Purpose-driven approach from customers to suppliers in B2B

In today's dynamic business landscape, effective collaboration between customers and suppliers is paramount to achieving shared goals and driving success.

I'm supporting companies within their digital journey for a few decades now and I've witnessed numerous instances where customers approach suppliers with requests without clearly articulating the purpose or the context behind them (e.g. in short: "Our company would like to setup x technology, can you provide us with an offer"), and are sometimes reluctant to provide more information. This lack of clarity often hampers our ability as experts to propose suitable alternatives that align with the customers' needs.

The role of suppliers has transcended beyond the mere provision of products and services. Suppliers are increasingly becoming trusted advisors, capable of offering invaluable insights and expertise to their customers.

As a digitalization expert, I firmly believe in cultivating relationships that go beyond transactional interactions. By considering suppliers as trusted advisors, customers gain access to a wealth of specialized knowledge and industry experience. Such partnerships foster collaborative environments, where suppliers actively seek to understand customers' unique challenges, align projects with their goals, and propose innovative solutions.

As trusted advisors, suppliers become genuine partners in success, committed to delivering not only what the customer wants but also what the customer truly needs to thrive in their market. This transformative approach not only strengthens the customer-supplier bond but also unlocks new avenues for growth, efficiency, and mutual prosperity.

The power of purpose:

I firmly believe in the significance of purpose. Every project, initiative, and action I undertake is normally closely aligned with our organizational goals, mission, and vision. Similarly, when customers approach suppliers, it is essential for them to communicate the purpose behind their requests. By doing so, they provide suppliers with valuable insights and context, enabling us to better understand their needs and propose solutions that address their specific requirements.

Aligning Purpose with Goals, Mission, or Vision:

To foster a purpose-driven collaboration between customers and suppliers, it is crucial to align the purpose of each project with the overarching goals, mission, or vision of the customer's organization. When customers clearly communicate their company's objectives, it allows suppliers to assess the project's relevance and determine how it contributes to their customer's larger mission. This alignment ensures that efforts are directed toward meaningful outcomes that drive mutual success.

Introducing a few important points to address:

To facilitate the purpose-driven approach between customers and suppliers in B2B, I'm usually addressing a few points that enhances clarity and efficiency in project engagements. By covering these points, customers can effectively convey the purpose of their projects, enabling suppliers to deliver optimized solutions tailored to their needs.

"One of our Company's Goals, Mission, or Vision is..."

Customers should begin by outlining their company's goals, mission, or vision. This step helps suppliers understand the broader context within which the project operates and how it fits into the customer's strategic roadmap.

"To contribute to this Goal, Mission, or Vision, we would like to..."

Next, customers should clearly articulate what is the projects' purpose, objective, scope and how the it aligns with their organization's goals, mission, or vision. This description allows suppliers to grasp the significance of the project and how it contributes to the customer's overall objectives.

"We do have the following competency internally (or we don't)..."

In addition to fostering purposeful collaborations between customers and suppliers, it is essential to recognize the significance of customers' competencies. As an IT company, we often encounter situations where customers possess specific internal expertise or lack certain capabilities. Understanding our customers' competencies empowers us to tailor our solutions accordingly, complementing their strengths and bridging any gaps. When customers openly share their internal competencies with us, it deepens the level of partnership and enables us to deliver even more impactful results. On the other hand, when customers acknowledge areas where they may require additional support, we can step in as trusted advisors, providing guidance and solutions that align precisely with their needs. Embracing this open dialogue on competencies fosters a culture of mutual learning and growth, ultimately leading to remarkable achievements together.

"This project is critical/non-critical for our business."

Customers should specify the level of importance attached to the project, emphasizing whether it is critical or non-critical to their business operations. This distinction helps suppliers design the correct solution accordingly.

"We would like to have this in place for..."

Lastly, customers should provide a timeframe or deadline for the project's completion. This information enables suppliers to align their resources, plan effectively, and ensure timely delivery of the desired solutions.

Conclusion:

When customers approach suppliers with a clear understanding and communication of the purpose behind their projects, it empowers suppliers to provide valuable insights, propose alternatives, and deliver solutions that better meet customers' needs. By aligning the project's purpose with their organization's goals, mission, or vision, customers can foster a purpose-driven collaboration that drives mutual success.