Many times when software companies are selling to new prospects they speak of forming a partnership between the two companies. But what does that really mean? I had the opportunity to meet with some customers recently and was able to discuss with them what they looked for in a successful software vendor relationship.
Develop mutual trust
The first thing customers want is a good personal relationship and a feeling of mutual trust. I find that the best way to start a successful relationship is to have a face to face meeting at the beginning of working together to define that relationship. This includes defining a communication plan, who to communicate to, and when. Defining what kind of information will be shared amongst the two parties. But most importantly, develop a personal rapport with the customer.
Listen
Listening is critical. Customers want to work with people who will listen to them. Listen to them about their business, where it is headed, and how it impacts the use of software. Many times this means that the customer will request enhancements to the software. Most software companies have mechanisms to allow customers to request product enhancements. However, a customer not only wants the ability to request a product enhancement, but also work with the software company on defining use cases to ensure the requirements are met. Most importantly, the software company must provide status of product enhancement requests. Nothing frustrates a customer more than spending the time to request enhancements but never to hear anything back. In a true partnership there will be regular communication between the software company and the customer to understand and communicate on product roadmap, customer business needs and how the two can work together to accomplish goals.
Both companies must also listen to each other when they need help. Customers need to feel that if they ask for help that someone will listen. I don’t think they expect they will necessarily get everything they want, but they expect a partner will make every best effort to help them to the best of their ability. If a customer feels like their vendor never responds to any requests for help they will likely look to replace that vendor with one who will help them when required. Conversely, when the software vendor needs help with references or case studies or something to that affect, they should be able to ask their customers for help.
Be flexible
Customers also expect their software vendors to be flexible. If the relationship isn’t working, be flexible to change the terms. This could be developing relationships with new people at the customer or vendor. It could also mean changing the commercial terms, but really what it means is that customers want the vendor to listen to their problems and adjust the terms to help them. Customers also need to be flexible with the vendor. Occasionally the vendor may need to ask favors of the customer. Customers are much more willing to help the vendor if there is mutual trust and if the vendor has listened and helped the customer in the past.
I do believe software vendors and customers can form true partnerships based on trust and mutual listening. The key is for both parties to work on the relationship and be there for each other when required. What has been your relationship with your software vendors? What can they do better to help you? I am always looking for ways to improve relationships and would love to hear your suggestions.
