Relationship Rule #2: It's All in the Technique.

Key Techniques to Build Lasting Business Relationships

1. Authenticity: The Bedrock of Trust

People can spot a phony a mile away, so be real. Let your genuine voice shine through in all interactions—emails, meetings, social media, you name it. Transparency and honesty aren’t just buzzwords; they’re the glue that holds relationships together.

2. Diversify How You Connect

Your clients are everywhere, so your communication strategy should be, too. Use a mix of tools to stay visible and valuable:

• Website content and blogs - Social media updates - Email newsletters - Video conferencing
• In-person meetings and networking - PHONE CALLS - PHONE CALLS - PHONE CALLS

3. Communicate Like a Pro

Email: Keep it strategic, personalized, and valuable without spamming.

Face-to-Face: Whenever possible, meet in person—it’s irreplaceable for building trust.

Phone & Video Calls: Sometimes, hearing your voice (or seeing your face) is the connection they need.

4. Seek Feedback and Act on It

Don’t just ask for feedback—use it. Gather input through surveys, calls, or direct chats, then show clients you’ve listened by making meaningful changes. Listening is a superpower when paired with action.

5. Give More Than You Take

Be more than a service provider—be a resource. Share industry tips, connect clients with your network, or anticipate their needs before they arise. This extra value cements your role as an indispensable partner.

6. Leverage Technology for Personalization

Use CRM tools to track interactions, preferences, and milestones. Personalized follow-ups—like sending a note on their work anniversary—show that you care about more than just business.

Navigating the Challenges

The way we connect is always evolving. Adapt by:

• Balancing digital and traditional networking methods.
• Honoring generational preferences (yes, Gen Z loves quick texts, but Baby Boomers might prefer a call).
• Prioritizing quality relationships over quantity.

Take Action

Building strong relationships isn’t a one-time effort—it’s a strategy. Start by:

1. Auditing how you manage relationships today.
2. Developing a communication plan that hits all the right notes.
3. Training your team to excel at relationship-building.
4. Regularly revisiting and refining your approach.

Conclusion

Long-lasting business relationships aren’t just a nice-to-have—they’re essential for growth. By fostering trust, consistency, and genuine value, you can transform clients into loyal partners who’ll stick with you through thick and thin. Invest in relationships now, and watch them pay dividends for years to come.

Stay tuned for the next installment in this series, where we’ll explore how to turn these loyal partnerships into a powerhouse for referrals and revenue growth!

Michael Berube, M.ED.