Three Strategies to Build Better Business Relationships

Three Strategies to Building Better Business Relationships
Whether in good or bad economic times, one thing remains constant in business. Business is built on relationships. The old saying "it's who you know, not what you know" isn't entirely correct. It's "who you know that can offer you value and improve your condition," that is more accurate. And, when times are tough, it's even truer.

People do business with people they trust. How can you become a trusted advisor or partner? It normally takes a lot of time to build strong relationships. That time can be shortened. When you are able to provide a much needed and valuable service or product that's main intent is to improve your prospects condition, it's in both of your best interests to get to meet and see if there is a connection.
The biggest mistake in business is that a sale is attempted before a relationship is made. How many networking functions have you been to where someone has tried to "pitch you" their product or service and you haven't even had a chance to remember their name?   There are much better ways to communicate your message and begin building a long lasting business relationship. Let's talk about three of them right now...

1.   Ditch the Elevator Speech - You read that right. I know there are sales and marketing gurus who say you can't live without an elevator speech. Phooey. Have you ever pitched your speech in an elevator? Would you want someone to do it to you? Bottom line is you should be doing less talking and more listening. Engage someone you meet in conversation. Find out what they do and determine if they might have a need. If someone asks you what you do, try the simple technique I learned from my friend Doug Petch - "I help (fill in here) who want to (fill in here)." In my case, "I help business professionals who want to become more dynamic and engaging communicators." Then I will often add a question to learn more about the person I'm talking to.

Elevator speeches have turned into pick up lines. Get back to being a listener, a sincere and honest listener who wants to see if there is a possible connection. Contrived elevator speeches do more to stop new relationships than to start them.

2.   Get Out of Sales, Get Into Value - Use language that evokes what you really want to do. You want to provide value to your clients, not make a quick buck. People see through the smarmy sales techniques. Long-term relationships are built when true value is given and duly compensated. The best way to earn trust is to sincerely care about the other person's situation. Think of yourself as just the person the help them. The money always follows when you provide real value.

3.   I - You Ratio - Those of you who have heard me speak know that the "I-You ratio" is one of the best ways to create a connection. Don't know what your "I-You Ratio" is? Listen to yourself talk and figure out how many times you say "I" versus how many times you say "you" when talking with someone. The "you's" need to be more.

Here's an example. You might say to the hostess of a party you attended, "I had a great time at your party!" Or, you might say, "You throw a wonderful party. You are an excellent hostess!" Means the same thing but can you see where the emphasis on you changes the perception of the other person? The same is true in your conversations. When you make the other person the center of attention in your conversations, they are more likely to listen and connect with you.

Bonus - Make good eye contact always. Have you ever gone to shake someone's hand and they are looking around the room to see whom else they can talk to? Bad manners and bad connecting.

If you commit to even just these three strategies, you will find that you have more opportunities to talk with decision makers about your services or products. By taking the time to know them first, provide value second, and improve their condition third; then you will see your business grow in any economy.

(c) 2009 Dan Weedin - All Rights Reserved