Building Lasting Relationship Through Networks PDF

GE-INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH
VOLUME -2, ISSUE -12 (December 2014) IF-3.142 ISSN: (2321-1709)
BUILDING LASTING RELATIONSHIP THROUGH NETWORKS
1. Prof. K. R .Subramanian
Ph. D Research Scholar, UK Tech. University
Dehradun.
2. Dr. D. S. Chaubey,
Professor & Dean, Uttaranchal University,
Dehradun
SYNOPSIS:
Networking is often limited to the exchange of brief pleasantries and visiting cards, fleeting
encounters that make little impact. When we network with people with an agenda to understand
and connect with them, benefits will follow. Networking should be used as an opportunity to
identify people with whom to explore ways and means to bring value to them, either
professionally or personally. This when done over a period of time, will ensure that our networks
become well rounded relationships with long-lasting benefits. The world is getting small every
day with ‘always on’ networks, messaging apps. social media exchanges, etc. making it easy to
connect , e-connect, re-connect and cultivate relationships beyond one’s physical, limited
corporate, professional and geographic circle. The key is to make an effort, be open, honest, and
respect people on their personal and professional spaces. This helps nurture what starts as a
hesitating greeting into a mature, trusting, respectful, collaborative and mutually beneficial
partnership. Networking may be a buzz word of yesterday, but building valuable relationships
will be the key for business leaders of tomorrow, because there is always room for a win-win
situation.
Establishing stable and enduring relationships through network improves your visibility and
enhances business prospects. This article explores ways and means to establish lasting
relationship with prospective clients and customers for profitable business opportunities.
KEY WORDS: networking, relationship building, e-connect, buzz word,
INTRODUCTION
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories.
GE- International Journal of Management Research (GE-IJMR)
Website: www.aarf.asia. Email: editoraarf@gmail.com , editor@aarf.asia
Page 9
Social networking and web based networks are of very common knowledge today. Because of
the long hours needed to be spent in the work place people find it difficult to interact socially as
much as they need to. Social networking sites and the world-wide web have created
opportunities for people to be connected. Several networking sites and social media have created
opportunities for companies to sell their products through social media intervention. There is
much more awareness today of the potential of social networks and people savvy with computers
and electronic media. We need to understand if all the noise through electronic and social media
is contributing to building a lasting relationship and enduring bond among people and marketers
and media.
Concept of Relationship-Building
The term „relationship‟ is rooted from the word „relation‟ and is defined as a mutual affiliation or
connection between individuals or groups of people or entities. Relationships are built where
there is mutual understanding between or among individuals. However, this is not built
overnight. Establishing a relationship has certain requirements for it to develop. This concept is
especially true if the individuals have just initiated a mutual connection. For an existing
relationship such as that of family members, it simply needs to be fostered and nurtured. There
are various kinds of relationships that we all engage in and are rooted from a particular need of
the person. For personal and emotional needs, we have family relationships, romantic
relationships, and friendships.
To meet our professional needs and demands, we form business relationships with our colleagues
and customers. Most relationships, if not all, are not always positive. There are times when the
mutual bond of the individuals is tested by adversities and challenges. Taking care of a
relationship is no different than nurturing a plant. Failed relationships are brought about by a
weak foundation. Successful relationships are strengthened and hardened by the test of time.
Essentials of a Relationship
For a relationship to be born, it must be between and among individuals and entities. No
relationship exists for a single person only. Shared interests between people form a relationship.
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Any common interests lead the way for building relationships. In the workplace, you maintain a
relationship with the organization by making a contribution and in return, you get rewarded or
compensated for it. Employees form a relationship because of shared ideas and work interests.
Communication is another factor that plays an important role in forming relationship. A
relationship does not exist where there is no constant interaction with another person. Trust and
respect are also very important aspects in a relationship.
Benefits of Building Good Relationships
It may appear easy to build relationships with people but the process is actually challenging.
Once a relationship or a bond with another individual is broken, mending it can be difficult.
However, if the mutual connection is developed and sustained, the outcome can be remarkable.
A well-built relationship can create an impact in our lives. Socialization skills are enhanced as
we connect to people around us positively. With good relationships, we are able to easily attain
personal and career goals because we are surrounded with individuals who support us in many
aspects. An organization successfully achieves its mission-vision when employees or the team
members are in a harmonious relationship with each other. With good mutual associations, an
individual personally finds contentment and satisfaction in many things. Building a relationship
with others is not easy, unless the connection already exists. For a relationship to grow and
become unrelenting, it has to be nourished and maintained. A good relationship can make
wonders in the life of each one of us.
OBJECTIVES AND METHODOLOGY
With the proliferation of the electronic media and the ensuing noise it is creating social
interaction is very well facilitated – in terms of the e-culture that is developing. Face to face
