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The word “partner” gets thrown around a lot within e-commerce circles. I think we’re long overdue for reality in the terms we give to folks we regularly work with.
Partnership often becomes a euphemism for a company trying to get something from you (often money and/or leads) to benefit their organization. Sometimes they’ll give something in return, which approaches the minimum quid pro quo a traditional partnership seems to require. Other times you’re made to feel that your main benefit is simply being able to call yourself a partner.
If you really want to test the partnership, watch how the other party behaves when a particular problem occurs. If their first recourse is to throw you under the bus without the courtesy of a conversation, that shows they’re only looking out for themselves. Oftentimes, it’s one person within the organization trying to preserve their job and reputation, but it usually reveals a weakness in the general company culture.
A real partnership looks out for the other partner. You want them to succeed as much as you because you’re, you know, partners. Their successes are your successes, and yes—their problems are also your problems. The minute you say, “That’s their problem,” you’ve just voided out your “Preferred Partner” status.
Think about the companies you work with—partner with—and count how many are actively invested in helping you succeed versus the ones that simply want something from you. Odds are, there aren’t that many. However, before we get too indignant, remember the old proverb:
“A man who has friends must himself be friendly.”
If we really want to attract good partners, we must first be great partners. The good ones will see a genuine company and recognize it immediately. We may have been let down by giving without return before, but you just keep giving.
If you ever stop, you’re likely to miss out on some truly wonderful experiences that benefit not only the partners but their mutual customers. When you begin to solve their problems—together—that’s when partnerships become powerful.
There really are two types of people in the world, and by extension, two types of companies: givers and takers. True partners are givers, and givers always gain. Takers? They can never take enough without ever really being satisfied. When they’ve used up the perceived value of one “partner,” they move on to the next one.
There’s absolutely nothing wrong with trying to make a buck, especially if you offer a service, or product in return—but that’s a bit different from being a “partner.”
In the end, some people take what they can because they fear no one else will help them if they don’t. Fortunately, there are real partners out there that first look out for the needs of others.
Somehow—always—their own needs are taken care of in the process. I’m thankful for the real partners my company gets to work with daily, and I hope they feel the same about our organization.