Valentine's Day Relationships - Business Style

02/14/2008

Happy chocolate hearts and candy kisses on this day when we celebrate love and relationships. On Diva Marketing there is a lot of time spent talking about the Big R (Relationship) Word.

In all honesty, I have always been a bit confused about how one has a relationship with an animate object like a box of cereal, a computer or even a red rose. However, what I do get is that I can develop a relationship with a person. That's one of the reasons why this social media world makes so much sense to me.

On Valentine's Day it seemed like a fun post to explore business relationships. How do you build great business relationships with people? Do "clients" and "partners/vendors/suppliers" (I'm never sure word to use)have different points of view about what is important for each?

I asked a few successful marketers to play along with me on this one. I'm excited to present 62 inspirational insights from people who work in a wide range of verticals: academia, packaged goods, retail, services, engineering, healthcare, high tech, online and in B2B, B2C and Not for Profit. To add a global perspective there are thoughts from marketers in India, Belgium and Canada. Special thanks to Julie Squires, Michael Rubin and M/errill Dubrow for extending the viral buzz to their networks. A heartfelt toss of the pink boa to all! Happy Valentine's and may all of your relationship be sweet.

How Do You Develop Great Business Relationships?

Clients

1. Hilary Weber, Kaiser Permanente - "Own" the relationship, meaning, "your pain is my pain and your success is my success" -- if you have that from both parties, you will act as one and success will follow naturally.  (It's the business version of "walk a mile in the other one's shoes", in a way).

2. Ken Bernhardt, Robinson College of Business, Georgia State University - Never forget that relationships are two-way; both parties must see things as "win-win" (which requires an understanding of a win is for the other side). The words vendor and supplier should be abolished in favor of partner.

Donna Lynes-Miller, GourmetStation - Easy as 1.2.3...First, there must be an alignment of needs to what is being offered (product specification)...secondly, there must be clear communication regarding ability to provide the product and/or service (demand VS supply), and lastly there must be shared values (keeping commitments, doing the right thing, behaving with integrity).

3. Nick Jacobs, Windber Medical Center - If you actually believe in a vendor, their product, their work, their support . . .  voluntarily serve as a reference for the vendor.  It's amazing how many breaks you'll get from a vendor with whom you partner to assist in their growth.

4. Tim Jackson, Masiguy - When it comes to supplier/ vendor/ client relationships, it's just like any other personal relationship- be honest and communicate the truth. (I could go on for days on this…) I straddle both worlds all the time, so I get to juggle both relationships every day- I have many vendors to work with and many retailers and even consumers to work with as well. All require a little something different, but they all get the same treatment of open and honest communications.

5. Randal Moss, American Cancer Society/Community Mobilization Blog - Practice courtship! Nothing turns me off more than a vendor that contacts me on a cold call with no frame of reference. Some of the
best solicitations ever have been from people who know me, or read enough of my stuff to know me, and engage me in a conversation and work their pitch into it. It is like dating, you have to engage me in a conversation to get to the next level of the relationship. By spending quality time with me you let me know you care, and I am much more apt to listen to you.

6. Becky Carroll, Customer Rock Blog (from the perspective of when I was with HP as Director of Marketing, UK and Ireland) - Include your vendor/supplier in your planning, where appropriate.  When I worked for HP in the UK, I used to include a few key vendors in planning meetings once we had our internal idea session completed.  This helped us make sure we were taking all needs into account - with the added benefit of making those vendors feel like part of the "team"!

7. RichardatDELL/Richard Binhammer, RichardatDELL Direct2Dell  - "Listening”…which is more than hearing.  It is interpreting, evaluating, learning, reacting, engage-deliver.  Listening includes true dialogue and conversation, as a component.

8. Rob Madonna, Palisades Insurance - I like my vendors/suppliers to know my “story.”  I don’t like to repeat myself.  I want them to know me so well that they can anticipate my needs, how I will respond to situations and how those that use me as an internal consultant need to understand issues.

- Hire your staff wisely.  Nothing bothers me more than frequent turn over which means I have to “break in” a new project team.  See item #1 about knowing my story.
Let your project team have a life.  I don’t like my team to be fatigued.  If they make a mistake then my recommendation will be wrong.  If that happens they make me look bad at the least and can put me on the unemployment line at the worst.  Keep them fresh, rested and ready to be brilliant. Always price the latest project for the next one.  If you do the job I need and at the best possible price you will earn my trust.  I will come back to you for project after project.

