Subscribe to The Sales Cooke's BlogBuilding Great Business Relationships in Ten Easy Steps
by David Cooke (Jun 29, 2010)
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The only type of productive business relationship is a mutually beneficial one.  If it is not mutually beneficial, then the relationship cannot and will not work over time.  People eventually drop out of relationships when they discover there is no value for them to maintain it.  Here is your big challenge: You cannot go into a business relationship expecting that you will obtain, receive, or be accorded instant gratification.  Great business relationships evolve over time and require you to commit to offering your resources and energy to get the ball rolling.

Everyone is busy. The demands on time are significant and the pressure to accomplish more has increased tremendously.  For your newfound relationships to be of value, your objective cannot be about what you want.  It has to be focused around what your new connection is looking for. If you start there, you have an opportunity to build a business relationship that will work for a long time.

Here is my relationship building process:

  1. Meet, greet, and get to know them.
  2. Discover their values, drivers, needs, and challenges
  3. Undertand and recognize how I can be of value.
  4. Take action -- be that resource.
  5. Share my mission, vision, values, and goals with them.
  6. Ask for their help. (Yes, some people need a little prodding to understand how to be a valued resource.)
  7. Discover their interest and commitment to be that resource.  If they respond with a selfless effort, they get it.
  8. If yes, engage.
  9. If no, disengage.
  10. Stay connected, not committed.

Not everyone is going to be a great business connection.  Build great connections with those that understand the concept of mutually beneficial relationships.  Those that don't understand the obligations associated with having a business relationship can still be resources for you.  However, your time is precious and you can only commit so much time and effort.  Focus your time on being a resource to those that are also a resource for you.  It is important to note, that in my process I give first.  It is up to you to set the example for your business associates and demonstrate the extent to which you will support and assist your valued business connections.