I talk to a lot of people about business development and partnering strategies. I die a bit every time. Well, not every time, just most of the time. It’s depressing the number of conversations I have where it becomes immediately clear that the only goal is to satisfy one goal. Revenue.
Don’t get me wrong, I love revenue. I love it a lot. But, why have such a singular goal that only satisfies one immediate need and carries such a low chance for success? The real goal is to satisfy at least 3 goals: your goal, the partners goal, the joint customers goal. (I could get altruistic and add the communities goal, but that will have to wait for another post.)
I see real people who work for real companies push to partner with another company, and fail to care what is in it for the potential partner. It sounds insane, doesn’t it? It is. So how can real people, working for real companies do that? Pressure.
Pressure is available in different styles and an unlimited quantity. Pick any one: the need for revenue, The boss said to partner with XYZ company. The CEO wants a press release….any reason really. Even the pressure of selfishness. I’m not blind to selfish motivation. We all start there. It’s the ability to quickly move beyond your own selfish motivation and be able to see and articulate the benefits the potential partner will realize that separate the good business developers from the bad.
It’s pressure, selfishness and maybe ignorance that stops most people from doing the right thing for lasting value. It’s simple, yet so complex.
Fortunately, it’s those factors that motivate forward thinking companies to work with the Openera team. We understand the pressure, eliminate ignorance and, in doing the right thing, justify the selfishness.
The irony in thinking this way is that it’s easier. Once you identify how your partner wins by working with you…. you’ve won. You can now have meaningful conversations about winning together.
I don’t want to mislead you, working with partners can make reaching your goals much easier, but it’s not easy. Balancing your goals with the goals of your partners is a tricky proposition. There will always be competing priorities and pressures. Successful partnerships take effort and time. The best way I know how to speed up a solid partnership is to win together. In order to win together, you have to bring a partner in on your deal. Establish trust, help the partner win. In doing so, you both win.