Let’s Talk: The art of building lasting business relationships

Building and maintaining a strong network is crucial for business success, especially for entrepreneurs and small business owners.

In today’s competitive landscape, effective networking can open doors to new opportunities, partnerships, and valuable insights. 

In this week’s edition of “Let’s Talk,” we explore essential networking strategies that can help business owners connect with the right people, grow their influence, and drive their businesses forward. Whether you’re just starting out or looking to expand your existing network, these tips will guide you on how to maximize the power of professional relationships.

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Laura Maffucci, Head of HR at G-P

“In today’s interconnected world, understanding cultural nuances and adapting communication styles are essential for business owners looking to build networks globally. Cross-cultural communication is no longer optional; it’s a strategic must-have for businesses looking to enhance their organisation’s productivity and overall performance.

“Integrating advanced technologies, such as AI, plays a crucial role in supporting cross-cultural initiatives and improving the global employee experience. Recent research from G-P reveals that two-thirds of Australian business leaders see AI as vital for staying competitive in global markets, with 39% emphasising its role in overcoming cultural and language barriers within their companies.

“Business owners should also utilise digital platforms like LinkedIn to stay connected, share insights, and engage with their global networks regularly. These tools help bridge geographical gaps and can strengthen relationships over time.

“Ultimately, the focus should be on building long-term relationships rather than just transactional interactions. Consistently following up with contacts, sharing valuable information, and maintaining regular engagement are key strategies for establishing a strong network that transcends borders.”

David Price, CEO at Peninsula Australia and Peninsula New Zealand

“Stay up to date on what’s happening in your industry or sector to fuel the fodder you have for conversations. If you know what you’re talking about and can articulate it well without coming across as arrogant, you’ll be better equipped for more meaningful conversations about your business and its value proposition. Having an informed opinion and being passionate about it can do wonders for your reputation and standing in a business community, making people more likely to want to talk to you.

“While it’s great to get your name out there by attending loads of events and meeting heaps of people, focus on building strong, meaningful relationships that have the potential to benefit everyone involved. By showing genuine interest, offering value, and staying in touch, you can build lasting connections, instead of simply being a familiar face. Avoid being too pushy, too intense, or dominating the conversation – otherwise, you may deter people or develop a reputation for being a pest.

“Strengthen your presence in your professional network by being active online, such as through posting interesting content and commenting on relevant posts. You never know who might stumble across your profile and be keen to connect!”

Arjun Paliwal, Director and Head of Research at InvestorKit

“Effective networking is more than just making connections; it’s about developing meaningful relationships that drive growth and success. A crucial aspect of this is crafting a personal brand that articulates your value proposition and provides real value to your audience. Platforms like LinkedIn are invaluable for showcasing your expertise and establishing yourself as a thought leader.

“For instance, I actively engage with industry professionals through various media channels. I’ve appeared on several high-profile podcasts and regularly host expert guests on the Property Nerds Podcast. These platforms allow business leaders to discuss pivotal issues with real estate experts and create space for deep conversations that uncover industry trends and innovations. These interactions are not just opportunities to share knowledge but also to build valuable relationships with peers who have aligned goals and insights.

“Attending industry events and award ceremonies further enhance networking opportunities. At InvestorKit, our recognition as back-to-back ‘Buyers Agency of the Year’ winners (2023 & 2024) by Real Estate Business (REB) highlights the value of such engagements. Such accolades strengthen our industry connections and reinforce our brand’s credibility and visibility in the market. Embracing these strategies can significantly elevate your networking effectiveness and drive your business forward.”

