I am not talking about the family member who shows up when you put out a free meal at the holidays or the ones you only see at weddings and funerals.
I am talking about the people in your sphere of influence that are not day to day players in your business life. We all have different levels of people we consider part of our resources. The different levels are less important than the people who circle in your referral rings.
We all have the dearest of friends that we only talk to sporadically, yet those conversations begin and end as if we saw each other yesterday. The same is true in our business relationships. There are those with whom we have a concrete connection yet don't interact with very often. With those people, you don't hesitate to reach out when the situation calls for it. There is no fretting that you haven't spoken or communicated with them. No worries that they might think you are only reaching out because you have a need for them to fill. You are on solid ground and you both know it.
Then there are the less solid but considerable relationships we all depend on that are built upon mutual respect and a sense of camaraderie. You both understand that if it means business you are there for each other. These relationships require a modicum more of your attention than the above. You cannot go too long without speaking or communicating at this level. The relationship is about helping grow business - yours and theirs. Allow this relationship to grow stale and it will be lost after a period. Once the link is broken at this level the conversations become less important and maybe even unwelcome. Your calls start to go to voicemail and you may wait longer periods to get that return call.
Balancing the different levels of business relationships can be tricky at times. When you attend an event and see someone you should have been in touch with and weren't can be awkward. You have to alibi your lack of contact and that never goes over very well. You hope that they don't ask about the perceived distance. These circumstances will require you to reach out pretty quickly after the chance meeting to reestablish the connection or the next time you meet will be far beyond awkward and enter the realm of uncomfortable.
Then there are the people who you only see at events. You know each others name, maybe a little about their business, but not much else. You haven't spent a lot of time together and the relationship could be categorized as an acquaintance only. However, these also have value and should not be ignored. When someone asks do you know so-and-so, you can respond positively, which always makes you appear knowledgeable about the business world in which you circulate. To foster moving an acquaintance to a closer level of relationship can be done with ease. An e-mail, or call just saying a "great to see you" might be significant to that person. It is a recognition that can be a door opener. You don't want to ask for anything at this time so, no sales pitch no matter how good a prospect they or someone they know could be. Your message can have the same effect as a warm and meaningful hand shake and everyone likes those.
All of your business relationships are important but not every one needs attention every day. Your goal is that when they think of you, they do so with a smile.
For other articles by the author visit LorraineGregory.com
This blogger graduated from Goldman Sachs' 10,000 Small Businesses program. Goldman Sachs is a partner of the What Is Working: Small Businesses section.
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