Scratch Socials - Revel in Relationships the SJA way
The Power of Building Relationships - our journey of success.
This past year, I set a goal of connecting with more like minded Small Business owners within my local region. Lets just say, I nailed the brief!
Recently, I attended a group event that highlighted the immense value of building strong, meaningful relationships over time. What struck me most was how different my experience was compared to events I attended earlier in my career. Instead of walking into a room full of strangers, I found myself surrounded by familiar faces—individuals I had connected with one-on-one over the past year. This wasn’t a coincidence; it was the result of deliberate and consistent relationship-building efforts. Here’s how this experience reinforced the importance of nurturing relationships for business growth.
Relationships Are Built Over Time, Not in a Room
Networking at events can often feel overwhelming. You meet a dozen new people, exchange details, and make polite promises to follow up. But let’s be honest: how many of those connections truly stick? For me, the game-changer was shifting my focus from trying to connect with as many people as possible at one event to cultivating deeper connections over time.
Over the past year, I prioritised one-on-one interactions. I scheduled coffee meetings, attended luncheons, and organized face-to-face catch-ups. These weren’t one-off meetings; they were part of an ongoing effort to understand each person’s business, challenges, and goals. I also made referrals when I could, which added value to our relationships and built trust.
Fast forward to this recent group event: instead of scrambling to introduce myself, I had personalised catch-ups with individuals I already knew. These weren’t surface-level conversations—we talked about topics we’d discussed before, followed up on shared interests, and even laughed about past meetings. The groundwork we had laid throughout the year transformed the annual event into an opportunity to strengthen existing connections rather than start from scratch.
Why Building Relationships Matters
Trust Is Your Foundation: People do business with those they trust. By investing time in building relationships, you establish a foundation of trust that opens doors to opportunities—whether it’s a referral, a partnership, or a new client.
Stronger Referrals: When you’ve taken the time to understand someone’s needs and challenges, they’re more likely to think of you when opportunities arise. The referrals I’ve received over the past year were not from random acquaintances but from individuals I had nurtured relationships with.
Business Insights: Ongoing conversations often reveal insights you wouldn’t gain from a single meeting. You learn about industry trends, challenges, and opportunities that can inform your business strategy, not to mention interesting facts about the person in which you’re meeting.
A Support Network: Building relationships isn’t just about business transactions; it’s about creating a network of people who support and inspire you. These connections become a valuable resource when you need advice, collaboration, or even encouragement.
Tips for Building Meaningful Relationships
If you want to experience the same transformation in your networking efforts, here are a few strategies for 2025:
Be Consistent: Make relationship-building a regular part of your routine. Whether it’s a monthly coffee meeting or a quick email to check in, consistency is key.
Add Value: Look for ways to help the other person, whether it’s through referrals, sharing resources, or simply listening to their challenges.
Follow Up: Don’t let the connection fade after the first meeting. A thoughtful follow-up email or message can keep the conversation going.
Be Genuine: Authenticity is essential. People can tell when you’re only interested in what they can do for you. Focus on building a real connection.
Invest in Face-to-Face Interactions: While digital communication is convenient, nothing beats meeting in person. It’s during these moments that you can truly connect and build rapport.
Key takeaways?
Walking into a room full of familiar faces at that group event was a testament to the power of relationship-building. By taking the time to nurture connections throughout the year, I was able to turn what could have been another networking event into a meaningful experience filled with genuine interactions.
Building relationships isn’t a quick fix; it’s a long-term investment. But as this experience proved, the returns—in trust, opportunities, and business growth—are well worth it. So, take the time to connect, follow up, and add value. Your future self, and your business, will thank you.