9. Michael E. Rubin, GasPedal - "Don't go to bed angry."  Communication is a two-way street, and if
there's a client-vendor issue, don't wait to air it out until later when it could boil over and permanently damage the relationship.

10. Joe Jarvis, Banana Florist  - Make realistic promises and honor them to the letter, regardless of short-term losses (or gains).

11. Rick Short, Indium - COMMUNICATE: proactively, freely, honestly.
After you’ve followed the fundamental tips of a) vetting out vendors so you only work with highly-qualified people and b) working only with vendors you love and love the vendors you work with
…then COMMUNICATE:

Proactively: offer up your reactions, feelings, thoughts, uncertainties, and everything you’ve got inside.  If these vendors are good, and if they truly care about you, they want and need your thoughts to better serve you. They might not know to ask what’s on your mind – so offer it up.
Freely: don’t wait to be asked, and don’t think that you are a nuisance. Since your vendors care, they want to know everything you’re thinking. Be free in your feedback – good vendors appreciate it – and will use it to your benefit.

Honestly: sometimes we are all good, and sometimes we aren’t so good. Don’t hide your weaknesses from your vendors – make them obvious.  Once they know your shortcomings, as a company, and as a Marketing professional, they become able to “cover” for you and to augment your offerings. Additionally, they can even hire complimentary staff to complete your total package.

12. Nick Ayres, TheHomeDepot - Never assume - always over-communicate. As simple and "basic" as it sounds, I find I get into the most trouble when I start assuming instead of asking, prodding, inquiring, and generally working to understand exactly where peoples' heads are at.

Partner, Supplier, Vendor, Knowledge Partner,  Consultant, Broker/matchmaker" of Client-Vendor Relationships, Advisor, Strategic Partner, Agency

13. Pinny, Ice.com - Just like in a real relationship you need to woo the perspective woman treat your customer that way.

14. Nettie Hartsock, Hartsock Communications - Build them with the foundation of true collaboration for the long-term marathon, not the short term sprint or just the bottom line ROI.

15. Rajesh Lalwani, BlogWorks - Passion for client's business. 

16. Mary Hunt, Sustainable Products Ecolutionary Selling - Client Relationships. Do you use reciprocal currency? If money wasn't involved, would there be enough value and joint mission purpose to hold the two of you together?

17. Lewis Green, L&G Business Solutions - Meet your client’s/customer’s wants and needs, not yours.

18. Steve Woodruff, Impactiviti - Here is my (battle-tested!) input - in fact, it is the core of my business model: Discover needs that may not even relate to what you have to offer, then find a way to help out.

19. Elana Centor Funny Business - Flexibility.  Sometimes clients have a good reason for missing their deadline. Sometimes you have to be able to turn on a dime. Sometimes you have to give up your weekends. If the client doesn’t have a good reason, then they need to compensate you for your flexibility, or they need to become a former client.

20. Laura "@pistachio" Fitton, Pistachio Consulting - Be genuine, helpful, friendly and useful. Demand for your services is unlimited if you create value for your clients.

21. Stacy Williams, Prominent Placement - To build a successful business relationship, you have to be willing to give more than you receive and think more about how you can benefit the other person than how they can benefit you. -and-  Business relationships are more meaningful, lasting and rewarding if you reach beyond the sometimes impersonal nature of a business connection and get to know the warm, interesting, unique person behind it, and establish a personal relationship with them as well.

22. Larry Benet, Larry Benoit The Connector - I think one of the best ways on building successful business relationships is to tell and show your partners, vendors and suppliers how much you appreciate them.I like to send personal heartfelt greeting cards along with small tokens of my appreciation.  I will enclose a Starbucks gift card, or a gift certificate to something I know they might be passionate about. If they are a reader-I will send a Barnes and Nobles gift card, if they are into home improvement-a gift card to Home Depot.  I do this thru a stay in touch system I use  http://www.referralmagic.net

23. Lee Odden, Top Rank Results Top Rank Blog - Start right by clearly identifying and managing expectations. There is no bigger  business relationship killer than the perception of over promising and under delivering.

24. Merrill Dubrow, M/A/R/CResearch -In order to build successful business relationship it needs to be a win/win for both sides.

25. Sally Falkow, Pro active - Really listen to what your client is saying. We tend to be focused on our own agenda. We’re waiting for the chance to get our point of view across and we often miss what the client needs and wants.

