Discover how to transform surface-level networking into meaningful, heartfelt business connections that drive loyalty, referrals, and impact.

In the business world, we learn how to shake hands well: with a firm grip, eye contact, and a confident smile. But in today’s changing world, that handshake isn’t enough anymore. People aren’t just looking for deals, transactions, or followers anymore. They want to connect. Honesty. Trust.

The truth is that business is human these days. There is a person behind every brand. There is a story behind every pitch. There is a real person behind every client who wants to be understood, not just sold to.

The best businesspeople and professionals know this secret: it’s not about making deals. It’s about starting relationships.

A handshake is more than just a way to say hello; it’s a business tradition that sets the tone for new relationships and deals. This gesture shows that you trust, respect, and want to work together. According to research, starting a business meeting with a handshake can lead to fairer deals, more cooperation, and even less lying between the parties. A good handshake—one that is firm but not too strong, with good eye contact and a real smile—makes a strong first impression and shows that you mean what you say.

Let’s talk about how to go from networking on the surface to making real business connections that will help your brand grow and make your life better.

The Change: Relationships that change things instead of just transactions

When you network the old-fashioned way, it can feel like speed dating: quick introductions, exchanging business cards, promises to “follow up,” and maybe even a LinkedIn connection.

But that kind of interaction doesn’t usually lead to useful results. Why? Transactional relationships are based on short-term gain, not long-term value.

Transformational relationships, on the other hand, are based on: • Respect for each other • Shared values

• Understanding and empathy • Real concern

These are the kinds of relationships that turn into partnerships, referrals, mentorships, and friends for life, not just clients.

“People don’t care how much you know until they know how much you care.” — John C. Maxwell

The Return on Investment of Real Connection

It’s smart business to build real relationships, not just good for the soul.

✅ Loyalty = Trust

People are more likely to stay loyal to someone they trust. People come back when they feel appreciated and understood, and they bring friends with them.

✅ More and more people are talking about it

People naturally talk about you in rooms you haven’t been in when your relationships are based on honesty. That’s what connection really does.

✅ Business Gets More Human

Emotional intelligence is the real currency of business, whether you’re B2B or B2C. And that’s something that no machine can do.

Putting Emotional Intelligence to Work

EQ is more important than IQ when it comes to building real business relationships.

Here are some habits that are important for emotional intelligence:

• Talk less and listen more. Most people are ready to talk. Be the one who really listens.
• Be there—put your phone down. Look them in the eye. Ask questions that are important.
• Follow up with compassion— A thoughtful email, a book suggestion, or even just a note saying, “I remembered what you said…” can help build trust.
• Celebrate their successes— Even if it doesn’t help you directly, make other people feel seen.

In a world where people only interact on the surface, small, human touches mean a lot.

Digital Doesn’t Mean Far Away

A lot of people think that it’s harder to make real connections in today’s virtual business world. But the digital world has a lot of great opportunities if you use them with your heart.

💡 How to Make Online Relationships Real:

• Make your messages more personal. (No more “Hi [First Name]” templates.)
• Use video or voice when you can. Let people see and hear you.
• Don’t only connect when you need something. Get involved without expecting anything.
• Be open. Don’t just share polished success stories; share your real journey.

The most important thing is this: authenticity scales. People can tell when you’re being real, even through screens.

The Strength of Stories

A shared story is the best way to connect with someone.

Your story is your bridge, whether it’s a challenge you faced, a lesson you learned the hard way, or the reason you started your business.

People might forget your pitch, your title, or even your product, but they will always remember: • how you made them feel, • how your experience was similar to theirs, and • how your humanity made them trust you.

So don’t be scared to talk from the heart. Even in boardrooms.

Boundaries Make Business Better

Even though deep connections are strong, they still need limits. Not every relationship has to become a friendship. You can be:

• Nice, but tough
• Kind, but on purpose
• Kind, but smart

To really connect, you don’t have to say “yes” to everything. You just have to show up with clarity, consistency, and a goal.

Boundaries aren’t walls. They are like filters that keep your energy safe and your relationships healthy.

A Real-Life Example of How Heart-Led Business Changed a Brand

Take Sarah is a digital marketing strategist who lives in New York City. When she first started her business, she focused on sending cold emails, making pitch decks, and getting people up to speed quickly. She got better quickly, but she also got tired just as quickly.

Then she changed her mind and stopped “pitching” and started talking. She made time to talk over coffee. She talked about her personal wins and problems on social media. She wrote thank-you notes and called to say hi.

What took place? Her business grew through word of mouth, her clients became friends, and the number of referrals tripled. Why?

People don’t buy services; they buy connection.

Realistic Ways to Make Deep Connections Today

Want to go from a handshake to a hug? Try these:

• Set up one coffee chat a week that isn’t about business; • Send one handwritten note a month; • Remember personal details (like their dog’s name or their big project); • Follow up on things that are important (not just work-related); • Offer to help without being asked; • Be the connector—introduce people without expecting anything in return;

These little things add up over time to make relationships that are strong, real, and rich.

Last Thoughts: Business Is Better When It’s Human

It used to be that being professional meant being cold, robotic, or overly competitive. The future of business is based on working together, following your heart, and putting people first.

It’s not only about growing a business; it’s also about creating a community.

So, yes, learn how to shake hands. Know your pitch. Give great service.

But always remember to: • Check in with someone for no reason • Share your truth with courage • Lead with empathy • Say “thank you” a lot

Because there is a person behind every handshake. And behind every business is a beating heart.

More than a Gesture: Making Real Connections

Handshakes are a good way to start a conversation, but the real value in business comes from building deeper, more meaningful relationships. Real business relationships are based on honesty, understanding, and respect for each other. These relationships are more than just transactional networking; they are about getting to know each other’s goals, problems, and values.

Moving from a handshake to a real business connection changes how people interact at work into chances for both parties to grow and be happy. The most successful businesspeople today are the ones who build relationships that are both honest and strategic. A handshake can start a partnership that goes beyond business and leads to loyalty, teamwork, and long-term success.

Think of one person in your network who really helped you along the way, whether they saw you, supported you, or inspired you.

Get in touch. Say thanks.

No plan. Thanks.

That's how real business relationships start and last.