The Power of Partnership

“We want to work in partnership with you.”

This is such an over-used phrase in the sales world. In reality it normally means, “we want to sell you something” or “we want something from you,” depending on your perspective.

The problem with this over-use is it dilutes the impact of the statement for those of us who mean it.

State your Intentions and Expectations

To overcome this and ensure that a new business relationship gets off on the correct footing, I would always encourage that you are open about your plans and what partnership means to you in a first meeting.

There is no harm in being open about how you need the relationship to progress, what you will deliver and what you expect in return. If you think about other examples of partnership in life (marriage, civil partnerships, joint ventures, co-operatives, etc) it is clear that each party understands their shared responsibilities and benefits. They have a good understanding of each other’s goals and work with shared purpose. In the same way, a new business relationship is no different. A professional salesperson should be comfortable stating their intentions and expectations from the outset.

Intentions may be:

To provide you help
To spend as much time as it takes to truly understand your problem
To give best advice and fresh perspective
To challenge your thinking
To be an ambassador for your organisation
To become known as the “go-to” person within your business for (area of expertise)
To ensure you feel well supported
To maintain our relationship for many years
To regularly demonstrate how much I care
To help your business grow
To help your business become more profitable

Expectations may be:

Transparency
Access to key people
Giving you the freedom to follow a trusted sales process
Regular honest feedback
Keeping you up to date with changing business objectives
Participation in your wider customer community
Understanding of your business goals too
Understanding of your limitations and constraints
Understanding of your desired outcome
Referrals

Of course, once you’ve taken the time to ensure you both understand each other’s goals, you have to deliver.

Earn the Right

Partnerships are definitely earned. Stating intentions is a great starting point, but actions do speak louder than words. I would advise keeping a checklist of all the commitments you’ve made in a first meeting and reviewing your actions against it from time to time. The last thing you want is for them to become empty words.

There really is no substitute for hard work in this regard because it is important that your prospective partner can see what you are doing for them. Keep them updated, share openly your progress, even if you have run into difficulties – they will appreciate this. As a result, your partnership will be strengthened. A hazardous moment is the point of signature. I have seen many salespeople “switch off” when the “deal is done”. That is a shame. In my mind, that first sale is only the start of a partnership and that partnership is solidified when you continue to look out for your customer’s interests beyond the sale. Showing them you care when there is no immediate return is a very real statement of your commitment.

Furthermore, true partnerships are tested in moments of adversity. If you run into a problem the reaction of your partner will tell you how you are viewed. If it is disproportionate to the problem itself, especially when you are trying to help, chances are that their perception of you is not the same as yours of them. If this does happen, have a brave conversation. Explain that you think they are not acting in the spirit of partnership and ask why. It will earn you respect in the long run.

Be Prepared to Walk Away

However, too few salespeople will do this. However, there is no rule that states you have to commit to a customer at all costs. If you are a genuine, ethical, helpful sales professional your time is valuable. Plenty of prospective partners out there will want your advice. Therefore, if you feel that the commitment is dwindling, the effort or the benefit is one-way and you cannot salvage the situation via a heart-felt conversation, simply walk away. Tell them why but do it.