We’re (Still) in the Relationship Business

by Hildegard Dodd

Ten years ago, I wrote an article for the SMPS SFBAC Shortlist about ways to grow your business contacts and career by building and strengthening your industry relationships. Since I wrote the article, we’ve had a worldwide pandemic that forced most of us into remote work, which continues for many in its original form or a hybrid model. Working remotely can have numerous
benefits, but for many, especially those in the earlier part of their career, they miss the chance to connect with firm leaders and colleagues in person. Many of those company connections can
profoundly affect how your career progresses internally, as well as help you externally when you need an industry advisor or future job reference. Along with all this, AI technology is peeking around the corner. It may significantly affect many aspects of a marketer's role, often including many electronically focused work products and responsibilities, but it can’t replace human connections. These influences make us look hard at how and where we spend our time and confirm our deep need for, and the importance of, personal connections. Talking with someone in front of your computer screen on a Zoom or Teams call is undoubtedly more effortless, but being in person will always be more rewarding, memorable… and beneficial.

Here are a few ideas on how to grow, build, and maintain your work-related connections:

• Go into the office at least twice a week, especially if you started your position during the pandemic, are early in your career, or both. Nothing is more personal and powerful than in-person conversations, which are always more spontaneous and can often be very serendipitous. You can also learn so much more about someone from their body language during a conversation than you can learn from a neck-up video.
• Twice a month, get together with a co-worker or industry colleague for coffee, lunch, or an after-work drink. Use this time to get to know each other better and share experiences in and out of the office. If you’re in the office, refrain from eating lunch at your desk and use this time to eat with others. Trust me, the break away from your desk will do you good!
• Once a month, attend a lunchtime or after-work networking function. Many more events are in person now, so sign up for industry organization mailing lists to get alerted to events they are organizing that may interest you. Request your firm add such expenses to their marketing budget if that isn’t already in place, and ensure the events apply to your firm's business. Companies always welcome enthusiastic and competent members of their team who are willing to represent the firm at events. Of course, the key to these events is to spend less time with people you know and more time meeting new people. I make it a point to meet at least five new people at each event I attend, learn a little about them and where they work, and let them get to know me. It might be out of your comfort zone at first, but the more you do it, the more comprehensive your network will become; you’ll expand your industry knowledge and make some new friends along the way.
• Participate on a committee of a local industry organization, like SMPS! I’ve been a member for over 25 years and owe much of my career success and friendships to the organization. Getting involved will allow you to really get to know supportive and like-minded people, which often doesn’t happen just by attending an event or two throughout the year. Find out what committees are in place, and reach out to chairs of any groups where you have a keen interest. The ones that oversee in-person events are the Programs and Membership Committees. Set expectations with them and yourself about how much time you’ll be willing to give, knowing that the time required for most committee members is around 2 to 3 hours a month. There’s a one-year overall time commitment, but getting involved will allow you to work directly with people in the industry you may not have the opportunity to interact with closely or work with otherwise. You’ll also have the chance to grow your leadership skills in ways your firm may not offer you.

A solid network of industry contacts can help your career grow and build your industry knowledge. Most importantly, these connections can lead to great friendships and long-term
industry camaraderie. Many marketers don’t feel their job description includes creating and building industry contacts, but that’s a short-sighted view. For A/E/C marketing professionals in
the new world where we find ourselves now and in the immediate future, relationship building and maintaining connections are more important than ever! Reaching out and expanding your
network of connections in the industry will give you a richer, more secure, and more fulfilling life and career.

Business Development Director, Hildegard Dodd leads the client-focused and marketing efforts of Wilson Ihrig, an Acoustics, Noise, and Vibration consulting firm. She has over 25 years of A/E/C industry experience and has been an active SMPS member since 1998. She is beginning her role as President-Elect on the SMPS SFBAC Board of Directors.