contact between human beings is no more necessary or rather avoided in building relationships.
While most of the relationships built so, is of temporary nature, the lasting relationship is the one
that endures the vicissitudes of nature. The present paper makes an effort to make an in depth
study of the parameters that contribute to endurable relationships through networking and social
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networks. The methodology adopted is to make a comprehensive study of the available literature
and arrive at Conclusions with the following objectives:
1. To make a detailed study of literature to understand the impact of lasting relationships for
Business and organizations: Effect of social networking on fostering better relationship
building among prospects for marketing company products and services .
2. To explore the benefits of impact of social media in building lasting relationship among
employees for better motivation and job performance for the benefit of overall
organizational effectiveness
3. To review the future potential for such studies – particularly in the context of proliference
of e-media and social media
Detailed review of available Literature has been made (please see references). Conclusions based
on objective analysis and recommendations for further research and studies have been given at
the end of the paper.
REVIEW OF LITERATURE
In order to achieve not just a professional but also a genuine and healthy relationship in our
career, here are some helpful strategies to guide you in your relationship-building process.
Choosing Who to Trust
While we are encouraged to be in a cordial relationship with everyone at work for a comfortable
working environment, it is more crucial to choose the people whom to offer your trust. The
common cliché people say that it is never a good thing to trust just about anyone is definitely
true. If you easily give it trust to any individual in the workplace, you are risking yourself to a
situation wherein good relationships will not be formed. Give your trust to the people you closely
work with. Even at that, it is a lot wiser to be pickier in offering your trust to these people. Trust
those who are sincere in their actions and intentions at work with you.
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Trust those who unfailingly meet your expectations. Trust those who are most honest in their
work. These individuals are also more than willing to offer you their trust that is why they act in
manners that seem appealing for the value of trust.
Using Talents and Strengths to Build Productive Relationships
An effective strategy in building relationships at work is applying your skills and strengths as
one of your greatest work contributions. Different individual talents and abilities allow us to
create a connection with others in various ways. If you have the knack for positivity and
maximizing other talents, you can easily form relationships with coworkers who are hungry for
learning, developing, or aiming to finish an important project. If you possess the talent in
connecting with people easily, you build a good connection with those who need motivation and
those who wish to create healthy and productive relationships.
A self-assurance talent empowers you to establish that relationship easily. You attract people
who needed confidence-boosting and sense of direction. As you use your talents to help people
develop their full potentials in their career, you are also building healthy and productive bonds
with them in the process.
Be Mutually Active in the Relationship
The nature of any good quality relationship is a give-and-take process. You decide to affiliate
yourself with trusted work colleagues because you know that both of you can benefit from the
bonding at work. However, if the motive is to benefit from the person‟s strengths, you are using
the person and taking advantage of the situation. Such motive surely ruins a relationship. A
genuine relationship does not always expect anything in return for any favor given. If your boss
assigns you for a role that requires leadership skills, do not expect any form of reward for
performing what was asked of you. In time, your outstanding work performance will be
recognized.
Some relationships fail because there is no mutual sharing in the bond. People tend to forget that
sometimes we need to give in to other people‟s demands to satisfy the relationship. Any sincere
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and honest individual will surely repay the kindness and caring you have offered for the nurtured
relationship. One of the challenges in building relationships is keeping it alive and thriving. We
have heard of many failed relationships in the personal aspect. We see couples breaking up or
families getting disintegrated because of poor quality relationships. At work, maintaining the
relationship with coworkers is also a challenge, especially that you cannot easily manifest the
real you when you are at work since you have to portray a professional image. In this article,
learn the tips to prevent relationships from breaking and know how to keep it growing.
Do Not Break the Trust
Trust is the foundation of every relationship. Solid trust is the pillar of every successful
relationship. But trust is also not easily given to anyone and not easily earned. Trust is destroyed
if something that is expected of a person is not carried out or if a promise and an expectation is
not fulfilled. A company that guarantees an increase in the salary for the employees but failed to
do so breaks the trust of the individuals toward the company. An individual who fails to perform
an assigned task or project will not earn the trust of the manager or superior.
As your work relationships grow, trust must be deepened, too. To do this, always make it a point
to fulfill any required task and perform accordingly as your managers expect you to. Avoid
engaging in gossips as this portrays a poor character. Always manifest honesty and integrity in
everything you do. Give more than what you receive and do not always expect to get something
in return. When at fault, admit the shortcoming and promptly say that you are sorry and do your
best not to commit the same mistake again.
Maintain Professionalism at All Times
Work relationships require professionalism although friendships can be formed among

