(Written by Kris Taylor, read more on Medium)
I know of what I speak! Since 2004, I’ve had an independent professional consulting practice — on the people side of the business. I managed to get a toehold even when I didn’t have a clue about what it took or what to do to start my own consultancy. I weathered the recession of 2008 and the pandemic of 2019. I’ve rebranded, evolved, and even taught consulting and entrepreneurship at a major public university.
I’ve gotten a whole lot smarter over these past 18 years. One of the things I’m a lot smarter about is the absolute value of relationships in building a business, especially a B-to-B business in the professional services arena.
Relationships are the lifeblood. For it is through relationships that you:
- Meet potential clients
- Get referred to potential clients
- Turn potential clients into paying clients
- Do your best work with clients
- Do repeat work with those same clients
- Have those clients refer you to others
But it’s broader than that. The relationships that matter when growing and sustaining your business include those that:
- Encourage you when you are discouraged
- Mentor you to a higher level of performance
- Give you the necessary kick in the butt when needed
- Collaborate with you on client projects
- Up your game with new thinking and approaches
- Invite you into their client projects
- Celebrate wins and commensurate losses
As you might suspect by now, I’m NOT talking about how many LinkedIn connections or Facebook friends or Medium followers you have. I’m not talking about going viral and having that “flash in the pan” fleeting moment of fame. I’m not talking about superficial “know each other’s name” relationships.
I am talking about relationships that grow over time. That are professional but don’t ignore the personal. That involve both giving and receiving. That operate with mutual respect.
Sometimes the path to seeing what to do can be vividly painted by what not to do. And so, if you would like to build your business without genuine, caring, long-lasting relationships, I encourage you to:
- Always focus on what others can do for you
- Never show your human side
- Avoid taking interpersonal risks at all costs
- Fail to stay in touch over time
- Only hobnob with those in positions of power and authority
- Believe that it’s about the work and not about the people
- Impress them with your expertise and superiority.
Flip those around, and you have some principles that can guide you to creating lasting business relationships that will enable you to build and grow your business.
- Give freely, with no expectation of receiving in return. Merely for the sake of giving. Not only does it feel good, but what you give comes back in some form in some way at some time.
- Be human. Abolish the stereotype that you must be sterile, perfectly polished, and only about the work to be done as a business person. Laugh. Cry. Brag on your kids. Admit your mistakes.
- Take some interpersonal risks. You can start slowly. If the person you are interacting with gets uncomfortable when you inquire about their weekend, take note and cease and desist.
- Take the long view. Relationships are built over time — one interaction after another after another. Reach out, even when you don’t have an agenda or a need. Notice the things that are special to them (birthdays, promotions, new jobs, kids off to school)
- See human beings as worthy in their own right. Treat the receptionist and the entry-level employee with the same respect you do the CEO. How you treat others, no matter their current position is a testament to your integrity and character.
- Make it about people. The hard truth is that your work most likely depends on people in the organization accepting your recommendations and implementing them. Business is always personal. Every business advancement is either helped or hindered by how well people get behind the change.
- Tame your ego. You may indeed be the smartest person in the room. You may have all the right answers. You may be far superior in your expertise. All that doesn’t matter if you can’t relate to those you are helping and help them achieve something they could not do on their own. Which is the ultimate description and value of consulting or professional services.
There are rich rewards for investing in long-term relationships that grow and mature over time. You can grow your business one relationship at a time. And you can also create a vibrant, caring network of people around you — which has immeasurable value for its own sake.
A final note: My insights above are accurate but not terribly actionable. As such, look for an upcoming post on four practical, tangible, and worthwhile actions you can take to build your business one relationship at a time.
