How often do you think about the goal of your interaction with someone? Quite often we’re thinking about ourselves, what we can gain from this person, what exchanges we can make. We bring our assumptions and desires to the table to see what people can offer us.

Networking this way works, but more often than not, making an authentic connection gets lost in our inability to see a successful interaction for what it is: meaningful and reciprocal.

As we start our businesses, many of us require an established trust from those we will serve; a supportive and trusting relationship with the person that paves the way for enhanced interactions. Our clients and customers need to believe in us before they can spread the word and become our evangelists. Before they even become a part of our tribe, we have to take many many steps to earn their trust. In this way, the symbiotic relationship is beneficial to both. Once we establish our trust, our clients will want to talk about our services and take initiative on behalf of the tribe.

Prior to that, we have no permission. To ask, to want, to force-feed our services.

Building this trust at the inception of our businesses is a crucial stepping stone, and easier than filling in holes and waiting to earn this trust later on.

That requires a non-”networking” or “what can I get out of this interaction?” mindset. It shifts our position into one of giving, of delivering. Instead of taking, we hold our customers needs as a high priority and shift our focus into helping them get what they want first, then asking them to spread the word.