Enterprise Nation

People buy from people they know, like and trust. People recommend others they know, like and trust, too. Given that word of mouth referrals are one of the most successful ways of getting business, the importance of nurturing business relationships in which there is a strong basis of mutual trust is plain to see. Susi White shows us how to go about it.

Lasting trust over a quick win

Many of us small business owners belong to networking groups, without which our lives (and our businesses) would be decidedly poorer. But in some of these groups, there is such a strong emphasis on the 'getting business' aspect that the 'building and nurturing relationships' aspect gets pushed to one side. That's a big mistake, but how many of us are actually doing all we can to nurture and strengthen our relationships, instead of just focusing on the 'quick win' of meeting someone who could be a potential new client?

Invest time, effort and heart

If you did some work for a friend of your best friend, you'd make sure you did a good job, wouldn't you? That's because your relationship is important to you. When we network, it's not just the person we meet who might be useful to our business, it's everyone they know, and their personal recommendation that could really hold the key to our success. Personal referrals don't come quickly or easily, so we have to invest time, effort and heart, to build long term relationships in which we really get to know other people, can vouch for the kind of person they are, and can recommend them, secure in the knowledge they won't let you, or your relationship down.

So what can we do to improve our business relationships and ensure they grow stronger, deeper and more rewarding?

Reputable and Reliable

How you behave demonstrates the kind of person you are, and that's what people will base their opinion of you on. What do you want people to say about you? What do you want your reputation to be? If you treat people with respect, are honest with them and reliable in your dealings, then that is what you will become known for. It's also the basis for a good relationship. Many a partnership, joint venture or informal business relationship has foundered because of members being economical with the truth, taking liberties, or simply letting other people down.

Give and take

Relationships are about give and take, and you have to invest in them before they start paying back. If you focus on what you can do for the other person, and how you can help them, you can be sure that before long they will be doing the same for you. Think of it as business karma; the payback might be instant, or it might come along years later, but it will come.

Nurture and strengthen

As with any relationship, take the time to nurture and strengthen it. That can mean anything from a simple phone call, postcard or email once in a while, saying 'hi, how are you?' to organising lunches, parties or even bigger events. The most important thing is that you let the people in your business life know you care about them.

Feel the love

It's also vital to enjoy your business relationships! They're just as much about having fun and making you feel good as they are about doing 'serious business'. Belonging to a group of supportive, like-minded people is particularly important for the small business owner who is trying hard to be their business's boss, marketing manager, sales team, product innovator and workforce! It's invaluable to have a group of people with whom you can share concerns and experiences, wins and losses; with whom you can bounce ideas around or get an objective point of view.

Building trusted relationships will not only strengthen your confidence and self-respect, you'll also reap the rewards - both financial and emotional. Rewards that could be bigger than you've ever dreamed.

Susi White is founder of The White Havens

• The White Havens

Photo credit, Flickr user: Jean-François Chénier.