Business to Business: Do You Qualify?

In my last blog article, I talked about keys to a good business deal: commitment and reality. Customers need to be committed to marketing, and realistic about what is required to accomplish their goal.

Understanding those characteristics is part of the business relationship known as qualifying. It’s what we do with each other in a transaction: You qualify me to see if I can provide the product or service you need, and I qualify you to make sure that you’re committed to doing what it takes, and spending what it takes, to get the job done.

Often, when a customer comes to us, they are dealing with an urgent problem or concern. Their attention is on the immediate situation. What we try to do is focus on the big picture and determine the underlying problem that needs to be solved. It’s long-term thinking, instead of short-term.

Occasionally, a short-term solution is all that’s necessary—like when a political candidate needs yard signs, for example. They put them out, people vote, and that’s that. Usually, however, long-term thinking is needed. There’s no point in starting a project unless we’re both committed to going all the way with it. And “all the way” might mean more than you’ve imagined. On the other hand, sometimes it may mean less. That’s why we’re here—to help you consider all the angles, all the possibilities.

As a businessman, I’m not paid to think the way you think. It’s my job to try to see things that you don’t, and to bring solutions to the table that you haven’t thought of.

Isn’t it that way with everything? No matter which vendor you’re dealing with, you expect them to come to you with innovative ideas and creative solutions. You qualify them to see if they have what it takes to make you more efficient and cost-effective.

It’s what makes free enterprise such a powerful thing. The best companies are the ones that consistently do great work, at a fair price, while exceeding expectations. The best companies are the ones that qualify to do business with you.

So when I say we qualify one another, it’s a good thing. We kick the tires, so to speak. Take the relationship for a test drive. If we both have what it takes, we’ll end up doing great work together for a long time to come.

Mike Boyd is president of Creative Source, a Canton, Ohio sign company

At Golf Outings, Low Scores Aren't the Only Way to Stand Out

I played in a golf outing recently, and was reminded that sometimes, in order to stand out, you have to fit in.

It was a beautiful day on a beautiful course that is the centerpiece of a prestigious country club. Teams representing businesses and organizations from Ohio and beyond assembled early in the morning to shake off the cobwebs, warm up, and embark on a day of fun, food, and fellowship.

My company sponsored a foursome, and it included colleagues from the sales training, web design, and public relations fields. Other foursomes included the usual list of suspects: bankers, attorneys, accountants, contractors, craftsmen, corporate executives, salespeople, union representatives and more.

Golf outings are held to raise money and awareness. You end up spending most of the day with your group, which makes it easy to miss the big picture. Because outings provide remarkable opportunities for networking, learning and listening.

How many times a year do you have the opportunity to cross paths with so many fellow professionals in such a relaxed, intimate setting? To be honest, golf was the last thing on my mind. I enjoy the game, but I’m no PGA pro. What interested me most was the opportunity to meet and converse with a diverse group of business professionals.

Those opportunities were seemingly few and far between: early in the morning as players arrived; during a lunch break on the turn; in the clubhouse for drinks after our round; and at the dinner that concluded the event. In truth, however, those moments provided me with the chance to interact with others and find out more about their businesses.

It’s not the time for blatant sales pitches. Networking never is. But it’s a great place to meet people, learn about them, and let them know you’re interested.

And that’s the key—showing interest in others. You can’t do that if you’re always off on your own, or hiding in the shadows somewhere, keeping to yourself.  Standout performance is about more than just showing up. It’s important to put yourself right in the middle of the crowd, where you can meet people and truly interact in a social setting.

I’ve written before about how I had to learn to get out into the community and spread the message about Creative Source and our brand. I had to get out of my comfort zone and literally learn to fit in with others.

Golf outings aren’t the only way to do that, but they’re definitely one of the best. If you’re trying to build your brand, look for ways to do it with more than just your work. Participate in community activities, events, and organizations. Look for opportunities to interact with people in the business community on a personal level. In addition to helping others through your participation, you’ll stand out in the minds of your business partners and prospects.

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online.