Are you making a sale or fostering a relationship?
The catalyst for this post is an email I received a couple of days ago in relation to my “day” job.
We have a client based in the northern U.S. who own and operate some electricity generation plants. We picked them up as a client almost by accident; we attended a conference with assumptions that were way off base, but we walked away with a (then prospective) client as a result. We’ve now been working together for a couple of years, and while they aren’t a huge revenue source for us, we’ve built a great rapport.
Last week our client contact sent an email to confirm that our most recent invoice was being processed. This was followed by what could best be described as a love letter, extolling how our two cultures were a great fit and that we’d be their first stop for any future custom software development.
My first reaction to the note was “well of course we’ve been focused on your needs, why wouldn’t we work that way?” Having given it some thought, it seems clear that there are two business models in play here. Our objective has been to develop relationships with our clients. We get to know the players, learn about their business and needs, and come up with solutions designed to target their particular environment. We don’t claim to be experts at everything, but we’re very good at what we do and we have some accrued technical knowledge that we can apply to a business problem to better serve our clients.
Right now we’re working for our client on a project with another technology partner, and their focus is different. They are selling a prepackaged solution to our client and applying some customizations to it (we’re integrating various data feeds into their system). The other vendor may not see the same future with our client as we do, as their business revolves around their existent product – once it’s installed and customized, they’re done and their major association with the purchaser is over.
Neither model is “right” in the sense that one is superior to the other. Both work for the business models they support. However, I prefer creating a situation where my clients want to do business with me again in the future, and sometimes that’s lost in the short-term thinking that can be associated with a sales-driven mindset.