Building Long-Lasting Business Relationships

Are you building client relationships that last? For many, the focus is on delivering software or hardware. But the real difference comes when you go beyond just delivering an offer — when you create an experience that makes clients feel supported and valued over the long term. Here’s where strong relationships start: 1️⃣ Be There Beyond the Project Completing a project doesn’t mean stepping away. Checking in, following up, and supporting clients even after the main deliverables are done shows that you’re committed to their success, not just to a contract. That follow-through is what clients remember. 2️⃣ Share Ideas Freely When you see an opportunity that can benefit a client, share it without adding fees or expecting anything in return. The goal is to add value because you’re invested in their growth as much as your own. 3️⃣ Be a Connector Use your network to introduce clients to other companies or experts that can support their goals. Helping clients build valuable connections shows them you’re a trusted advisor, not just a vendor. Strong client relationships aren’t built on transactions. They’re built on value, trust, and a shared commitment to growth. Companies who take the time to build this way not only deepen their partnerships—they make themselves indispensable. How are you doing on relationship building?

I landed back in Los Angeles after a 4-day legal convention in Vegas and realized something: People are great at networking in the moment, but struggle to follow-up and keep relationships after an event like a major convention. To make sure all of the connections you made are sustained long-term, here's a step-by-step guide to effectively follow up post-convention: 📝 Personalized Note Writing: Always begin with a personalized note. Thank your new contacts for their time and highlight specific topics or moments you shared. A handwritten note can make a deep impression in today's digital world, signaling thoughtfulness and genuine interest. 📲 Organize Contact Details: Compile a database of the addresses, emails, and other contact details you've gathered. Tools like Microsoft Excel or CRM platforms like Salesforce or HubSpot can be great for this. This not only helps with immediate follow-up but aids in long-term relationship management. 🤳🏻 Engage on Social Media:   Connect with your new contacts on platforms like LinkedIn, YouTube, IG, Facebook and TikTok. Engage with their posts to foster online rapport, but ensure your interactions are meaningful. 📩 Newsletters:   If you have a newsletter, consider adding your new contacts to the mailing list (with their consent). This keeps them updated on your activities, insights, and the latest happenings in the legal field. 🔄 Share Your Work: If you've written books, articles, or other publications, share them. It not only positions you as an expert but provides value to your contacts. ✅ Regular Check-ins:   Set reminders to touch base periodically. You could share relevant articles, wish them on holidays, or update them about significant milestones in your career. 👏🏼 Tips and Insights: Offer helpful tips or insights from the convention or from your experience. It’s a non-invasive way to remind them of the value you bring to the table. 🤝 Long-Term Relationship Building Relationships are not about transactions but genuine connections. Ensure your interactions are not always business-focused. Learn about their interests, congratulate them on personal achievements, and be there during challenging times. 📚 Recommend Books: If you've come across insightful books (including ones you've written), recommend them. It's a subtle way to showcase your expertise and share knowledge. 🎉 Events and Reunions: Consider organizing or attending reunion events for convention attendees. It's a way to rekindle connections and stay updated on each other’s progress. Remember: post-convention networking is an art. It requires genuine interest, persistence, and patience. By investing time and effort into nurturing these relationships, you'll not only grow your network but also enrich your professional journey. Remember, it's not about how many contacts you have, but the depth and quality of those connections. #networking #lawyer #success #relationshipbuilding

Ten years ago, I never thought I’d organize an event at Richard Branson’s personal home, Necker Island. With the likes of John Mackey, co-founder of Whole Foods, Prue Leith, a highly successful restauranteur and businesswoman (also a judge on one of my favorite shows, Great British Bake Off), and Alan Murray, CEO of Fortune Media. The way this came about, as well as much of what I’ve been able to do in my life comes down to relationship-building. And I don’t mean just cold networking, as most people approach it. But building solid, lasting, meaningful relationships. For those seeking to build their mastery of relationship-building, here are my 3 core principles: 1. Reach Out and Follow Up - Whether it’s going up to them at a conference and extending your hand, sending a cold email, or (and I know this is scary for some people) finding their phone number and giving them a call, you need to initiate the relationship. Then, make sure to do the work following up - it’s on you to build the relationship if you really want it. 2. Offer Value - Don’t try to get something from them right away. GIVE them something they care about. Talk about their projects. Offer to make a connection they care about. Give them a platform for their leadership. 3. Spend Quality Time - Relationships don’t happen from one meeting or a request. They come about from spending time together, breaking bread, going on adventures, literally being in relationship with each other. This is how I was able to build the relationships that have led to what’s going to be an amazing Principled Business Summit at Necker Island. And even the point of the summit itself is to give great people the chance to build deeper relationships to do great things afterward. Because one of the BEST ways to invest in yourself and your future is to invest in your relationships with others.

