What’s the Purpose of Your Partnership?

There are certain truths in business. People have written entire books on the subject. But some of those truths bear repeating on a regular basis. In the stress and work of getting sales in your software or technology company, it’s easy to forget what you’re trying to accomplish. While a sale is the end result, the purpose of business is to create a customer. (There’s a great series of articles on this subject at MarketLeadership.net.)

Creating customers can be difficult if you don’t know how to reach the people with whom you want to do business. Random ads in magazines or newspapers are less than successful, in most cases. The easiest way to get to your potential customers is to find someone else who already has them. As you all know, a partnership with someone already serving your potential customers is the way to go.

But finding those first partners is only the first step in a successful partnership. Remember, your partners own the customer, so to speak. You can increase the success of your partnerships by creating value for your partners. You should offer teleseminars, support, and other marketing materials to your partners to offer to their customers, but have you considered offering something to your partners for their benefit? For example, if you develop accounting software, offer your partners a teleseminar on best accounting practices they can use.

You may be thinking you don’t need to do that. It’s different in your industry and your partners don’t really expect that kind of thing. Consider this; a customer relationship is very precious. Many companies spend years building and nurturing a strong bond of trust and reliability with their customers. You’re asking them to test that bond with their customers with you. If you’re proactive in offering your partners a service, they’ll feel much more comfortable about introducing you to their customers because they assume you’ll be proactive to their customers, as well. You win, the partner winds and ultimately, the customer wins. And let’s face it that’s what business is all about, getting a customer.

Tripp Braden is an software marketing and sales consultant who specializes in developing seven figure partnerships and businesses. He is also the editor of Market Leadership Journal. Discover how to grow your company through extraordinary partnerships by visiting http://www.HighGrowthBusiness.com where you can find resources and products to increase your success.