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C-Suite Success: Build "Ships" to Last a Lifetime
November 21, 2008
By Krista Moore
I often hear sales leaders talking about their business as being a "relationship business." We would like to think that our relationships with our suppliers, customers and employees are what make the difference between a successful company and one that is not growing.
I'd like to challenge everyone's thinking and propose that it's not just because you have these relationships that your business will prosper, but that you continuously nurture them. If you intentionally, deliberately and proactively work on building your "ships"—partnerships and relationships, that is—you will have personal and professional growth.
But ships need to be solid and purposeful, so let's explore what that really means and discover how you can build your ships to last a lifetime.
PartnerShips
• Understand the other person. What are their needs and their circumstances?
Ask questions, listen and find out what is happening in their business, not just what is new and important with yours. Really understand the other's wants and needs. Just because a customer has been with you for a long time, that does not make it the determining factor of a great partnership. It is the quality of understanding in what each other wants and needs and that together, you are working toward a common goal, with a purpose.
• Reciprocity. This is an important word. You need to reciprocate, since a partnership is not just one sided. If you have a partnership, but feel like the other party is not holding up their end of the bargain, then there is no reciprocity. A partnership should not feel unfair. Perhaps you need to outline clear expectations for each others' actions.
• Execute with care, trust and integrity. Typically a partnership is an agreement where something is getting executed, implemented or accomplished. Care, trust and integrity are the foundations and will ensure you execute your agreement better and faster.
• Exceed the other's expectations. Sometimes in a partnership you might feel that you’ve given it all you've got. Both parties need to always try and exceed what is expected. Then no one gets complacent or taken for granted. Remember, the number one reason customers leave is because they feel undervalued or ignored—not price.
RelationShips
• Know your role and your purpose in the relationship. Whether you are a father, grandfather, mom, boss or employee, you play a role and should be very clear on what that role is and your purpose. As a business owner or sales manager, your role is to create and share your vision, build a business plan and get results through others. Your employees are looking to you to be the "fearless leader." Are you playing that role?
• What value do you bring? Ask yourself, "What value do I bring to this relationship and what areas do I need to work on?" If you do not bring value to the other person, then there may not be a purpose or need for your relationship.
• Empathy, understanding and an emotional connection. Empathy is to recognize, perceive and feel directly the emotion of another person. This is difficult and I often coach around thinking with your head, heart and gut, so you can begin to understand, put yourself in their shoes and feel the power of that emotional connection. You will make better decisions.
• Constantly work on it. Like any successful marriage, it takes constant attention and work. Where I often see relationships fail are between managers and their employees. The expectations are not clear; they leave well enough alone and may not recognize their responsibility to continuously develop that relationship to create loyalty.
Many of the focus areas for "ship building" may sound similar. But the key is creating sustainable, loyal ships with customers, business partners and employees. Consider the following:
• Continuously show you CARE
• Demonstrate TRUST
• Exceed EXPECTATIONS
• Ensure RECIPROCITY
So I ask you, "What do your ships look like?"
Take a moment and consider one or two very important relationships and partnerships. How can you make your ship better, stronger, more meaningful? What can you do different, to build your ships so they are purposeful and solid and strong enough to last a lifetime?
Columnist's Note: To receive a complimentary Shipbuilding Guide go to www.buildyourships.com.
S&MM online columnist Krista Moore is President of K.Coaching, LLC, an executive coaching and consulting practice that has helped literally hundreds of sales executives and leaders reach their full potential and strengthen key business partnerships.
For more information and free resources on ShipBuilding, go to www.buildyourships.com or find out more about K.Coaching at www.kcoaching.com.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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