I’ve spent the last 15 years building businesses, and if there’s one overlooked thing that matters more than strategy and funding, it’s the people you surround yourself with. Imagine building a network of people who get you, share your enthusiasm, and open doors you didn’t even know existed. The good news? It’s entirely possible, and you can do it with a few simple steps. ➡️ 1. Approach with authenticity. People connect with people who do things just like them. Share your journey, whether it's the wins, losses, or simply lessons. Vulnerability builds trust faster than polished highlights and celebratory reels. ➡️ 2. Stop being transactional. Great networks aren’t built on favors. They’re built on shared energy. Find spaces (online or offline) where people discuss and share about the same things you do. Build up on each others’ enthusiasm. ➡️3. What you give comes back. Offer value, share insights, connect others, or simply listen. Reciprocity is the glue of every strong network. Shake everybody’s hand and expect nothing in return. ➡️4. Be consistent & curious. Anyone can show up once. But when you keep engaging with genuine interest, people start to feel seen and that’s what transforms a contact into a connection. Curiosity isn’t just polite, it’s also a bridge. ➡️5. Don’t take things personally. Not everyone replies right away. Not everyone becomes your “people.” Give grace. Great connections often take time. At the end of the day, success isn’t a solo sport. The people around you, one way or another, will influence how far you go. After 15 years, one thing is clear to me; businesses come and go but relationships endure. Build with intention, give more than you take, and watch what happens.

How do you build long-term relationships with customers? It’s not about clever sales tactics. It’s about mindset. One of the biggest shifts I’ve learned is this: neediness is the enemy of trust. When a potential customer senses that your advice is driven by your own urgency or desire to close a deal, it sets off alarm bells—because it means your motives might not be aligned with their best interest. The alternative? Focus on being a trusted presence over time. ✔️ Show up consistently ✔️ Listen carefully ✔️ Offer value without strings attached When you’re guided by genuine curiosity and service, customers come to see you as a long-term partner—not a one-time vendor. That’s the foundation of loyalty and that’s how relationships endure.

𝐓𝐡𝐞 𝐕𝐚𝐥𝐮𝐞 𝐨𝐟 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐢𝐧 𝐑𝐞𝐜𝐫𝐮𝐢𝐭𝐦𝐞𝐧𝐭 Recruitment is known as a fast paced industry, but there’s one part of our role as recruiters that can’t be rushed; building relationships. In my experience, creating long-term relationships with our clients, candidates, and colleagues is invaluable. Not only does this approach lead to better hiring decisions, but it also shapes careers, fuels business growth, and creates networks of trust that last for years. Here’s why long-term relationships should be the foundation of any great recruitment strategy: 𝟏. 𝐓𝐫𝐮𝐬𝐭 𝐢𝐬 𝐄𝐚𝐫𝐧𝐞𝐝 𝐎𝐯𝐞𝐫 𝐓𝐢𝐦𝐞  The best partnerships – whether with clients or candidates – aren’t built in a single conversation. They develop over time, through consistency, honesty, and delivering results. When businesses work with recruiters they trust, they gain a true partner, not just a service provider. The same applies to candidates. Many of the strongest hires come from professionals we’ve known for years and placed more than once. 𝟐. 𝐀 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐓𝐨𝐝𝐚𝐲 𝐂𝐨𝐮𝐥𝐝 𝐁𝐞 𝐚 𝐂𝐥𝐢𝐞𝐧𝐭 𝐓𝐨𝐦𝐨𝐫𝐫𝐨𝐰 One of the most rewarding aspects of long-term relationship-building is seeing how careers evolve. Many candidates we’ve placed early in their careers have gone on to become hiring managers or senior leaders, and when they need to build their own teams, they often return to the recruiters they trust. A single placement can turn into a lifelong professional partnership. 𝟑. 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐂𝐥𝐢𝐞𝐧𝐭 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐋𝐞𝐚𝐝 𝐭𝐨 𝐁𝐞𝐭𝐭𝐞𝐫 𝐇𝐢𝐫𝐢𝐧𝐠 𝐃𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬  Understanding a company’s culture, leadership style, and long-term growth strategy takes time. The deeper that understanding, the better the hires. Clients who treat recruiters as strategic partners rather than short-term vendors see the biggest return on investment – not just in speed to hire, but in quality and retention. 𝟒. 𝐂𝐚𝐧𝐝𝐢𝐝𝐚𝐭𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 𝐌𝐚𝐭𝐭𝐞𝐫𝐬  In today’s job market, candidates expect a personal, transparent process – one where they feel valued beyond a single application. A recruiter who stays in touch, offers advice, and provides genuine career guidance builds relationships that last. And when candidates have a great experience, they refer others, expanding the recruiter’s network even further. 𝟓. 𝐋𝐨𝐧𝐠-𝐓𝐞𝐫𝐦 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡𝐞𝐧 𝐘𝐨𝐮𝐫 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧  The recruitment industry is built on trust and reputation. The most successful recruiters are the ones known for honest, long-standing relationships that create value for both businesses and professionals over time. At the end of the day, recruitment is about people, not transactions. The strongest partnerships aren’t measured in placements but rather in careers built, businesses grown, and trust earned.