individuals at work. However, some people would tend to abuse an amicable relationship with
colleagues in a way that will harm others and sometimes even put the job at risk. Moreover, the
relationship breaks if the situation becomes like this. When getting along with fellow coworkers,
be friendly but keep it professional. The same goes for people in the management. Reach out to
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the members but maintain that level of professionalism. In the first place, the managers are the
ones who should set the example to everyone in the workplace. Be friends with people at work
but do not disclose too much of everything about yourself and your personal life just so you can
be affiliated well with everyone.
Communicate Constantly with Each Other
Communication is a fundamental ingredient in a long-lasting relationship but this could also be

the reason for a damaged relationship. Individuals who do not openly communicate will end up
in perceived doubts and misinterpretations about a situation. Eventually, people argue and find
themselves in trouble because of the misunderstanding and misconceptions. Good work
relationships break apart as an adverse result. To keep the communication flowing, spare time to
engage in occasional friendly conversations in the middle of an important project. Hold team
meetings or forums and managers should encourage the members to be interactive. Share what
you want to share to your colleagues. Just make sure it is not rumors and gossips.
If you feel you have wronged someone, initiate the approach. If you feel that someone offended
you, do not hesitate to let the person know. This patches any misunderstanding and promotes a
healthy work relationship. Constant communication is a key to keeping relationships from setting
apart.
RELATIONSHIP-BUILDING STRATEGIES
Following tips will help you transform your company into a valuable resource:
1. Communicate frequently. How often do you reach out to customers? Do the bulk of your
communications focus on product offers and sales? For best results, it's important to
communicate frequently and vary the types of messages you send. Instead of a constant barrage
of promotions, sprinkle in helpful newsletters or softer-sell messages. The exact frequency you
choose will depend on your industry and even seasonality, but for many types of businesses, it's
possible to combine e-mail, direct mail, phone contact and face-to-face communication to keep
prospects moving through your sales cycle without burning out on your message.
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2. Offer customer rewards. Customer loyalty or reward programs work well for many types of
businesses, from retail to cruise and travel. The most effective programs offer graduated rewards,
so the more customers spend, the more they earn. This rewards your best, most profitable clients
or customers and cuts down on low-value price switchers-customers who switch from program
to program to get entry-level rewards.Whenever possible, offer in-kind rewards that remind your
customers of your company and its products or services.
3. Hold special events. The company-sponsored golf outing is back. With the renewed interest
in retaining and up-selling current customers, company-sponsored special events are returning to
the forefront. Any event that allows you and your staff to interact with your best customers is a
good bet, whether it's a spring time golf outing, a summertime pool party or an early fall
barbecue. Just choose the venue most appropriate for your unique customers and business.
4. Build two-way communication. When it comes to customer relations, "listening" can be

every bit as important as "telling." Use every tool and opportunity to create interaction, including
asking for feedback through your Web site and e-newsletters, sending customer surveys (online
or offline) and providing online message boards or blogs. Customers who know they're "heard"
instantly feel a rapport and a relationship with your company.
5. Enhance your customer service. Do you have a dedicated staff or channel for resolving
customer problems quickly and effectively? How about online customer assistance? One of the
best ways to add value and stand out from the competition is to have superior customer service.
Customers often make choices between parity products and services based on the perceived
"customer experience." This is what they can expect to receive in the way of support from your
company after a sale is closed. Top-flight customer service on all sales will help you build repeat
business, create positive word-of-mouth and increase sales from new customers as a result.
6. Launch multicultural programs. It may be time to add a multilingual component to your

