Beyond Business Cards: How to Build Professional Relationships That Create Opportunity

In an exclusive interview with CanadianSME Small Business Magazine, Michael A. Forman, Keynote Speaker, Business Networking Strategist, Executive Communication Coach, Author, and Podcast Host, shares how entrepreneurs and professionals can turn everyday conversations into meaningful business opportunities.

What is the biggest networking mistake professionals make when trying to win new business?

The biggest networking mistake professionals make when trying to win new business is talking first and talking too much.

Effective networking begins with listening. I follow the 80/20 rule: let the other person speak 80% of the time while you speak 20%. Your 20% should consist mainly of thoughtful questions about what they shared. Ask about their business, goals, challenges, and the people they hope to meet.

Approach every conversation with a servant’s heart. Your first goal should be to understand the other person and discover how you might help—not to immediately sell your product or service.

At the end of the conversation, you might say:

“I like what you’re doing and where you’re taking your business. How can I help you become more successful? What would make me a valuable referral partner for you?”

When people feel heard, they are more likely to trust you. Trust opens the door to referrals, opportunities, and new business. Stop trying to be the most impressive person in the conversation. Become the most interested person in the conversation.

How can someone turn a first conversation into a genuine professional relationship without sounding overly sales-focused?

Turning a first conversation into a genuine professional relationship begins with showing interest, not pushing for a sale.

Ask thoughtful questions about the other person’s business, goals, and challenges. Listen closely to their answers and look for a meaningful way to help. That might mean sharing a resource, offering an introduction, or providing an idea that could benefit them.

Before the conversation ends, identify a clear reason to stay connected. Instead of saying, “Let’s keep in touch,” be specific: “I know someone who may be helpful to you. Would it be okay if I made an introduction?”

Then follow up promptly. Usually within the same day. Mention something from the conversation so your message feels personal. Most importantly, do what you said you would do. Reliability builds trust faster than clever sales language.

A strong professional relationship is rarely created in one conversation. It grows through consistent communication, genuine interest, and small actions that show you were paying attention.

When you focus first on being helpful, you remove the pressure from the conversation. People are far more likely to do business with someone who understands them, remembers them, and proves they care about more than making a sale.

Why do follow-ups so often fail, and what makes a follow-up useful rather than forgettable?

Follow-ups often fail because they are generic, self-focused, and sent without a clear purpose. Messages such as “It was nice meeting you” or “I wanted to follow up” give the recipient no compelling reason to respond.

A useful follow-up shows that you listened. Mention something specific from the conversation a goal, challenge, upcoming project, or shared interest. Then provide something of value, such as a helpful introduction, relevant article, practical idea, or answer to a question they raised.

Timing also matters. Follow up while the conversation is still fresh, preferably within 24 hours. Keep the message brief and make the next step easy. Instead of ending with “Let me know if you need anything,” suggest a simple action: “Would you be available for a 15-minute call next Tuesday?”

The best follow-ups are personal, useful, and consistent. They are not disguised sales pitches. They continue the conversation and show that you were paying attention.

People may forget your business card or polished introduction, but they will remember that you listened, kept your word, and offered help without immediately asking for something in return. That is how a brief meeting begins to develop into a trusted professional relationship.

What does the FORM method mean, and how can it help people start more purposeful conversations?

The FORM method is a simple framework for starting conversations that feel natural while helping you learn what matters to another person.

F stands for Family. Ask where someone is from, whether they have family nearby, or what brought them to the area. Keep the questions friendly and respect personal boundaries.

O stands for Occupation. Learn what they do, whom they serve, and what they enjoy most about their work. Go beyond simply asking for a job title.

R stands for Recreation. Ask what they enjoy outside of work. Hobbies, travel, sports, and community involvement often reveal shared interests and make the conversation more memorable.

M stands for Message. This is the central idea or need behind what the person has shared. Listen for what they care about, what they are working toward, and where they may need support.

FORM is not a checklist or an interrogation. It is a guide for asking better questions and listening with purpose. When used sincerely, it moves a conversation beyond small talk and helps both people discover common ground, potential introductions, and ways to support one another.

Purposeful conversations begin when curiosity becomes more important than trying to impress someone.

How consistently should an entrepreneur network if they want relationships to become a reliable source of business growth?

An entrepreneur should network consistently enough to remain visible, build trust, and maintain relationships but not so often that every interaction feels transactional.

A practical approach is to make networking part of the weekly schedule. Attend one meaningful event or group meeting each week, reconnect with three to five existing contacts, and follow up promptly with every promising new connection. This creates steady activity without taking attention away from running the business.

Networking is more than attending events. It includes making introductions, sharing useful information, congratulating people on their successes, commenting thoughtfully on their posts, and checking in without asking for anything.

Consistency matters more than volume. Attending ten events in one month and disappearing for the next three rarely produces lasting results. Relationships grow through repeated, positive contact over time.

Entrepreneurs should also track their activity. Record whom they met, what was discussed, what they promised, and when they should reconnect. A simple contact system can prevent valuable relationships from being forgotten.

The goal is not to collect as many contacts as possible. It is to become known as someone who listens, follows through, and contributes. When that happens consistently, relationships begin producing referrals, introductions, partnerships, and new business.

Disclaimer:

The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.