I built an entire company on knowing relationships. Yes, I said that 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 totally obsessed) with how to use Artificial Intelligence to streamline processes, scale production, and help us grow, I’m going to tell you something that might sound old school…. Relationships are still the #1 driver of sales growth and profitability. AI can help you create a strategy. It can help you write an outline. It can also help you write a follow-up email. But it will never seal the deal. That part is completely up to you.
I’ve been blessed with a God-given talent for networking, and I use that power to solve problems across marketing, social media, video, and even recruiting. Because at the end of the day, in this industry, people don’t just buy services. They buy trust. They buy confidence and they buy connection. So let me give you a little advice on how to use relationships to not only grow yourself, but grow your organization as well.
“Show me your friends, I’ll show you who you are.”
My grandmother used to tell me this all the time (in Spanish of course) and boy was she right. Having the right relationships in your life, both personally and professionally, can take you to the next level. Many people like to show who they are with. Whether it’s taking a picture and posting it on social media, or dropping someone’s name when you’re trying to make an introduction. But trust and believe, who is associated with business affairs. This is a relationship based industry. Your name, your reputation, and your character will enter the rooms before you do. And the people watching it? It’s not always what you think.
Trust is the #1 thing you need in sales. People won’t do business with you, and they won’t refer business to you, if they don’t trust you. So how do you gain trust? He shows up, time and time again. You remain constant. And he gives first. Be a giver! Yes, you will have to extend an olive branch first sometimes. Especially if you’re trying to work with high-level people who already have options. Giving first shows that you believe in yourself and your product. It also shows that you are not just taking it.
Let’s talk about “showing off,” because many people find this wrong. Showing up doesn’t mean going to a conference and staying at home in silence. It includes the way you dress, the way you express yourself, the way you move, and even the way you speak. Your strengths introduce you before your business card does. The way you talk to the wait staff and hotel staff at the conference will say a lot about you. The words you choose. The way you treat people who “can’t do anything for you.” Everything matters. People notice, and in an industry like ours, people speak up. One of the fastest ways to ruin a relationship is inconsistency. Don’t go back and forth. Don’t over-promise and under-deliver. Don’t talk too much and walk slowly. If you say you’re going to do something, do it. Time! Honesty is rare these days, and that’s why it’s so powerful.
Here’s another fact: people watch their competition. So if you’re doing business with a competitor, trust me, they’re watching you too. That’s why your integrity is important. You don’t have to play politics, but you have to understand the point of view. Relationships can open doors, and 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, it’s quality over quantity, and not all money is good money. Some relationships will cost you more than they’re worth. They will drain your energy, your confidence, your time, and your peace. Mix those and cut them quickly. You don’t have time to build relationships that don’t add value to you.
Which leads me to one of my favorite questions: Are you a well 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 put up with?
Try talking to the person in the corner. The quiet ones are often the most powerful people in the room. They are spectators. They keep information. And when they speak, people listen. Ignore them because they are not very loud. And remember, relationships can be formed anytime, anywhere. In the elevator. In the coffee line. Sitting next to someone you’ve never met. There is opportunity everywhere if you are open enough to see it. I don’t believe in information.
Don’t be a “bad 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 the power to say “you can’t live with us”. That’s a huge turn off, and a sign of insecurity. Give people a chance to build a relationship with you and your nation. You don’t want to be so far removed that you are inaccessible. In this field, warmth will get you ahead rather than “important.” Because ultimately, AI can help us. But relationships will always lead us.
Dalila Ramos is the founder of Taco Tuesday Talks + Career Matchmaker.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: [email protected].
