Building Business Relationships

Are you struggling to create and keep profitable customers? Columns for Sales and Marketing Management who wants to build business relationships.
Thursday, August 21, 2003

Stay focused on your core business

Boeing's anti spam spin off takes flight. The aerospace giant launches its anti spam spin off, MessageGate, a commercialized version of the software the company uses internally to fight unsolicited email. [CNET]

While Boeing is involved with custom software development projects for the military, and many government contractors regularly seek commercially viable products, spinning off their new anti spam software is a smart decision.

From aerospace to spam blocking

Often companies try run with commercially viable products that aren't specifically oriented to their customer base only to fail. Boeings approach to create a subsidiary organization does the following:

  1. Gives them an opportunity in an industry that can generate leads for their core business,
  2. Provides a partner company that can enhance existing efforts in existing network engineering contracts,
  3. Isolates the risk in a separate organization protecting the core business from dilution,
  4. Maintain brand focus on their core business, protecting current relationship investments,
  5. Provides a great publicity channel because the launch is a newsworthy event,
  6. Draws attention away from current legal battles toward a common concern for commercial businesses,

This spin-off provides another tool to rebuild the relationship damaged produced by their illegally used documents obtained from rival Lockheed Martin. This diversification in a separate unit may sure up some market open left open to rivals Lockheed and the Pentagon's best kept secret SAIC. With General Dynamics recent acquisition of Veridian more rivals are on the way and Boeing will need all the help it can get. I've worked with all five of these companies and their competitive nature is insane.

Before you take advantage of a new opportunity or launch an internal project, look at what it contributes to your core business.  If it doesn't significantly enhance what your customer see you as now, then by all means, spin the project off. You can always acquire it in the future, but more often it's more profitable as a separate group.

Justin Hitt, with over 10 years of experience in business to business executive relationships and strategic business intelligence; has reduced costs and improve customer loyalty for professional services and numerous other technology companies. Call +1 (877) 207-3798 or visit his website at

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10 Books that will Bring you Closer to your Best Customers. Various marketing, direct response and copywriting books to help you identify and extract profitable customers. [ Listmania!]

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What does your message mean to customers?

Recognition of a pitch: Branding. In So much for branding Seth comments on an article about how irrelevant branding can be in today's over-advertised world. [inluminent]

The message you share with your customers should guide your employees and draw out the most qualified customers.  It should identify your organization with the unique reason to do business with your company. Your message should clearly identify your business in the mind of buyers.

Often the message we share, elevator pitch, or mission statement doesn't have meaning to anyone but a select group of insiders-- which it virtually useless to advancing your products. This message is a pitch that summarizes your entire organizations purpose.

Staying in the minds of your prospective and existing customers is part of building strong profitable relationships.  When you are recognized by others you gain credibility. Do you remember those people important in your life?

The message you share with customers should provide them the unique benefit of doing business with you.   This reason to buy is delivered in a short focused statement. A message for your company to embrace-- but a waste of time if not meaningful to the customer.

The Center for Strategic Relations message is that we help executives build stronger business relationships-- but even that isn't strong enough. A more powerful statement, one that gives readers a full understanding of the value provided is "To help executives ethically turn business relationships into sustainable profits."  Which statement provides the specific value to the target reader?

Read more about elevator pitches, mission statements, and branding in the following resources:

Justin Hitt teaches executives strategies to improve business relationships that can increase revenues while reducing costs of service. Publisher of Inside Strategic Relations, a twice-monthly newsletter.

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Last update: 04/08/2004; 2:34:25 PM.

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