How to Win at Business Relationships (Without Selling Your Soul)
It's all about not screwing up the follow-up.
You meet someone at an event, have a great conversation, exchange contact info, and then… suddenly, you’re stuck on how to keep the connection going after this event.
What do I say? What do I do? How do I not blow this?
Take a breath. I’ve been there, and I’ve learned something that can completely shift how these moments unfold.
When it comes to building real, lasting business relationships, the follow-up is everything. But not because it’s your chance to sell. In fact, the fastest way to kill a promising connection is to go full pitch mode right away. Most people do it. They launch into what they do, what they offer, and why they’re amazing. It comes off as transactional and self-serving. That person who just thought you were pretty cool? They’re now dodging your calls and ghosting your emails.
Here’s the truth: your follow-up should never be about your agenda. It’s about building rapport, not a revenue pipeline. When I follow up with someone, my goal is simple. I want to get to know them better. That’s it. I want to understand who they are, what lights them up, what challenges they’re facing, and whether there’s any way I can add value. Not sell something. Just serve.
Sometimes that value is a piece of advice, a connection, or even just thoughtful questions that get them thinking. And here’s the magic: when people feel seen and heard, they trust you. And trust opens doors to conversations you could never force open by pitching.
Recently, I followed up with someone I met through my software company. I knew right away that what we offer could help them. But instead of jumping in with a demo or talking features, I just had a real conversation. I listened. I asked questions. And eventually, they brought up my company on their own.
“Hey, I saw on LinkedIn you also run this other business. Why didn’t you mention that?”
That’s the win. When someone asks you to tell them more, you’re no longer pitching. You’re invited to share. That shift makes all the difference.
This approach works because it’s based on curiosity, value, and connection. You’re not trying to “close.” You’re opening a relationship. And those kinds of relationships evolve into partnerships, referrals, and opportunities, but only after trust has been established.
So, the next time you’re tempted to follow up with your elevator pitch, stop.
Ask yourself: How can I bring value? How can I just get to know this person better?
Lead with who you are, not what you sell. Because if you’re memorable, thoughtful, and genuinely curious, they’ll want to keep the conversation going.
And that’s how The Ripple Effect begins.
I hope you got something out of this! If you’ve got a few minutes, be sure to check out the video above for a deeper dive into everything we covered.
If relationship-building is a territory you need help with, don’t hesitate to reach out to me at steve@ripplecentral.com.
Do you agree or disagree with this blog? Either way, I’d like to hear from you.