Too many people treat business like a checklist. They hit up sponsors only when they need money. They text connections only when they want a favor. That’s not networking. That’s using people. And it’s a quick way to lose respect.

Business works better when it’s built on real relationships. Not forced ones. Not fake ones. Real ones. The kind where people remember you because you showed up without needing anything. The kind where you check in just to say thank you, not just to ask for something new.

When I was building Holy Hoops, I reached out to people months before I ever pitched them. I went to their events. I commented on their posts. I shared what they were doing. Not because I wanted something right away, but because I actually respected the work. That’s how trust gets built.

People want to work with people they know. People they like. People they can count on. If you’re only around when you need something, people notice. And when they get another pitch or another ask, yours will be the one they skip.

Real relationships take time. You don’t rush them. You stay in touch. You bring value without always expecting something back. And when the time comes to ask for support, it’s a conversation, not a cold transaction.

If you want your business to grow long-term, stop chasing one-time favors. Build real trust. Be consistent. Be visible. Show people you’re serious even when you’re not in front of them.

Because in the end, business isn’t just about money or strategy. It’s about people. And the way you treat them always comes back.