marketing program. For example, you might offer a Spanish-language translation of your Web
site or use ethnic print and broadcast media to reach niche markets. Ethnic audiences will
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appreciate marketing communications in their own languages. Bilingual customer service will
also go a long way toward helping your company build relationships with minority groups.
7. Visit the trenches. For many entrepreneurs, particularly those selling products and services to
other businesses, it's important to go beyond standard sales calls and off-the-shelf marketing
tools in order to build relationships with top customers or clients. When was the last time you
spent hours, or even a full day, with a customer-not your sales staff, but you, the head of your
company? There's no better way to really understand the challenges your customers face and the
ways you can help meet them than to occasionally get out in the trenches. Try it. You'll find it
can be a real eye-opener and a great way to cement lasting relationships.
ANALYSIS AND CONCLUSIONS
Based on the above, following conclusions are made and action plan is suggested to build a
strong relationship based organization:
1. Know yourself and your goals

2. Learn how to articulate this information clearly and with enthusiasm
3. Listen to others and discover what their goals and skills are – send them information
that you come across that they may be interested in
4. Seek others' feedback, opinions, consultation, and collaboration. Use the Connecting
to Key Leaders handout or similar aids to guide you in building relationships with
managers, supervisors, or other leaders who can have an impact on your career
development.
5. Respond to others when asked for feedback, consultation, or collaboration and be
generous with reciprocating your time as much as possible to others
6. Keep track of who you want to develop relationships with, who you already have
relationships with, and how to reach them
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7. Think about the kind of relationship you want with each person in your network –
mentoring, informational interviewing, support/encouragement, feedback,
introductions to others, information sharing, etc.
8. Update people in your network periodically on your career development
9. Don't expect any one person to play every possible function in your career
development, particularly not your supervisor or spouse/partner - diversify your
network
10. Thank people for their time, feedback, and help
For better marketing effectiveness following suggestions are made with respect to relationship
building:
1. Focus on relationships and relationship pricing (price to maximize overall revenue per
customer, not to maximize each transaction).
2. Create innovative bundles of products and services (including bundling products and
services from other companies).
3. Provide superior customer service.
4. Develop a compelling experience for customers (use diverse and interesting content to
make each transaction interesting and pleasurable).
5. Customize and personalize.
6. Convince customers that they need to return (make the site an information and/or
entertainment resource, as well as a business tool).
7. Make routine tasks simple (reengineer so that customers can complete basic transactions
and tasks with minimal effort).
8. Strive to match constant increases in customer expectations (utilize cutting-edge
technology and benchmark the e-commerce Web site against those of all other firms, not
simply those of direct competitors).
RECOMMENDATION
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“Horses for Courses” – this is a practical dictum in circumstances where it is essential to build
relationships. There are absolutely no hard and fast rules or major theories and principles. It is a
practical skill that needs to be nourished and developed and honed to perfection to excel in one‟s
role and job!
Relationships – How people working together in an organization relate with one another on a day
to day basis is the key to business success in a dynamic world where people are finding it
difficult to have personal contact regularly and nurture relationships. Electronic and social media
will play a growing role in this direction. The author feels that there is scope for more academic
research in this important and futuristic conceptual area of work.
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GE-INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH

VOLUME -2, ISSUE -12 (December 2014) IF-3.142 ISSN: (2321-1709)

BUILDING LASTING RELATIONSHIP THROUGH NETWORKS

KEY WORDS: networking, relationship building, e-connect, buzz word,

Benefits of Building Good Relationships

OBJECTIVES AND METHODOLOGY

Choosing Who to Trust

Using Talents and Strengths to Build Productive Relationships

Be Mutually Active in the Relationship

Do Not Break the Trust

Maintain Professionalism at All Times

Work relationships require professionalism although friendships can be formed among

Communicate Constantly with Each Other

Communication is a fundamental ingredient in a long-lasting relationship but this could also be

4. Build two-way communication. When it comes to customer relations, "listening" can be

6. Launch multicultural programs. It may be time to add a multilingual component to your

ANALYSIS AND CONCLUSIONS

1. Know yourself and your goals

1. http://www.websters-online-dictionary.org/. "Webster's Online

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