Annette Densham, Business Award Writer

“Show up.  Speak Up. Yes, networking can be uncomfortable for many people, especially us introverts who find making small talk and listening to the same old introductions irksome. But, people do business with people. If you want people to connect with you and buy into what you offer, meeting in real life is one of the most powerful marketing strategies there is.  Go with a sense of purpose. Not to see how many business cards you can hand out, but to connect with one or two people. Go with one or two thoughtful questions to ask. Not ‘what do you do?’ but more meaningful questions like ‘what’s been the best thing to happen to you this week in business?”. Show up as you. Don’t try to be anyone other than yourself. People gravitated to those comfortable in their space and skin. Use your listening skills, asking questions and being attentive to the person who is talking to you (instead of looking around the room for the next person). This way, you don’t have to talk about yourself unless asked. When someone does ask, ‘what do you do?’ have your ‘elevator pitch’ ready to slide off your tongue. People want to know what you do so make it easy for them to understand what you offer in your business. The ripple effect of networking, which is you just never know who you will meet, and who the people you meet know. So don’t just go once and wonder why your inbox isn’t full with enquiries. Trust is built over time, with regular connection and shared experiences. You may have to kiss a few networking frogs before you find the right group to be part of, but when you do, commit to the group and become part of the community. It will pay off in time.”

Matt Alderton, Small Business xPert, #1 Best Selling Author, Multiple-Award Winning Entrepreneur & Founder & CEO of Bx

“The world has changed a lot in terms of networking, turning it from a mere show up and shoot campaign into something more strategic. Instead of thinking of networking events as sales pitches, we should see them as platforms to learn, interact and create lasting relationships. The more you sell, the less trust you make; consequently, people will have a high desire to work with you if you do not focus on selling.

“A strong way to grow your company through networking is by looking for referral partners – businesses serving similar clientele without competing with one another. For example if you are an adviser on mortgages, do not pitch directly to homebuyers; rather reach out to real estate agents who already have access to these leads or conveyancers or architects among others.

“Through these referral partnerships a pool of clients waiting for your services are made available. It’s all about genuine connections with potential customers who could bring in clients through word-of-mouth recommendations rather than hard selling tactics.. At the end of it all this is what brings many referrals and business development that lasts forever.”

Trena Blair, CEO of FD Global Connections

“Businesses grow through connections—the people you know and the opportunities they enable. Entering a new market without a network can be a significant challenge to achieve ultimate success.

“Expanding internationally requires more than past success. While achievements in your home market build credibility, entering the U.S. or other markets demands connections that provide social proof. These trusted relationships lower perceived risk for partners, investors, and customers and bring a sense of security to your business.

“The right network doesn’t just create opportunities; it accelerates growth. It includes connectors, advisors, and investors who help you achieve milestones faster. If you’ve experienced this in your home market, it becomes even more impactful during international expansion.

“These networks don’t just happen. Identify those with established, trusted networks and work with them to build awareness of your business.  Eventually, they can make warm introductions to their network partners—only possible because of the brand and the social proof they have built up, resulting in mutual respect.

“Cold pitches rarely succeed, as companies tend to favour known entities. You can secure critical introductions by leveraging your network’s trust and e endorsements, ensuring a smoother market entry and long-term growth.”

Kumar Mitra, Managing Director – ANZ, Lenovo ISG

“Networking is an essential life skill – both professionally and personally. By cultivating meaningful connections, we shape ourselves into the individuals we aspire to become, elevating our impact across both career and life.

“After my first job, I realised that building strong relationships with my colleagues really set the stage for my career. These connections helped me learn quickly about the industry, the who’s who and helped me get in front of the movers and shakers that enabled me to progress through the ranks.

“Networking with your clients/customers is equally important. Undertaking small actions to understand their needs and wants forms a bond based on trust and respect – the solid foundation on which every customer relationship should be built on. This is no different to the personal connections we have with our family, friends and loved ones.

“Humility also goes a long way in the art of networking. Acknowledging your mistakes and failures opens the opportunity to learn and receive advice from those who have valuable knowledge to share and be inspired by.

“Above all, the most effective networking strategy is to give back. Where you can, share pockets of wisdom and advice received from others to pave the way for those looking to you as an example of where they want to be.”

