SquiggleThink: How a partnering approach works in B2B sales

What if your business partnerships could unlock new markets and elevate your marketing efforts?

On this episode of the SquiggleThink mini series we discuss the true essence of strategic partnerships for business growth.

Paul Fernandez, Co-Founder of The Growth Guys, shares his company’s transformative journey, moving from traditional direct response marketing to a partnership-focused strategy that achieved remarkable success. 

Discover how setting strategic goals, identifying partners with the right audience, and crafting bespoke packages can create win-win scenarios that drive growth and open doors to new opportunities.

We also discuss the concept of Partnering Intelligence (PQ), a groundbreaking idea rooted in research. PQ emphasises the necessity of people skills in forming effective business alliances and underscores a collaborative approach in sales.

We discuss how adopting a partnership mindset can amplify sales effectiveness, particularly in B2B contexts where solving customer problems often requires a joint effort.

The Trust Equation comes into play here, highlighting the importance of credibility, reliability, and intimacy, above self-orientation in building strong client relationships.

Finally, we explore the essential elements of sales success, including the surprising role of humour in building connections and the importance of transparency and interdependence.

We stress the significance of a win-win focus for sustainability, and how embracing change can guide salespeople through uncertain times.

Plus, we touch on the critical synergy between sales and marketing teams in preparing for partnership discussions and crafting effective communication strategies.

Don’t miss a preview on our next topic on the art of crafting impactful communications!

--------- EPISODE CHAPTERS  ---------

(0:00:00) - Strategic Partnerships for Business Growth

Nature's partnerships require understanding, strategic goals, and bespoke packages to access new markets and enhance marketing efforts.

(0:12:55) - Developing Trust and Collaborative Sales

Partnering Intelligence (PQ) and the Trust Equation are crucial in sales, emphasising collaboration and trust-building for effective partnerships.

(0:20:27) - Essential Elements of Sales Success

Humour in sales creates connection, win-win focus and transparency build trust, and embracing change is critical for success.

(0:34:05) - Partnerships and Communication Strategy

Sales and marketing teams must collaborate for successful partnership conversations, with effective collateral and communication strategies.

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