“How do we get customers to see us as a strategic partner, not just a vendor?” I get this question all the time. My answer is simple, if not easy – to gain trusted partner status with your customers, START ACTING LIKE ONE.
I don’t mean that to sound snarky. It’s the B2B equivalent of dressing for the job you want, not the job you have.
Real partners show up to commercial relationships very differently than traditional vendors. They see it as their job to earn the partner label by thinking and behaving that way from day one.
🚩 Vendors care most about closing the sale.
✅ Partners care most about building a long term relationship.
🚩Vendors are obsessed with getting what they want.
✅ Partners are obsessed with fairness and shared value.
🚩 Vendors overpromise, or claim the customer just didn’t understand.
✅ Partners are up front about what they can and cannot do.
🚩 Vendors hide problems because they think the customer will be mad.
✅ Partners raise issues proactively and help customers mitigate the impact.
🚩 Vendors build their roadmaps in a vacuum.
✅ Partners are transparent and treat strategic planning as a joint exercise.
It’s all part of what I call the mother of all CX Strategies – Consistently Good, Strategically Amazing. (If you’re not familiar with the idea, check out this post https://www.linkedin.com/posts/meganburns_wordnerdwednesday-cxpa-cx-activity-7069649432668950528-vfDt.)
These examples only scratch the surface of difference between Vendor and Partner experiences.
What do your most trusted vendors and suppliers do that the rest don’t?
