Create Valuable Partnerships with Your Best Customers

How can you create valuable partnerships? It’s a big question that’s on everyone’s minds. We’re looking for fresh ways to add value to our best customers.

How can you create valuable partnerships? It’s a big question that’s on everyone’s minds. We’re looking for fresh ways to add value to our best customers. 

Much like a personal relationship, a customer partnership works best when you focus on authentic success. If you’re only focused on short-term gains, the partnership won’t survive long term.

In the last few weeks, I’ve found myself having this conversation over and over again. It got me thinking. What are the ways to truly create a lasting valuable partnership?

Here’s what I’ve gleaned from interviewing top sales performers and people who are co-marketing new product features and marketing campaigns.


01. Building One Team

You want your partners to consider you a teammate. What does that mean? A teammate is someone whom you trust. You’re open to sharing ideas. You aren’t hanging out in some side corner waiting for them to leave before you ‘spill the beans.’

I think you know what I’m talking about. 

A while back, I was visiting a client at their factory location. This was before the pandemic, so we were having coffee and chatting. He offered to give me a tour.

I recalled a saying from an old mentor of mine: “Never turn down an offer for a tour.”

Of course, with this in mind, I happily agreed. 

It turned out that the tour was a chance to walk side by side with the Director. He shared their process for innovation, showed samples of their creative work, and invited me into the inner sanctum of their newly designed Center. 

It was eye-opening. 

First, we were walking side-by-side. That’s a chance to never miss. It is a tangible and practical way to become one of the team. Second, I learned a lot about their process. Some were verbal. Much more was non-verbal. 

Third, I listened. I heard a lot. Fourth, I asked questions. I got answers to questions that I never would have gotten sitting at the coffee table. I found out some lurking pains—such as recent fallout with a former consultancy, discord amongst the directors, and concerns about the physical layout of the new Center.

In short, I heard more. I felt more. I saw more. I became one of the team. 

Now, right now this kind of physical walk-around isn’t a viable option. However, there are similar opportunities to become part of the team. Jump onto a zoom call. Go through a presentation. Familiarize yourself with their current reality. Scope out top industry journals. Read up on legislation that could have an impact on their business. 

Use the data and facts to speak directly and openly. Have a conversation that goes deeper into your client’s situation, pain, implication, and needs. 

You’re likely to open up a new field of creativity, ideas, and opportunities.


02. Sharing Your Honest Positive Opinions

One of the best ways to build common ground with your clients is by sharing honest positive opinions. When you start conversations with your customer base, speak about what your partners do best. This shows several things at once.

First, it shows that you’re looking to share partnerships with people who have a lot to offer. You’re not just seeking instant gain and short-term reward. You’re building strong creative relationships for your partners and your customers. This not only is good for your customers and partners, but it also shines a positive light on how you conduct business.

Second, it shows that you are focused on adding value. You are working on their behalf to add value and making connections is how you’re enhancing the quality of work. 

Third, it demonstrates that you’re trustworthy. What you say about other people says more about you than it does about them. By focusing on honest, positive opinions you’re declaring in advance that your clients can expect similar, positive communications about their creative work.

When you share honestly how people can benefit, your customers will get engaged. They’ll recognize the opportunity to work smarter and more innovatively by collaborating. They’ll provide recommendations for collaboration. 

This is a completely different dynamic that furthers everyone towards a common goal of creative collaboration.


03. Listening To Your Customers

I bet your customers are telling you what they want. It shows up as more sales, referrals, and rave reviews. When they’re happy and aligned with partnerships, there’s no question—you know it.

However, it’s not always the case. I bet you’ve had, heard, or witnessed a few different fiascos in your time. Times when you and your partners thought you had the perfect solution for your customers. Times when the truth is told, things bombed. 

Well, there’s only one way to turn this around. 

Start by listening to your customers. Your customers will tell you what they want, what they need, what problems they want to solve, and whom they would value as a collaborative partner. 

It may be tempting to hook up with a big company that has a massive audience, a huge email list, and worldwide exposure. But consider if it’s the right match for your audience. 

It could be exactly the thing your customers will rebel against. They may revolt. In the search to integrate with the big firm, you could prioritize potential profitability for your business…but lose sight of what makes your customers more successful. 

Ultimately, there is one priority. Your customers. Helping them become more successful is your primary job. Consider your customers to be your boss. Ask for validation when considering partnerships. 

Where can you do this?

    • Scour email feedback
    • Check social media comments
    • Read reviews on partner websites
    • Validate with customer service requests
    • Track news media
    • Watch for hot trends

Your customers are speaking. When you listen, you’ll validate partnership solutions. By doing this diligently, you’ll be able to bring tremendous value—to your customers, to your business, and your partner’s business.


04. Co-Marketing

With the validation from your customers, you’re in the right spot. You can work together to co-market new product features. The best part about this? You already know from your work in listening to your customers that this is what your customers want. 

When you’ve got the partnerships validated, you’re working to meet the needs of an expanding customer base. This opens doors for new product features that help people succeed and excel. It also is the launching pad for marketing campaigns that effectively reach your target audiences.


Shaping The Landscape

As we face tremendous changes in our business environment, it’s increasingly important to create valuable partnerships with your best customers. 

With Co-Selling, you can serve your customers' clients best by building their business with warm introductions. Starting with attracting prospects to becoming one team, sharing honest positive opinions, listening to your customers, and co-marketing. In the process—you’ll create valuable partnerships with your best customers.

As you do this, you’ll be naturally developing a powerful network of clients and a powerful network of referrals. With collaborative selling, exploring partnerships, creating new offerings, and making warm introductions to the right people in your industry has never been easier. 

With partnership Co-Selling, you can build and grow authentic valuable relationships. These are the connections that can thrive and expand going forward. If you’re envisioning a creative landscape with collaborative selling, shorter sales cycles, and greater team buy-in—with Co-Selling you’ve got the tools to succeed.


Sum Up

With the shift to collaborative selling, successful businesses are creating valuable partnerships. This is directly shaping the market and realizing significant revenue potential. Partnership Co-Selling is how you can virtually boost sales, expand your network, and create exceptional value.

Using a platform like is the simplest way to get your sales team on board. CoSell is a robust platform that makes it easy and fast to automate and scale collaborative co-selling across sales teams. 

If you’d like to explore how partnership co-selling can help you and your team boost sales and win major clients fast - check out our selection of free eBooks.

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