Opinions expressed by Entrepreneur contributors are their own.
Small talk isn't always free-flowing, but Constantine Pergantis knows it's important when connecting with customers. So when the owner of Nite Lites, an indoor and outdoor lighting-installation company in North Potomac, Maryland, discovered his company's basketball games created a buzz in the community, it led to building relationships on and off the court.
A basketball enthusiast, Pergantis sponsored and fielded his own team to participate in Hoop It Up!, a national amateur tournament. Team Nite Lites dominated the event, garnering attention from the media as well as new and existing customers. The team, consisting of Pergantis' friends, has customers-turned-fans traveling to away games.
Continue reading this article — and all of our other premium content with Entrepreneur+
Join the internet’s leading entrepreneur community! With your subscription you’ll get:
- Unlimited access, including premium content
- No ads
- Subscription to狗万官方magazine
- Four free e-books a year
- Subscriber-only events with our experts