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Leveraging Vendor Relationships
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When it comes to business development, one of the most overlooked relationships is that between company and vendors. After all, most of us figure that as long as the vendor provides what is promised, that should be the end of the story. But did you ever stop to think about things from your vendors’ points of view?
- You’re a customer … Right?
- Your vendors have customer-service programs designed to keep you happy and keep you on board as a customer … Right?
- Vendors create customer-service programs based on guesses as to what you want … Right?
Instead of making your vendors guess at what will keep you happy, call your contact at each vendor company, and ask for referrals, for example – a simple thing that will make you very happy. (Start with your attorney, accountant and banker, because they typically have lots of clients.)
For instance, I’m doing a specialized, highly targeted, market research project for a group of clients. As part of the project, I’m writing an article on how companies use intranet technology to cut costs.
Only hours ago, I contacted my attorney, Scott, and asked him to introduce me to executives at midsize companies who might be willing to be interviewed for the article. To make it easier on Scott, I included an example e-mail that he could send to these executives as my introduction.
Knowing Scott as I do, I’m sure he’ll go through his database and introduce me to people who would be appropriate for the article. (This type of attitude is why Scott is my attorney, and why I actually don’t think of him as a “vendor.”)
So, this week, my tip is to leverage your relationships with your “forgotten” vendors, to increase your marketing and business-development efforts. After all, how can your vendors help you best, if they don’t know what “best” means to you?
Have a great week!
Gill
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