Christopher Melotti, Brand Comms Consultant, Content Marketing Advisor, Strategic Copywriter, AI Ethicist Policy Writer, Founder of Melotti Content Media

“As an avid networker, the key tips that I would give to business owners and anyone looking to improve are:

1. Practise – You’re never going to get great at networking if you don’t attend several events. Sure, the first few might be hard, but as you go more often, you’ll get better at your elevator pitch and stronger in the way you communicate.
2. Pick the right events – There are so many out there, but don’t attend every single one. Instead, choose the ones most aligned with your customers and yourself.
3. Bring a physical business card – Despite living in a digital world, physical business cards last and people still like having them. Don’t rely on QR codes or LinkedIn alone. A physical card is the best way to be remembered, especially if it looks the part.
4. Speaking of the elevator pitch, practise and practise – You’ll find what works best for you and feel more at ease.
5. Get involved – Don’t make excuses. The best way to network is to get involved. So much business is passed at networking events. People buy from people, so you need to be out there, engaging in the networking space.”

Zoe Goodhardt, Head of Growth and Marketing at TAG

“Effective networking is the cornerstone of successful business growth. To maximise its potential, you must approach every opportunity with an open mind and willingness to say yes, even when a connection seems unlikely to yield results. You never know where a conversation might lead.

“When networking, it is important to surround yourself with positive people – positivity is contagious and fosters an environment where ideas and opportunities flourish.

“Taking a strategic approach to networking involves identifying key verticals within your industry and pinpointing influential figures in each area. By focusing your relationship-building efforts on these individuals, you are more likely to forge meaningful exchanges and collaborations.

“Remember, networking isn’t about expanding your contact list; it’s about building genuine relationships. Often the simplest gestures like inviting someone for a cup of coffee can open doors to lasting professional connections. People do business with people; not faceless entities and a shared coffee can be the perfect setting for authentic conversations. Most people are inclined to accept such an invitation – after all, who says no to coffee?

“So, to leverage the potential of networking, be sure to embrace opportunities, cultivate positivity and foster relationships, one cup of coffee at a time.”

Beni Sia, General Manager & Senior Vice President, APJ at Veeam Software

“While networking is crucial for business owners, trust is essential to grow interactions into meaningful relationships. At Veeam, where data protection is at the heart of what we do, customers trust us with their most critical asset—their data. Our goal is to provide peace of mind.

“Three strategies to foster trust through networking are:

1. Active listening: Networking isn’t about talking; it’s about listening. Asking thoughtful questions and truly engaging in conversations demonstrates that we care about others’ perspectives.
2. Empathy: Trust stems from understanding. Demonstrating empathy for the challenges others face helps create stronger bonds. Customers don’t just want a solution; they want a partner who understands their worries and works alongside them to protect their business.
3. Providing peace of mind: Offering value means instilling confidence. In every interaction, I strive to reassure our customers that Veeam is a trusted partner, safeguarding their business. By sharing our expertise in data resilience, we help them feel secure.

“Ultimately, people may not remember everything you say, but they will always remember how you made them feel. When customers thank me and my team, it’s a reminder that trust and peace of mind are the most valuable offerings we can provide.”

Lisl Pietersz, Solopreneur, Communications and Transition Coach, University of Sydney Business School, AGSM at University of NSW

“Networking can be uncomfortable for many. But when I coach on AI-driven networking, I suggest embracing a design thinker’s mindset and taking small, actionable steps. Start by identifying someone with shared interests to build an authentic connection—whether in person or online—and reach out confidently. Here are my top three AI-driven networking tips for entrepreneurs or small business owners and note that some features mentioned may require a subscription to the platform or tech tool for deeper insights.

“Streamline your outreach: It always takes two to tango, so use AI-powered tools like LinkedIn’s AI Assistant to identify potential connections based on shared interests, industries, or goals. Other AI-powered tools like Crystal, Hyperise, and LinkedIn Sales Navigator can also help you create customised messages and craft engaging conversation starters tailored to your prospects.

“Deliver thoughtful follow-ups: Platforms like HubSpot can personalise and schedule follow-up messages, making it easier to nurture and grow your connections.

