If there’s one sentence in the English language that I fear above all others, it’s this one: “Hey Andrew, do you fancy a round of golf next Friday?” Ridiculous as it sounds, whenever I’m asked this question my heart sinks and I think, ‘Why waste a day on the golf course when you could be cutting another deal?’
Now, I know I’m the one at fault. Plenty of my friends and business colleagues have no qualms about taking time out to socialise, get a bit competitive and enjoy some fresh air. I completely understand that. For me, though (and for many other entrepreneurs) the day-to-day focus on running a business leaves little time for anything else. Meetings, strategy and deadlines dominate, while networking, client lunches, or industry events often get pushed aside. Yet it is precisely these in-person connections that can make the difference between a thriving business and one that just trundles along.
Building strong relationships is rarely easy. Entrepreneurs are absorbed by their work and socialising can feel like a distraction. But we must remember that face-to-face engagement is a business tool. Conversations over coffee, shared experiences at events or informal dinners reveal insights, build trust and create loyalty that no email or phone call can achieve.
Many entrepreneurs wrongly assume deals are won on price or efficiency alone. Purely transactional relationships are fragile and easily swayed by competitors offering a better deal or faster service. In fact, relationships built on understanding and engagement are more resilient. Partners stay because working with you makes their lives easier and their business stronger, even if you aren’t the cheapest option.
A smart approach is to focus on your most important contacts. Identify clients, collaborators and suppliers who are strategic and nurture those relationships deliberately. Create a small inner circle of trusted contacts. Share plans and challenges, invite them into your world and listen to their priorities. This builds loyalty that can’t be bought with any number of discounts.
The setting for these interactions matters. Dinners, client visits, advisory panels, seminars and informal catch-ups (yep, that includes the golf course!) create space where formalities fade and authentic connection can grow. Shared experiences build trust, reinforce bonds and give insight into how others operate. Over time this understanding informs the way you run your business.
Some entrepreneurs worry this approach takes time away from ‘real work’, yet the cost of neglecting relationships is far higher. Businesses that invest in human connection are not constantly forced to compete on price. Partners value the collaboration and the support it brings. Loyalty grows naturally and with it resilience against market shifts. Entrepreneurs who open their doors, share knowledge, host events or mentor others build communities around their businesses. They attract clients and partners who are drawn by the quality of the relationship.
The challenge for entrepreneurs is to carve out time for connection and treat it as essential rather than optional. Behind every deal and every opportunity is a person, and people choose to work with those they trust, who invest in them and who make them feel valued. Mastering in-person engagement ensures your business thrives even when markets are unpredictable.
The benefits extend beyond loyalty and trust. That quick cup of coffee might lead to an early insight into market shifts, emerging opportunities or potential challenges before they reach the wider industry. Who doesn’t want to hear about new ideas, see how other businesses operate and can adapt their own strategies more effectively? Entrepreneurs are the sort who suffer greatly from FOMO, so turning up in person can often lead to unexpected partnerships that may never emerge otherwise.
In 2026 the entrepreneurs who succeed will be those who understand that relationships are the currency of sustainable growth. And with that, maybe I’ll dig out those rusting golf clubs after all!
