 

What makes you stand out? Are you a tech guru or a numbers whiz? Maybe you have a secret social media account where you’ve been posting your art for years. The key to building relationships as a business owner is having something that makes you memorable, and let us be clear: we mean memorable in a good way. Not in a “they-made-me-feel-horrible-at-a-meaning-once" type of way.

If you’re reading this and thinking, “But Palo Creative, there’s nothing interesting about me,” you must know that 1) we don’t believe you, and 2) everyone has something interesting about them. You might protest and insist that, “no, really, there’s nothing interesting about me,” but the reality is that no human is the exact same—just like a fingerprint. If you can’t think of a single fun fact to share about yourself, then share your personality through a joke or a story. Talk about a hobby or cause you’re passionate about. And, if all else fails, who doesn’t love talking about their pets? Moral of the story: deviate enough from the usual script of professional interactions that you catch and keep the other person’s attention, long after the initial conversation is over. 

Finding Other Connections 

Sometimes, growing your professional network happens organically. Other times, you have to put in the work to make it happen. Whether meeting people happens by chance or on purpose, there are endless ways to connect with others.

Find people whose work you admire.

It’s highly probable that your education and expertise didn’t just appear out of thin air; you were likely taught or inspired by someone along the way. And in today’s world, people are pushing out content they’ve created more than ever before. Our advice is to see these people as a gold mine of potential connections to be made. Find creators and professionals whose work you admire, whether it’s a podcaster you rely on for industry trends, a motivational speaker whose TED Talks you’ve listened to a billion times, or even a LinkedIn user whose articles you repost religiously. 

Once you’ve assembled your own collection of muses, reach out to them. This communication could be anything from speaking with a professor after a lecture to messaging an artist on Instagram. Ask a question about their career, give them a compliment on their work, or ask if they’d be interested in setting up a meeting together. While some experts may not be keen on giving away their “tricks of the trade,” you’d be surprised at how many people appreciate feedback on their work and your interest in what they do.

Put yourself out there. 

Besides social media, there are numerous outlets for meeting other people: networking events, career fairs, trade shows, product launches, webinars, classes...the list is endless. If there’s not much happening in-person near you, there’s always an event you can attend online, such as webinars, virtual workshops, and one-on-one coaching sessions. Not only does attending these events add to your repertoire of knowledge, but they’re also places that other business owners and entrepreneurs will be. Take advantage of this shared experience! Message classmates after a lecture, ask a consultant to connect you with other specialists, or join networking groups.

Market your personal brand. 

Along the lines of putting yourself out there is the work of establishing your personal brand. A personal brand involves your goals, your strengths, and your passions. One way to market yourself is by promoting your work, skills, and expertise. Get people to look your way, then build from there. You might do this by posting your work on social media platforms or distributing your portfolio to companies at a career fair.  

Lean on your existing network.

You likely have existing coworkers, colleagues, and connections in your professional network. Leaning on the contacts you already have can be just as valuable as making new ones. You never know what people are working on behind the scenes. If you reach out, you may find that an old friend or schoolmate is working at your dream company or heading a project you’ve always wanted to start.

• Ask friends to connect you to other professionals they know who may do similar things as you. Ask someone to help “set you up” essentially. 
• Reach out to people you know. 

• Show support to other local businesses, especially when you’re starting small. 

• Shadow someone who has success and/or experience in your industry. Learn from them. No matter how impressive and skilled you are in your career, there is always something new to learn.
  

Be prepared. 

As you do facilitate new relationships, make sure you’ve got a stack of business cards or a quick QR code that leads to your LinkedIn profile or contact information—anything that gives people a quick and easy way to access you. Have work samples or a portfolio on hand.

Follow up. 

When you talk to someone, don’t let it be just one-and-done. The follow-up is where most people drop the ball. Don’t be most people. Show them that your interest wasn’t superficial. To build an authentic relationship, there needs to be trust. And trust is built from consistent communication. At the end of the day, business is about people. And the better you are at building relationships, the more doors will open.