We talk frequently about raising the value of brand-vendor relationships.
The idea to move away from transactional relationships and towards true partnerships with higher trust and some shared risk.
Even better, is when a vendor can become a pioneer and share new insights and innovations with the brand.
But, in doing so, we have to think about taking an elevator rather than taking an escalator to raise the relational value.
Here’s why…
With an escalator: there’s only one destination, you’ll have a hard time abandoning the ride up, maybe the destination is too high or even too low!
With an elevator: you have choices, you don’t have to go all the way to the top (just getting out of the basement might be valuable enough), you can abandon the ride more easily and take more cargo along if required.
And with an elevator, if the relationship needs to be completely discarded, hit the button to get to where the disposal room is and out it goes.
