The final stage of business relationships is cooperation, which everyone should strive for. It is the amalgamation of shared goals, values and actions, in an environment where both parties understand that doing good for the other benefits themselves as well.
A successful, long running cooperation between two companies can stand the test of uncertainty, and can even prevent one party to look for cheaper alternatives. Well-educated Institutional Communications on both sides is the key to successful Cooperation. Companies can reach this level of relationship by following the following rules laid out by the previous four of the Five Keys of B2B Communications.
Share Knowledge
Organisations should share as much information with their partners as it is feasible. Complementary guidance, helpful tips and tricks are influential tools to differentiate ourselves. Being known as a partner who is advantageous to work with can do wonders for a company’s reputation. It can also strengthen their existing relationships with their associates.
Earn Credibility
Talk the talk, and walk the walk as they say it. If you communicate something back it up, have the proof ready. Create a work culture that promotes credibility and taking responsibility. In truth a large part of earning credibility depends on management.
However having a strong, two-way connection between public relations and management can be beneficial for both departments. Aligned goals and messages lead to realistic expectations and time schedules. Then, the latter two can pave the way to success.
Build Trust
Strive for human, emotional contact with your partners. Assure them about the beneficial nature of your relationship not only by numbers, but with real words. Remind yourselves that there are people on both sides who can rely on each other.
Show Clarity
Be transparent about your work and results with your partners. Also, be straightforward with them, communicate plainly and effectively. Do not try to overplay your success, or downplay your failure. Take credit where it is due, and compliment you partner on doing well.
Doing so will benefit you both by gaining a new perspective on how your company operates. Sometimes mistakes show much more clearly when viewed from the outside. Customer insight is always valuable, even in B2B.
Cooperation is Business is a multi-layered process, that needs time to develop, and regular maintenance on all levels.