“Share relevant content: Stay up-to-date on market trends and showcase your value by sharing content that resonates with your connections. AI powered tools like Curata and Feedly can help you curate and share relevant industry insights.

“Over time, you can build stronger connections as long as there’s mutual interest and benefit. The key is to integrate AI into your networking approach, so you can focus on having quality conversations – the heart of effective networking.”

Pamela Jabbour, CEO & Founder at Total Image Group

“Effective networking is more than just collecting business cards or making small talk—it’s about building meaningful connections that drive mutual growth. When I first started out, I was hesitant to share my ideas or engage openly in business circles, fearing it would expose my vulnerabilities. But stepping out of my comfort zone has been transformative.

“Attending networking events, engaging on social media, and being authentic about my journey allowed me to connect with like-minded professionals. These connections have not only opened doors to new opportunities but also created a support system that goes beyond business transactions. The key is to be genuine—share your successes, your challenges, and your story. It’s through these shared experiences that the most valuable relationships are formed.

“Don’t underestimate the power of sharing and connecting. It’s about growth, collaboration, and supporting each other on this entrepreneurial journey. Whether you’re attending a conference or simply posting on LinkedIn, your authenticity will resonate, fostering trust and long-lasting business relationships.”

Michael Haynes, SME Business Growth Specialist, ListenInnovateGrow

“Effective STRATEGIC networking is critical for those of us working in B2B Professional Services such as Accounting, Technology and Law firms as it is imperative that we establish relationships and collaborate with the people and organizations that buyers of professional services go to for Advice, Insights and Recommendations.

“Therefore, to identify as to with WHOM the leaders of B2B professional service firms need to network with, it is recommended that they

• Identify the types of people, product and service providers, your clients and prospects interact with, BEFORE, DURING and AFTER using your firm’s services
• Identify the experts, industry and associations and business groups that your clients and prospects trust and hence engage with to gain advice, insights and recommendations for their key priorities and challenges.

“Once you have identified these people and organizations, as part of your firm’s Go to Market strategy you can reach out, begin developing a relationship and explore collaboration opportunities.”

Jacqueline Hannan, Co-founder and Director at Crecera Pty Ltd

“Remember when business networking meant catching up over a cuppa or chatting business over lunch with colleagues? Today, those casual meetups have evolved, and networking has taken on a whole new meaning.

“Whether it’s engaging in an industry-specific Facebook groups, commenting on or contributing to LinkedIn posts and articles, or creating an insightful and relatable TikTok account, networking has officially gone digital – and the possibilities are endless.

“Think of networking as your secret weapon—opening doors to new ideas, finding industry experts, discovering partnership opportunities and keeping you in the loop on all the latest trends. Here are a few reasons why networking is more crucial than ever and how to embrace the digital evolution:

1. Access to experts without the hefty price tag: If you have the right people around you, with the right knowledge, your network can become a treasure trove of expertise and are often just a quick message away. Comb through your LinkedIn connections and reach out to people who might align with your business venture.
2. Stay ahead of the curve: Technology and the business world is moving faster than ever, and industries are constantly evolving. A trusted network can keep you ahead of those changes and help you stay up-to-date with new developments and emerging trends.
3. Make the most of new opportunities: You just never know what you’re going to get through a new network – it might be a collaboration, a referral, or even a new business partnership. The more you put yourself out there and be open to the possibilities, the more opportunities will come your way.

“At the end of the day, people do business with those they trust and like. So, keep it human, stay engaged, and be the person others want to connect with—whether it’s through a screen or across the table.”

Konstantin Klyagin, Founder of Redwerk and QAwerk

“Over the years of running two IT services businesses, I’ve seen the immense value of face-to-face networking. Industry events like conferences and tech festivals offer prime opportunities to connect with potential clients and partners. However, to make networking effective, strategic preparation is key.

“Research the event thoroughly, identifying companies that align with your ideal customer profile. If the attendee list doesn’t match your target audience, consider attending a more relevant event.

