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JULY 2012





Sales Corner / Total Organizational Partnering for Your Success
by Ed Rigsbee, CSP {short description of image}

Are you tired of adversary business relationships draining your energy? If so, it's time to consider a new way of conducting business. In this, and in future articles, my goal is to share with you the Power of Partnering. Partnering, as I define it, is the process of two or more entities coming together to create synergistic solutions to their mutual challenges. To adopt Total Organizational Partnering as your management strategy, you'll need to understand the Partnering Pentad (group of five). To give you a visual, see in your mind a five-leg star and each of the areas below represent a leg.

1. The Synergistic Alliance is what many consider Partnering and simply stop here. This is the leg of your business where you develop external alliances with others. These could include: purchasing, R&D, manufacturing, employee sharing, distribution, marketing, advertising and the list continues. By sharing your core strengths with others and theirs with you, both can create an environment of synergy.
2. Partnering with your suppliers is essential for companies wanting just-in-time manufacturing (JIT) and electronic data interchange (EDI). I frequently hear suppliers making this comment about their customers, "They're talking marriage but acting one night stand." Whether you're a dealer, distributor, or manufacturer, you had better start developing long-term relationships.

3. Partnering with your customers is the leg of outward focus. You must be customer/market driven rather than product/service driven to understand what your customers want. Your customers will spend if they feel they're receiving good value. This is crucial if you are interested in Integrated Supply.

4. Partnering with your employees, to many businesses is a non-issue, meaning that they don't. If you want your employees to have Emotional Ownership in the success of your business, you must create a climate of empowerment for them. Empowerment means giving authority and encouragement. Then, employees will accept the responsibility.
5. You, the Owner or Executive as the Optimal Partner. This is the final and arguably, the most important leg. Not from the perspective that all revolves around you, but rather that you determine your company's culture. The coveted center of the star you are visualizing is reserved for the relationships that bind all the legs of the Partnering Pentad.

Adapted from PartnerShift-How to Profit from the Partnering Trend by Ed Rigsbee, CSP, published by John Wiley & Sons, New York, October 2000. All of Rigsbee's books are available from Amazon.com.

Ed Rigsbee, CSP is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering and has over 1,500 published articles to his credit. Ed travels internationally to deliver strategic alliance keynotes and workshops. He can be reached at 800-839-1520, ed@rigsbee.com or visit www.rigsbee.com. DC



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