I have built an entire business based on relationships. Yes, I said it that way on purpose.
According to Google, a relationship is “the way two or more concepts, or people, are connected, or the state of being connected.” And while the industry is currently obsessed with AI (I mean total obsession) about how artificial intelligence will be used to streamline processes, scale production and help us grow, I’m going to tell you something that may sound old fashioned…. Relationships are still the most important driver of growth and turnover. AI can help you create the strategy. It can help you prepare the sketch. It can even help you write the follow-up email. But it will never close the deal alone. That part is entirely up to you.
I’ve been blessed with a God-given talent for connecting, and I use that power to solve problems in marketing, social media, video, and even recruiting. Because ultimately, people in this industry don’t just buy services. They buy trust. They buy trust and they buy connection. So let me advise you a little on how you can leverage relationships to grow not only yourself, but also your organization.
“Show me your friends, and I will show you who you are.”
My grandmother always told me this (in Spanish, of course) and she was right. Having the right relationships in your life, both personally and professionally, can take you to the next level. Most people like to show who they are connected to. Whether it’s taking a photo and posting it on social media, or dropping someone’s name during an introduction. But trust and believe who you associate with things in business. This is a relationship-based industry. Your name, your reputation and your character will travel into the rooms before you will. And the people who look at you? They aren’t always who you think.
Trust is the most important factor you need when selling. People won’t do business with you, and they certainly won’t refer business to you if they don’t trust you. So how do you gain trust? You show up, time and time again. You stay consistent. And you give first. Be a giver! Yes, sometimes you will have to extend the olive branch first. Especially if you’re trying to work with high-level people who already have options. By giving the first time you show that you believe in yourself and your product. It also shows that you are not just there to take.
Let’s talk about “showing up” because a lot of people get this wrong. Showing up does not mean attending the conference and sitting quietly in the room. It also includes how you dress, how you present yourself, how you move and even how you speak. Your energy introduces you before your business card does. The way you speak to the wait staff and hotel staff at a conference says a lot about you. The words you choose. The way you treat people who ‘can’t do anything for you’. It all matters. People notice, and in an industry like ours, people talk. One of the quickest ways to damage a relationship is to be inconsistent. Don’t go back and forth. Don’t overpromise and underdeliver. Don’t talk big and act small. If you say you’re going to do something, do it. Period! Being reliable is rare these days, and that’s why it’s powerful.
Here’s another truth: people look at their competition. So if you’re doing business with someone’s competitor, trust me, they’re watching you too. That’s why your integrity is important. You don’t have to play politics, but you do have to understand the perception. Relationships can open doors, but they can close them just as quickly.
Not All Money Is Good Money – Not everyone will do business with you, and that’s okay. For me, quality trumps quantity, and not all money is good money. Some relationships cost you more than they are worth. They will take away your energy, your confidence, your time and your peace. Remove these and cut them off quickly. You don’t have time to coddle relationships that don’t add value to you.
Which brings me to one of my favorite questions: are you a fountain or a drain? Do people see you as someone who adds value to the industry? Or do they see you as someone they have to tolerate?
Try to talk to the person in the corner. The quiet people are often the most powerful people in the room. They are observers. They store information. And when they speak, people listen. Don’t overlook them as they are not the loudest. And remember: relationships can happen anytime, anywhere. In the elevator. Queuing for coffee. Sitting next to someone you’ve never met. There are possibilities everywhere, if you are open enough to see them. I don’t believe in coincidence.
Don’t be a “mean girl” in business – This one is simple: be approachable. Be willing to invite new people into your circle. Don’t be the person who gives off the “you can’t sit with us” energy. That’s a big turn-off, and it’s also a sign of insecurity. Give people the opportunity to build a relationship with you and your tribe. You don’t want to be so far away that you are unapproachable. In this industry, being warm gets you further than being ‘important’. Because ultimately AI can help us. But relationships will always guide us.
Dalila Ramos is the founder of Taco Tuesday Talks + Career Matchmaker.
This column does not necessarily reflect the opinion of HousingWire’s editorial staff and its owners. To contact the editor responsible for this piece: [email protected].
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