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Help me, help you: The nature of B2B relationships

We all hope it won’t happen to us, but imagine it does: you’re getting sued. You research and then hire an attorney to handle your case. Chances are, you would be highly motivated to give that attorney all the information and support needed so you would win the case. You wouldn’t be likely to sit back and reason that since you hired an expert, you shouldn’t have to do anything else—that’s the way to lose a lawsuit. We hire experts and consultants to aid us in our ongoing efforts and to teach us a better way of doing these things going forward.

Personal responsibility plays a large role in the success of any business. As a social media consultant for The LMC Group, often I am not physically on site with the clients I support, and without a two-way partnership with our clients, there would be limitations to the amount of service and support we can provide. For instance, if a client wants to run a social media campaign, our first step is holding a meeting to identify goals, set key performance indicators (KPIs), define success, and share useful links and special codes. We'd also need to decide what the marketing materials will look like, what the messaging will be, and what audience we will target, among other things. Sure, we can develop your content and social media presence in a bubble, but you are going to get a lot more out of our support if we work on it together.

It’s the same with all B2B interactions. When Chauffeur Driven puts on a tradeshow, they fulfill their end of the deal by providing a fun, interactive, and informative environment to encourage networking and education. It is then up to the attendees to make the most of their time by going to events, bringing business cards, and putting themselves out there to fellow attendees. Attendees can be proactive by connecting with speakers before the event, posting to the Limo groups to see what after-hours networking will be taking place, or even by sponsoring portions of the show. If attendees were to purchase a ticket to the show, book their hotel and flight, then go to the show and spend the entire time in the pool – well, that would be silly, now wouldn’t it?

As an operator, you are tasked with not only providing a service but also an experience. If your clients miss their flight, change destination details, add an unexpected fifth passenger when the vehicle size only accommodates four passengers, that lack of communication will impact their experience negatively. Some clients might even blame you!

The goal is to maximize the amount of money you are spending by helping those you partner with help you. When you purchase services from a company, take the proactive approach by asking yourself what you need to do or provide to gain the most benefit from services rendered. Believe it or not, many clients contact The LMC Group for social media services because they understand social media is a necessity for their businesses’ success, but they don’t want anything to do with it. We help our clients get their best results when we can coordinate efforts between myself and a main contact within the company who is able to make executive decisions and when we receive full support from staff members willing to engage with their company across social platforms.

As business owners and service providers, our clients’ success and good experience impacts our own success and good experience. Let’s work together, no matter which end of the deal you are on.

If you'd like to talk to Aleja about your Social Media needs, she can be reached at

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