How can you build a strategic partnership with a client?

A strategic partnership with a client involves understanding their business, aligning goals and objectives, demonstrating a unique value proposition, establishing trust and credibility, collaborating on a strategic plan, customizing solutions, appointing a relationship manager, fostering open communication, offering strategic insights, investing in relationship-building activities, collaborating on innovation, creating joint business goals, implementing key account management, providing exceptional customer service, measuring performance, offering exclusivity and benefits, developing contingency plans, celebrating milestones and successes, committing to continuous improvement, and adapting to evolving needs.

You have to ask yourself how you can bring value to the client. How can you help them eliminate unnecessary costs, challenges or obstacles? Can you give them strategic expertise, technology, information, or network access? Can you bring more business to the client somehow? The other piece that is definitely crucial is whether you and the client have a trustworthy relationship. In evaluating any partnership, you have to ask yourself, "Is this the client/person/company that I want to bring with me into the future that I dream for my business? The only valid answer is "hell yes", anything less than that is a solid no :)

Aligning what you offer with the client's values and needs is about demonstrating how your solutions not only meet their practical requirements but also resonate with their core values and long-term objectives. Such alignment helps in differentiating your services from competitors in today's crowded market and building a long-term meaningful relationship with the client.

Once, I heard the story of a successful company owned by three partners in equal shares. They practiced what they referred to as "partnership therapy." That is to say, once every other week, all three of them together saw a psychologist and proceeded to address their latests beef. They did not hold back, but once done, they'd go back to work and continue to function like a perfectly oiled machine. I think the secret is that they were both honest and committed in equal measure. They would speak their truth however they felt it, but at the same time, they had this conviction that nothing would break them apart. I think it is brilliant. But it takes a great deal of courage right?

One of the most common pitfalls for sales representatives is the tendency to overpromise and underdeliver, which can severely damage client relationships. In contrast, consistently delivering on promises and exceeding expectations is what truly distinguishes a great partnership. It involves not only meeting agreed-upon targets but also going the extra mile to add additional value. This might include offering insightful industry analysis or proposing proactive solutions to potential issues. Such actions help in reinforcing the client's trust and loyalty, showcasing a commitment to not just fulfilling but surpassing their expectations.

This is the first step in becoming a strategic partner to your client. Build up credibility through delivering on your promises. This will allow you to get more opportunities.