Let me ask you something: What’s your most valuable business asset?

Last week, we talked about how time management is one of your most valuable assets.

You could also say it’s the quality of your product or service. Or perhaps you think it’s your confidence. These are all valuable assets, no doubt.

But one of the most valuable assets you will ever have in your business is the relationships you build along the way.

And I’m not just talking about the relationships you have with your clients or customers. We all value these relationships, or course, because they keep our businesses alive. But every relationship you build in your business has value, be it with service providers or suppliers, business coaches or accountability partners, employees or peers.

There are certain hallmarks of building relationships that will be real and lasting. Let’s talk about three of them that you will want to nurture in order to develop and sustain your business relationships.

Be Likable.

Sure, we know it’s important to be respectful and courteous with those whom we do business (or we won’t be in business for long)! But it’s also equally important to be likable. The late legendary business guru and public speaker Zig Ziglar explained: “If they like you, they will listen to you. If they trust you, they will do business with you.”

There’s no doubt that you need to have an in-demand product or service that meets a need or solves a problem. But on an even playing field, being likable will give you the cutting edge. Plain and simple, people want to be in business with those they like.

If you have a magnetic personality, people will naturally gravitate toward you, want to spend more time with you, and listen to what you have to say. This is incredibly important when building relationships with prospective clients, but also with referral partners, service providers, and more.

And here’s something to consider: you can still be likable even if you aren’t naturally “charming” or a “people person.” When you’re kind and considerate, you listen attentively, and you remain steadfast and honest, people will warm to you.

Have Integrity.

You can’t build lasting relationships without integrity. Integrity means doing the right thing at all times and in all circumstances. Doing the right thing isn’t always easy. At times, it even requires courage. But, when you always act with integrity you become a person others trust and want to do business with.

In my decades of experience in sales and business development, I’ve seen firsthand that, unfortunately, too many people operate their business with an “ends justify the means” mentality. They overpromise and under-deliver, cover up mistakes in fear of the repercussions, take shortcuts to get what they want, and tell half-truths to avoid losing what matters most to them. Don’t fall into these traps! Compromising your integrity never pays off in the long run.

It takes time to build a reputation as a person with integrity, but just seconds to destroy that reputation. Your customers, clients, and peers will take notice when you show integrity by honoring your word or owning your mistakes.

When you prove yourself to be a trustworthy person who does the right thing, people will want to do business with you and encourage others to do the same. But act without integrity and break someone’s trust, and you better believe that word will spread.

Try A Little Tenderness.

We often think that showcasing strength and confidence is key when it comes to building relationships in a professional setting. But too many people underestimate the importance of having empathy.

Successful business leaders are often individuals who have mastered the skill of empathy – the ability to connect with and relate to others – in order to help drive relationships forward.

Care about the people you meet, and find ways to let them know it. When you speak with your graphic designer and she shares that things have been hectic because her father has been sick, check in on her to see how he’s doing. When a potential referral partner you met at a business summit mentions their son is looking for an internship and you know someone looking for an intern, make the connection.

Treat your employees, clients, service providers, and even competitors with the same care and understanding you want to be shown, and your reputation and relationships will thrive.

More Than Just Social Capital.

In business terms, the value of the relationships you build is called “social capital.” Simply defined, social capital refers to the connections between individuals and entities that can be economically valuable.

Building strong relationships certainly pays off economically, but your intention when fostering relationships shouldn’t be about how much you’ll gain. Rather, your focus should be about what you can bring to the table.

This is especially important when networking. If you only invest in getting to know someone if they can benefit you in some way, you will send an off-putting message that YOU are your one and only priority. This attitude repels others.

If you approach conversations with genuine interest in learning about someone else and discovering how you can support them in reaching their goals, you send a message that you’re a quality person who genuinely cares. Search for ways to be a giver, rather than a taker and your relationships will prosper.

As a business mentor at Celeste Giordano Coaching, I value the relationships that enable me to build my own legacy business. To name just a few…

I value the relationships with my clients whose dedication, passion, and commitment to building their businesses inspire me every day. They embrace opportunities to learn and grow, and I’m honored to play a role in their personal journeys.

I value the relationships I have with my team of expert service providers who support me in the daily tasks necessary to move my business forward and help me realize my own vision. I share my triumphs with them and am grateful to have them on board.

I value the women and men I serve alongside in The Women of Community Impact. These roles infuse my life with purpose and fulfillment, and their contributions inspire and humble me.

I value my husband and best friend Mike whose love and support are the fuel that drive me to be my personal best.

What relationships drive YOUR business forward?

Contact me today to learn to build relationships that will empower you to build a prosperous and fulfilling legacy business.

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Celeste Giordano’s mission is to help business owners develop the skills, knowledge and attitude necessary to “DoublePlus™” their income and become effective and inspirational leaders in their fields. Whether it’s taking your successful business to the next level or starting a new venture, she will teach you the exact skills and strategies you need to enroll more quality prospects, build a rock-solid team, and break through obstacles to achieve real profit and lasting success. Celeste is a professional business growth specialist, a master sales strategist, and dynamic speaker with more than 40 years experience in direct sales and managing high-performing teams.

To learn more about Celeste, click here.

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