26. Wendy Piersall, E Moms At Home - My advice on building successful business relationships is no different than building any other kind of relationship - build a relationship with 'people' not with 'prospects' or 'clients'. :)

27. Greg Rathjen, Marketecture  - Try to remember that it is not about 'me.'  Have always thought that
good marketing was simply "smart empathy" in action. Same principal applies to client vendor relations.  Things go best when I put myself in their shoes and feel "their pain," so to speak, and create smart ways to fix it.  When I was in the agency biz and we were pitching new business I always fell on my sword to make sure the agency credentials were last, not first.  Nine times out of ten, if we demonstrated smart empathy they never even asked to see the credentials.

28. Julie Squires, Soft Scribe - Read Dale Carengie’s “How to Win Friends and Influence People” and go and do likewise.  [Interesting, this book was mentioned from stage at two separate conferences I attended in the past two weeks: SoCon’08 in Atlanta and ALIS in Los Angeles.  It happens to be Softscribe Inc.’s corporate manual; every new team member gets a copy.]

29. Bill Flitter, Pheedo -The key to any successful relationship (personal or business) is to engage the other person through meaningful questions and active listening.

30. Scott Monty, The Social Media Marketing Blog - When I selected my title at crayon ("Consigliere"), I wanted to convey that I was a trusted advisor, both to my colleagues as well as to business contacts, because I believe that trust is the basis of any good relationship. But it takes more than simply telling someone you can be trusted - you need to earn their trust by demonstrating your value. As in personal relationships, it helps to put the other person first. Get rid of the WIIFM ("what's in it for me?") attitude.

Advise your client without any expectation of additional work; give them the best business advice possible; even show them solutions that may involve your competitors. If you demonstrate that you're there to help them succeed, the good clients will recognize your efforts and find you indispensable.

31. Elaine Fogel, Solutions Marketing and Consulting -  When you give great customer service with honesty, integrity, and quality, they will come.

32. Joe Reger, Jr., Dneero - Whenever you ask a potential client to spend $X write two numbers on a piece of paper… the $X that you want the client to spend and the amount of cash you have in the bank.  Take a moment to reflect.  Even if you’re fabulously wealthy, putting the $X into the context of your personal cash will sober you up and help you empathize with your client. 

If you’re married and you don’t like paper you can just say this at dinner “hey honey, I just spent $X on a new [bowling ball/fishing rod/pneumatic jack]” and see how it goes.  Remember to duck.  Oh, and be honest, open, genuine and kind… duh.

33. John Cass, PR Communications - Instead of concentrating on what you want, concentrate on what your partner needs, take care of them first, and you will establish credibility and trust. Once established, your partner will either reciprocate or not have the common sense to respond.Don't be downhearted if you receive no immediate response, relationships are not build in one day; they take work and a steady head.

If you are a manufacturer or software developer and working with partners, give them business initially to sweeten the relationship, its an investment in future sales opportunities. Rather than relying on an empty piece of paper for a partnership agreement, forge a real relationship with your partner/customer by calling or meeting with them on a regular basis to discuss ideas instead of sales contracts.

What's important is to work together on something, that way you will forge a relationship, and both parties will see one another in action. Don't worry in the long term the strategy will pay off and sales will follow!

34. Holly Buchanan, Grokdotcom - Don't interrupt. I know it sounds almost stupid, but don't interrupt your client when they talk.  If they pause, do not rush to fill in the gap. Let them think and then complete their thought.   It is MUCH harder to do than it sounds. But when your client is talking, keep your trap shut. Don't interrupt.  It has this crazy effect - they think you are actually listening to them."
My two cents worth.  (oops, that was probably more than one line - sorry - I do love to pontificate)

35. Patsi Krakoff and Denise Wakeman aka The Blog SquadKeep in touch with clients by sending them links to blog posts that are relevant to their niche/field. Not only are you providing useful information, you stay top of mind with your client and position yourself as a valuable resource. For us, this has resulted in more referrals from satisfied clients.

36. Debra A Pearlman, Cambridge Buzz, Pearl Productions Love Loss Forgiveness - Like with any successful relationship, honest and open communication is key so I never try to inflate my abilities while instilling the sense that I can get the job done well.   

37. Kris Krug, Static Photography - Remember names. Send bday greetings. Take blame and deflect praise. Get in where you fit in.

38. Wayne Hurlbert, Blog Business World - There is no substitute for maintaining close contact with your customers and clients. For a smaller firm, contact is maintained easily via telephone, email, social media sites, and IM. For larger client bases, a blog, social media sites, email newsletters, as well maintaining as much personal contact as possible. will maintain relationships with customers. When clients know that you are available for them to help solve their problems, and in a timely manner, they develop trust and a sense that you truly care about their concerns.

