Building local relationships involves developing lasting ties to both individuals and organizations in a given community. Building these types of relationships provide access to job leads, partners, referrals, etc., and the benefits of having these relationships come from the established trust, and a level of familiarity that exists as a result of your reputation of being reliable, and providing quality service. To expand your opportunities using this method of local relationship-building you will need to be present on a regular basis, communicate effectively and provide support before requesting assistance. If you do it correctly, a strong local network becomes an extended advantage that provides you with support for your business and personal growth, by establishing a connection with others that doesn’t depend on chance meetings.
1. Select the Best Local Circle(s) and Relevant Shared Interests
Successful networking begins by selecting the correct type of communities that are relevant to your goals. There are various types of local circles available to select from including but limited to, professional groups, neighborhood associations, school-related organizations, volunteer teams, and local business associations.
Your goal should be to choose communities based on their relevance and consistency to your goals and interests; rather than the size of the circle. A smaller number of strong relationships typically produce better results than numerous weak relationships.
Some good starting places include:
- Meetups related to your industry, and local business events.
- Workshops, and skill-based training provided in your local community.
- Volunteer programs that have an active leadership team.
- Local Chambers of Commerce, Trade Associations, Coworking Spaces.
2. Establish Trust via Consistent Contributions
Relationships grow stronger and build trust when the support provided by others is visible and tangible over time. Providing support is most effective when the support is practical and visible, i.e., by sharing valuable information or by connecting another individual with the proper contact.
Contributions don’t have to be large or complicated to make a difference. What matters most is to perform the same action repeatedly. It’s often the small actions performed consistently that generate greater returns than the large actions performed sporadically.
Examples of high-value contributions include:
- Introducing two individuals to each other that can assist each other.
- Sharing a local resource, tool, or contact that may benefit others in your community.
- Attending local events, and actively participating in local conversations.
- Providing temporary support for a local event or project.
Establishing yourself as a reliable and community-oriented individual is key to building relationships.
3. Effectively Communicate and Provide Respected Follow-Through
Relationships that are developed locally can also be lost if there isn’t consistent and respectful communication. Communication should be clear, timely, and considerate of the needs of the recipient as well as any mutual goals.
Communication methods that work well include referencing something that was discussed during the last meeting or interaction. This demonstrates that you are paying attention and helps to establish the relationship as genuine and non-transactional.
Respectful follow-through can be demonstrated by:
- Sending a brief message to the individual within 48 hours of meeting them.
- Identifying one specific next step (i.e., coffee, a phone call).
- Updating the individual periodically (every few months), rather than constantly soliciting their involvement.
- Specifically thanking the individual for their time or support.
Consistently demonstrating follow-through and respect builds familiarity, and ultimately creates more opportunities for you in the future.
4. Developing Relationship into Opportunities Without Pressuring Others
Creating opportunities for growth, through the development of relationships, is created when others understand what you do and how you assist others. Clearly defining your role and how you can help others allows others to easily refer, invite, or partner with you.
You are able to maintain a respectful and low-pressure approach by clearly explaining your goals, and by asking for advice rather than assistance.
Some examples of the practical ways to develop opportunities include:
- Clearly and concisely explaining your services or skills in one sentence.
- Asking who else in the local community is working on similar issues or projects.
- Suggesting a small pilot project, or collaborative effort.
- Requesting feedback from the individual prior to formally presenting your request.
When the relationship has been established, discussing potential opportunities for growth, feels like a natural progression.
Conclusion
Developing local relationships and expanding your opportunities depends on identifying the right local circles and shared interests, providing consistent contributions, communicating clearly, and respectfully asking for assistance. Together, these four strategies create trust, visibility, and a reputation of reliability in the community. Ultimately, these strategies create a network of connections that can provide you with referrals, partnerships, and support over time, due to the value of the relationship, and not due to chance. A strong local network is a strategic plan of action that establishes credibility and generates results.