Creating Effective Partnerships
Customers today are expecting more than ever before from suppliers. It is no longer enough to just be good at what you do; you are now expected to help the customer solve their business challenges. Yet it is a very rare organisation today that has all the capabilities required to resolve any given business challenge for their customers from their own resources. The result? Those organisations who understand 21st Century value selling, also understand the need for dynamic partnerships.
So what's the difference? For many years organisations have contracted directly with the customer to supply their products or service. Or sometimes have been subcontractors, or suppliers to other organisations who then sell their offering, which includes yours, directly to the customer. This is classic supply chain business. So what's wrong with this? The answer lies with the changing expectations of the customers and the changing risk parameters business will accept. Customers want more value from suppliers today; organisations want to sell their offering, even if another company they work closely with loses their piece of the deal.
Driven by customer choice, organisational buyers are expecting more today from suppliers than ever before. The higher up in a customer's organisation you sell, the more complex and far reaching are the expectations. More importantly, customers know that you may not have the capabilities to solve their business challenges, so they are now demanding more choice over who you partner with to ensure they get the best value.
How does a business resolve this major challenge? Dynamic Partnering. The concept of Dynamic Partnering has now been championed by The Harvard Business School, through the guise of the Harvard Value ECO System. This is the ultimate model framework for those for organisations seeking to use partners as a means of creating differentiation and competitive advantage through enhancing the value they create for their customers around each specific need. It is a thinking process that starts from the customer and asks 'who do I need as my partner(s) to deliver maximum benefit to my customer for this opportunity?'
ICDL specialises in helping our customer's understand, apply and benefit from this very advanced way of partnering and hence doing business with your customers. The benefit for you is clear. If you can deliver better value for your customer's organisation than anyone else, the buying decision is simple for you and your customer, you win more business and your Brand image is enhanced.
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