Who to work with.
WHAT TO ASSESS
Whether they serve the customers you want to reach Whether their capability is real Whether they are financially stable Their reputation Whether their interests align with yours
WHY ALIGNMENT MATTERS MOST
Partners whose success does not depend on yours will not prioritise it.
WHAT TO ESTABLISH
What they gain, specifically.
WHY
If you cannot articulate their benefit, the arrangement will not be sustained.
WHAT TO VERIFY
That they are what they claim Their actual customer base Their delivery record Their financial position
HOW
References from their existing partners and customers.
WHAT TO ASK THEIR EXISTING PARTNERS
Whether the arrangement produced what was expected How responsive they are What went wrong Whether they would do it again
WHY
It is the most informative research available.
WHAT TO BE CAUTIOUS OF
Partners who could become competitors Partners who want access to your customers more than they offer theirs Partners with reputational problems Partners whose delivery you cannot verify
WHY THE COMPETITOR RISK
Partnership provides access to how you operate, what you charge and who buys from you.
WHAT TO ESTABLISH
What they will learn, and what protection exists.
WHAT TO ASSESS ABOUT CULTURE
How they treat their own customers and staff How they respond when something goes wrong
WHY
Their conduct will be attributed to you.
WHAT TO PREFER
A small arrangement first.
WHY
It tests the relationship at low risk.
WHAT TO AVOID
Committing exclusively before testing.
