In small business, building strong relationships with contractors, vendors, service providers, and other companies you work with can be invaluable. However, it’s not uncommon for small to medium businesses to “skip” over this step. They may not emphasize these professional relationships or make the most out of these connections outside of “doing business.”
For example, if you’re a dental professional with your own office, building a strong relationship with your insurance providers can make a difference. You can create a rapport with those handling your account. When you have questions about your dental malpractice insurance, you can reach out and know you’ll get a response. Here are a few ways your business can build and maintain stronger B2B relationships.
Proactive, Timely Communication
In any relationship, personal or professional, communication is vital. In the small-to-medium-sized business space, proactive and timely communication can be essential to building relationships. It can be as simple as responding to an email within a few minutes of receiving it or having staff ready to take calls as they come in.
One common pain point in B2B is lagging communication. Being proactive and available, even when it’s challenging, can keep relationships strong. It also helps build trust. Let’s go back to the insurance example. When your dentists malpractice insurance provider responds to your email or takes your call quickly, that’s a good feeling. Don’t forget to emulate this for your own customer, too.
Recognize Wins and Express Your Thanks
Even between businesses, gratitude goes a long way. It’s another way to forge strong B2B relationships, build trust, and create lasting relationships. Expressing gratitude can be as simple as saying “thanks” to the other businesses and professionals you work with. However, if you really want to foster strong B2B relationships, it might be time to shift from the professional to the personal.
That can mean recognizing the wins and milestones of those you work with in other organizations. Even in B2B, relationships are built person-to-person. Have a vendor celebrating an anniversary? Why not send them a card with a voucher for a local restaurant? Is your go-to financial planner having a baby? Send them something on their baby shower registry. The list of possibilities goes on. It comes down to being proactive and going beyond the boundaries of just “doing business.”
B2B Relationships Are a Two-Way Street
Much like communication, another key to building strong relationships is recognizing that it’s a two-way street. If you’re putting all the effort into the relationship, it can put a strain on that relationship. It’s unsustainable. Wouldn’t you want to be in a relationship with other businesses that care as much as you do?
What does that mean, though? It can look like a lot of different things. Once again, coming back to the insurer example, wouldn’t you want your medical or nursing malpractice insurance provider to communicate quickly and with care to foster the relationship they have with you? When you reach out with a question and they provide a thoughtful response, it once again builds trust and can assure that you made the right decision in working with them.
Original Source: https://bit.ly/3LDDPxs
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