Recently, a friend of mine and fellow business owner came to me and said, “I don’t get it. I am doing everything I’m supposed to in order to build relationships with my prospective clients, but no one is hiring me! I keep track of the things they tell me. I follow-up with them and ask about life events and family members. I am building good relationships, but it’s not working!”

Yes, she is building relationships with her prospects. But she is doing it backwards. She is putting a lot of effort into getting to know her prospects. But they aren’t putting any effort into getting to know her.

It almost feels like she is chasing after people -- nicely. All the responsibility is on her to follow-up with individuals. Does this sound familiar to you?

It’s time to flip your relationship-building process around. Give your prospects every opportunity to get to know you. That way, the ones who contact you already like you and trust you and are ready to buy from you.

So, how do you do this?

There are many vehicles you can use to put out information about yourself. An opt-in campaign is a great way to build relationships with people who sign up for your e-mail list. Many businesses also use blogs, regular newsletters, videos, posts on social media, and other tools to share things with their followers, building loyalty and deepening their connection.

It is important to note that this doesn't mean you are sharing exclusively personal information on these platforms. Rather, you are weaving in personal anecdotes and showing your personality while providing content that is of value to your prospects. That way, they get to know and trust both who you are and the quality of what you provide.

Building relationships in this way is what I am most passionate about when it comes to the work I do. You can see a few other tips for building relationships through your content in my post "Connecting is more than a 'link' or a 'like.'"

It's a big shift to go from chasing individuals to building a following of prospects who are getting to know you through your content. But it is critical if you want to attract more clients and grow your business.

How can you start building relationships the right direction?

All the best,
Sarah