“Once you have access to the attendee list, leverage LinkedIn to connect with potential contacts beforehand. Briefly introduce yourself and mention that you’ll be attending the same event. Scheduling a meeting in advance helps optimize your time at the conference.

“Also, don’t fixate on networking too much. Be genuine and authentic in your interactions. To create a lasting impression, consider inviting those you enjoyed chatting with to a nearby restaurant. Conferences often have subpar food options, making dining out a welcome alternative. Getting to know each other in a casual setting is an experience many will remember and a great start to building trustful relationships.

“After meeting someone new, follow up with a personalized email or LinkedIn message. A simple gesture like tagging them in a photo from the event and sharing a positive observation about their business can go a long way in strengthening your connection. Trust is not built overnight; that’s why effective networking takes patience, persistence, and time.”

Clive Burcham, Founder, Compadres

“Effective networking starts with generosity. With today’s connectivity, the concept of ‘six degrees of separation’ has shrunk to just two, making it easier than ever to expand your network. A quick glance at LinkedIn shows how closely connected we all are – if you want to know someone, chances are you already know someone who can help you.

“The best way to make a connection is still face-to-face, but if that’s not possible, a video call is a great alternative. It’s personal, warm, and has gravitas.

“When you’re meeting with someone and you’ve shared some excitement about the great work you’ve been doing, ask them: “Is there anything I can help you with?”, “Who in your network would appreciate what we have to offer?” “Who do you know or think I should meet?”.  This can open doors you had never anticipated.

“At conferences, seek out those who are standing alone. A simple ‘hello’ can turn into a lasting connection. And consider hosting unique events that add value – like our ‘Compadres Campfire‘ – where we bring together entrepreneurs, CMOs, and CEOs in an intimate setting that fosters unparalleled connections.

“Finally, remember Steven Covey’s ’emotional bank account’. Approach meetings without a hidden agenda. Ideas spark from conversations, and those ideas can shape new futures.”

Fleur Allen, Business Success Coach, Ask Fleur

As technology dominates, face-to-face interactions are declining, impacting business relationships. Fleur Allen, Business Success Coach, highlights the need to balance digital communication with in-person engagement to strengthen client relationships and boost revenue.

“With the rise of technology, business owners are increasingly relying on text and social media, often at the expense of direct, personal interactions,” says Ms Allen. “This trend risks weakening long-term relationships with clients, which are best nurtured through face-to-face communication.”

Fleur Allen emphasises that while online tools are useful, they should not replace the nuances of direct interaction. “Over-reliance on digital communication can lead to a fear of in-person conversations, particularly among younger generations,” she notes. “Effective communication involves eye contact, body language, and tone—elements that are lost in text-based interactions.”

Including Face-to-face opportunities to meet not only make clients feel valued but enhances your sales process by fostering trust. Ms Allen warns that neglecting these interactions can result in less revenue.

To counteract these trends, she advises that business owners incorporate more in-person meetings into their strategies and practice effective communication skills regularly.

Chris Edis, Founder and CEO at Tap

“Successful networking thrives on a mindset of giving, not taking. This approach fosters stronger relationships and builds a reputation for generosity among business owners and professionals. Networking is about forming authentic connections, not just treating contacts as opportunities. By asking, “How can I help this person?” rather than “What can they do for me?” you create meaningful interactions that foster mutual support.

“Strategies for Effective Networking:

1. Build Relationships First: Focus on relationship-building over collecting business cards. Show up in service and support others in your network.
2. Add Value: Look for opportunities to connect people and share resources. This establishes you as a valuable contact.
3. Engage Authentically: Ensure your interactions are genuine, avoiding purely transactional exchanges.
4. Be Proactive: Identify individuals you can assist through sharing knowledge or making introductions.
5. Maintain Connections: Networking is a long-term endeavour. Regular check-ins help nurture relationships.

“Effective networking is a marathon, not a sprint. By prioritising how you can support others, you create lasting connections that enhance your professional journey and contribute to shared success.”

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