The name actually derives from a moment when our Director was speaking to us in a group setting and he slipped up on the word "customer" and it came out "trustomer." It was a simple thing, we all do it, but I thought to myself, "What a fantastic slip... That's exactly what our partners are!"
In alliances the currency we deal in is trust.
In sales you are exchanging goods and services for cash, or you are trading them for other goods and services. Ultimately, you are working toward a stronger bottom line and healthy free cash flow. If you ask any business owner they will tell you that cash is king.
With our internal customers we are exchanging things such as: time, ideas, and influence. We are on the same team and we do everything we can to row in the same direction and help the company to thrive.
But, when it comes to our partners, trust is king. We aren't inherently on the same team. There is always a threat that partnership can break down or someone could walk out. If one side ceases to derive a benefit from the relationship, it can change. Most partnerships exist in a tenuous state, unfortunately, and without trust they will dissolve.
So, remember this and always strive to build trust with your partners. Here are a few basic things to keep top-of-mind when strengthening your alliances:
