Business Relationship Marriage Metaphors

Overview

The Marriage Metaphor

•  The marriage or marital metaphor arose from three consultative projects completed in 1989-1990, all done with manufacturers selling B2B. Reference: Joseph Sperry 21/1/1993

•  This has been adapted as metaphors to describe five possible states of marriage that could equally apply to business relationships today.

One Night Stand Theory

! Manufacturer and customer enter into a one to one relationship encounter that does not last long

!  Low involvement and commitment !  Little loyalty ! Sometimes can lead to neurotic

relationships ! All things must pass “George

Harrison’s first solo album after Beatles break-up.

Courtship Theory

! Early stages of building manufacturer customer relationship

! Getting to know each other ! Building trust and commitment ! Relationship building is a

costly procedure - not to be entered into lightly

Marriage Theory

!  Both manufacturer and customer are ready for commitment.

!  Good fit between both manufacturers and customers strengths, weaknesses and expectations.

!  Relationship has "  Trust "  Communication "  Commitment "  Common Goals "  Incentives

Retention Theory

! Both manufacturer and customer have shared goals

! Adaptive to each others needs.

! High levels of trust and commitment

! Positive and frequent communication exchange between both parties to resolve indifferences and conflicts that may arise.

Separation Theory

! Manufacturer and customer infrequent communication exchange.

! Blame game – “Its your fault not mine”

! Real or imaginary conflicts take hold.

!  Lack of trust and commitment to resolve conflicts.

You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

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