In business-to-business communication, motivation plays the same role as it does in interactions with people. Motivating with money is foolish and ineffective. Often, one business (A) offers another (B) a “partnership” based on the idea that Business B sells the products or services of Business A and receives a commission for it.
At the same time, those making the offer are puzzled as to why their proposal doesn’t seem appealing to Business B. After all, there are the commissions. All that’s left is to offer the product/service of Business A to each client of Business B, who already exist on their own.
However, the truth of the matter is that if the owners of Business B wanted to engage in any other business besides their own, they would have done so a long time ago. After all, the offer from A sounds like this: “Guys, your business is worthless; you should focus on our business instead.”
Therefore, a simple commission proposal almost never works. And in the remaining cases, almost always, when it comes to “just the commission,” non-market factors come into play, such as tax optimization, changes in effective loan rates, or belonging to the same holding company, meaning it’s no longer “just the commission.”
The client is valuable with their wallet. And businesspeople will go to great lengths to empty the client’s wallet with their product and service, in which they are knowledgeable and from which they earn more, without sharing it with anyone. Business B will be ready to offer a more expensive package, additional options, better service, and so on. And once their imagination runs out, businesspeople will start thinking about what else they can do to share the contents of the wallet.youra client with some other business.
If you want a business to become your sales channel, present your product/service in a way that shows them how it can benefit them. increases their own sales It makes their own clients more loyal to them and increases their value in the eyes of their customers. And the commission? Well, then it might not even need to be paid 😉