Relationship marketing

A relatively new term, "relationship networking" refers to building personal connections with individuals with the hope that establishing these semi-friendly unions will eventually reap business and professional rewards.

While I'm a big advocate of establishing ties built from everything from one-on-one handshakes to multiple-use social media forums, there's something to be said for actual, direct human connections: what they ultimately are, how and why they work, and what they can mean to your business. The bottom line is, we all prefer the company of people we like and trust to those we don't know, or don't particularly "click" with. These are the people we think of first when we're filling an open position, providing referrals or partnering in new business ventures.

Here are some examples for how you can begin building or enhancing your personal networks with like-minded individuals and better develop your relationship networking skills:

Look first to your existing family, friends and business connections: When you're looking for information, a personal introduction or a referral, start with your exiting circle of friends and business associates. Consider the "six degrees of separation" theory. Chances are, you already know people who know people who know even more people and can give you a better chance of successfully connecting.

Look for quality rather than quantity: Have you ever been struck by a hit-and-run networker? They deliver a canned sales pitch while scanning the room, ask for a business card exchange, and then quickly move to their next prospect. A more effective approach would be to seek out and meet people you actually have something in common with and have a real, if brief, conversation. Look for networking events that bring together people with common interests, or where the organizers focus on making appropriate introductions.

Talk about things other than business: Even the term "relationship networking" puts the "relationship" ahead of the "networking." Getting to know people on a personal level establishes a sense of familiarity and trust and a feeling that you actually know someone rather than just do business with them. Look for important traits such as compatible business philosophies and work ethic, similar senses of humor and common interests inside and outside of work.

So where can you go to develop your relationship networks? Here are some obvious and not-so-obvious places to consider:

* Industry-specific networking functions/events

* Committee/volunteer work in your industry or a related industry

* Health club or gym

* School organizations and alumni organizations

* Your child or grandchild's PTA or sporting teams

* Religious organizations

* Neighborhood associations

* Spouse's colleagues

* Continuing education classes at a local college

* Hobby organizations such as adult sports leagues

How do you establish new relationships without coming off as someone just interested in securing a business deal?

1. Listen more than talk. We all love to believe others are interested in what we have to say.

2. Look for ways to benefit the other person. Perhaps there's an introduction you can make or a lead you can provide.

3. Don't set a mental timeline for when a relationship should "pay off." The idea is to network with an eye toward finding shared ideals and interests while subtly assessing the potential for developing business in the future.

Here's how to make the most of existing relationships:

As long as you regularly keep in touch with friends and colleagues, people won't feel like you're taking advantage of them when you eventually broach business. It's perfectly acceptable - and savvy - to make the following requests:

"I'm looking to take on an additional client or two. Do you happen to know anyone looking for XYZ services?"

"I'd really like the opportunity to meet John Doe. Would you mind giving me an introduction?"

"I'm trying to get word out about our new product launch. Would you forward the attached press release to friends and colleagues you think would be interested?"

While we all learn to "get along" with people we don't particularly care for on a personal level to ensure the success of smooth business interactions (i.e., cubicle sharing and committee work) the potential for building new long-term business is far greater with people you know and like as compared to people you don't.

Dave Archer is chief execuive officer of Nevada's Center for Entrepreneurship and Technology. Contact him through www.NCET.org.