Are You Building Relationships? Or Just Networking.
Why do people choose you over your competition? If you’re a professional — attorney, accountant, consultant, etc., this may be a difficult question to answer. Your credentials are probably virtually identical to just about everyone else in your field. What sets you apart? Is it your resume? Your experience? Probably not.
You might say success comes down to networking. Who do you know?
But I think it has more to do with relationships. Yes, who you know. But more importantly, who knows you. If they have a choice, people want to work with people whom they like.
Networking is fine, but a relationship goes deeper than handing out a business card. When you have a relationship with someone, you know their name. You can sit down with them and have a conversation. You know what makes them tick, and you have a pretty good idea how you can help each other.
Networking is fine; it’s a great place to start. But don’t let it stop there. Build relationships with people, and you’ll build a lasting business.
If “you” are an association or organization, isn’t relationship-building the whole point of the game? Do people really sign up so they can get your magazine, or receive discounts on your tickets or services, or whatever your published value propositions are?
Probably not. They sign up so they can have relationships.
Relationships with your brand, which carries with it the prestige of belonging to your tribe.
Relationships with your leaders, who probably are individuals of influence.
Relationships with your members, who are treading the same path and probably have a lot to offer each other on the road to success.
The next time you think about value, take a look at the relationships that have been built through your association. How can you facilitate more like that?
