We are all busy. We all have distractions. But our relationships are what feed our business and our souls. If they are only one-way, they don't last.

 

A few weeks ago, I emailed a networking associate, just to catch up. I also had a referral for him. He closed his return email with "haven't heard from you in a while." Okay, granted, it had been a couple of months since we had spoken. But I read the email as it was my responsibility to keep the relationship going. I refer this particular individual whenever I can, which is several times a year on average. He has never given me a referral back. I am okay with that. He makes me look good with my clients and referrals, so I am content if he never gives anything back. But considering that I am a consistent source of referrals for him, wouldn't you think that he would want to stay in touch with me? Perhaps if we were more frequently in contact, I would think of him more and give him even more referrals?

 

I am not alone in experiencing this. It is a frequent complaint from my clients and networking associates that relationships seem to be one-way, even when the direct benefit is to the other person.

 

So there's the problem. What's the solution?

 

Well, feeding relationships, like feeding plants, does take time. But before you despair, look at the alternatives. Like cold calling. Or not getting enough clients to feed your business. If you nurture enough strong relationships, most businesses can survive on referrals alone.

 

Eat Your Way to More Business: Remember that humans bond best over food. So make time in your week to have lunch with your referral partners. Or your best clients. And it will be good for your health. Eating with others *is* working through lunch. But it's a lot better for your digestion than gulping down food in your car or office.

 

Your Blackberry is Your Friend: Do you have short periods of down time in the day? Perhaps while you are between appointments? A quick "Touching Base" email takes less than five minutes. Start at the "A's" in your contact list and go all the way through. Do a couple each day. By the time you get to "Z" it's probably time to start over. Those quick emails can go a long way to maintaing relationships.

 

Party On, Dude!: Yes, work can be a party. Do monthly or quarterly get-togethers with people in your network. Food is good for bonding. Parties with food are even better.

 

Send Referrals: It may seem obvious, but sending referrals is the very best way to feed and care for a relationship. It's an "excuse" to contact someone, and following up on the referral is yet another "excuse."

 

So remember. Relationships work best when they are two-way. Look through your contacts. Who have you not "touched" in a while? Send an email. Make a quick phone call. The time spent will come back to you in ways you can't even imagine right now.