In Ghana, and by extension Africa, who you know can be more important than what product or service you sell. We often cringe and roll our eyes when we hear, "Your network is your net worth." But... nowhere is this truer than in Ghana. Relationships will open doors that money or expertise can’t. In our business climate and culture, a good introduction or endorsement from a respected person carries more weight than a business card or social media fame. That's why I keep emphasising the importance of networking. I'm not talking about the sort of networking that evolves around collecting contacts at conferences and summits. I mean, creating genuine and mutually beneficial relationships with business leaders. While desperation can push people away, sincerity fosters loyalty. Focus on investing in people, not just opportunities. Sometimes, the most valuable connections bring benefits years down the line. Play the long game. Be present at events, engage with others sincerely, and always follow up. Often, it’s the small acts of appreciation and interest that make connections last. The return on investment [ROI] of networking is loyalty, referrals, and lasting partnerships. Genuine friendships in business beat transactions every time. So... you want to build a sustainable business? Start by building a strong network. Invest in people first, and watch your business grow through trusted relationships.

One meaningful connection is worth more than 100 surface-level ones. I've always believed that genuine relationships aren't built by chasing metrics but by sharing authentically and engaging with curiosity. For me writing wasn't a strategy. It was a passion. And it was through this authenticity that meaningful connections and opportunities naturally followed. Here’s what I’ve learned about building relationships that last: ✅ Be intentional with connections. Don’t just add people - connect with those who align with your values and aspirations. ✅ Personalize your approach. Whether it’s a message or a comment, show genuine interest. Avoid generic outreach. ✅ Give before you ask. Share insights, offer support, or introduce someone valuable - without expecting anything in return. ✅ Consistent engagement matters. Comment thoughtfully, celebrate milestones, and keep conversations alive. ✅ Bridge online and offline. A virtual coffee chat or meeting at an industry event can turn a digital contact into a real-life ally. ✅ Leverage trends. Use voice messages, co-create content, and explore diverse networks to build richer, deeper connections. Start small. Leave a thoughtful comment. Plan a virtual coffee. Because relationships aren’t just about who you know—but who you grow with. Read more in this week's article. P.S. How do you nurture your LinkedIn connections for long-term value? Share in the comments. 👇

I've built three successful practices by changing the client relationship model. (Industry standard focuses on annual renewals and quarterly check-ins) The partnership approach that changed my life: 1. Engage strategically year-round → Monitor market conditions continuously → Track emerging trends proactively → Share insights regularly → Plan long-term systematically 2. Solve future problems today → Anticipate market changes → Prepare for industry shifts → Build flexible solutions → Create multiple options for each client 3. Focus on lasting impact → Develop multi-year strategies → Build program resilience → Create institutional knowledge → Strengthen market relationships Partnership results: 95% client retention Stronger market positions Better claim outcomes Continuous program improvement Strategic partnership beats transactional relationships. Long-term focus creates compound benefits. Real value grows over time. How do you build lasting client partnerships? ♻️ P.S. Repost to inspire relationship-focused service.

Building relationships that lead to long-term clients isn’t about quick wins—it’s about consistent value and genuine connection. Here are 5 proven ways to foster those relationships and turn them into lasting partnerships: Personalized Communication: Take the time to understand your client's needs. Tailored messages show you’re invested in their success. Consistent Follow-Ups: Check in regularly, even when you’re not pitching. It shows you care about their journey, not just the next project. Deliver More Than Expected: Going above and beyond builds trust. Exceeding expectations makes clients feel valued and keeps them coming back. Share Industry Insights: Become a resource for your clients. Sharing relevant trends and insights helps position you as a trusted advisor, not just a service provider. Be Authentic: People connect with people. Be genuine, show your personality, and build a relationship based on mutual respect and understanding. Building long-term relationships is a marathon, not a sprint. What’s one strategy you use to turn clients into long-term partners? #ClientRelationships #LongTermClients #CreativeIndustry #BuildingConnections #WhittenCreativeImpact