When problems arise, prompt information to the customer base is also essential. No one likes surprises, and respect will be gained for trusting your clients enough to let them know you may be experiencing some difficulties as well. Your customers can even supply the solutions to your problems, as trust and assistance are a two way street. Developing mutual trust helps everyone succeed.

39. Sherry Heyl, Empowering Concepts - When you do not know, say "I do not know"

40. Ann Green, Millard Brown - My tip would be "suspend your agenda".  We should always enter business relationships with open minds and a partnership mentality.   

41. Paul Chaney, Bizzuka Conversational Media Marketing - Remember that your clients aren't a number on a spreadsheet. They are real human beings with needs, passions, families and lives. As such, it's best to treat them with respect and find ways to connect on a more personal level when possible. As Seth Godin has said, "Turn strangers into customers and customers into friends." Oh, and an ancient adage still holds a timeless truth: "Do unto others as you would have them do unto you."

42. Mark Goren, Transmission Marketing - Always listen and be as reliable as possible.

43. Jody DeVere, AskPatty.com - Become a people collector: Attend a wide variety of networking events each year as your budget and schedule allow, collect business cards, build relationships and add them all to an email address book program like constant contact or other to send a monthly  fun newsy enewsletter to stay in touch and keep them up to date on what you and your business are up to!

44. Mike Sansone, ConverStations - Engage in the conversation by listening first and last.

45. Dave Taylor, The Business Blog @ Intuitive.com - Pay attention to the details. If they tell you they're not feeling well, ask them if they're better a day or two later. If their child won a prize, mention it again next time you chat.

46. Dmitriy Kruglyak, Trusted MD - IMHO, successful business relations are driven by having complementary abilities and needs. This is all about finding something that the partners or clients / vendors can help each other with. Interpersonal chemistry goes without saying.

47. Penelope Trunk, PenelopeTrunk.com - Build a successful business relationship by talking about something that's not business.

48. Drew McLellan, Drew's Marketing Minute - Always give them a little more than they’re expecting or they paid for.

49. David Berkowitz, Marketings Studio - Be giving of yourself.

50. Peter Kim, Being Peter Kim - Go “long” when building relationships, rather than seeking short-term dividends.

51. Des Walsh, DesWalsh.com - Love your client's business as you love your own, because in a very real sense your client's business is your own (which is probably why lawyers say "we" when they speak for their client).

52. Tom Collins, WME - See everything their way; you still may not agree with their point of view after seeing it, but this habit will give you the best chance at a long-term relationship.

53. Michelle Lamar, Online and Social Media - If YOU would not write a check for the product or service out of YOUR personal checking account, don't recommend that a client should spend the money.  It helps prioritize client spending decisions for marketing.

54. Dina Mehta, MOSOCI -  "Be the change you want to see in the world" - Mahatma Gandhi

Playing Both Sides of the Street

55. Wendy Maynard, Kinesisic - Always respect your vendors and pay them on time.

56. Ann Handley, Marketing Profs MPDailyFix.com annhandley.com - I guess I don't really draw a distinction between business relationships and personal relationships -- not in a weirdly inappropriate way, but in the sense that I try to treat those I interact with some similar fundamentals: I try to be approachable, accessible, friendly and respectful. Until, you know, you piss me off. : )

57. B.L. Ochman, WhatsNextOnLine - Instead of behaving like the Vice President of Sales Prevention, concentrate on what you CAN do, not what you CAN'T; then under-promise, over-deliver.

58. Beth Kanter, Beth's Blog - The rules of reciprocity help build successful business relationships. Following this rule, I've never had to make this speech:  http://www.youtube.com/watch?v=O1RcTeAJ6GY

59. Luc Debaisieux, mind blob - Empathy and trust. If the first one is possible (empathy) and bilateral, the second (trust) leads to building successful business relationships.

60. Yvonne DiVita, Lip-Sticking - Listen between the lines. People often don't verbalize what they really want or mean. They skirt the issue a bit, they hem and haw, and hope you'll read their mind. If you feel this happening (by listening between the lines), start asking some focused questions to uncover what's really going on. Then, solve the issue - even if it means sending them to a competitor.

61. Christopher Carfi, Social Customer  - Stop creating tired brochures and cookie-cutter websites and templated press releases, and instead to actually interact at a human level with your customers and prospects.

62. Toby Bloomberg, Diva Marketing - Leave your ego at the door but bring your skills, passion and values to the party. Know when it's time to leave the party too.

63. Your Ideas ...

Permalink | Comments (24) |