Marketing and Conflict. What’s the Connection?

Today I attended a great early morning training entitled True Lies: Five Ways to Get Real About Landing Large Accounts.  It focused on getting rid of the myths about small companies doing business with large companies.

The four panelists and moderator reminded us to be willing to develop relationships in a long-term process; find out why the customer is buying and what they truly need; and to be willing to negotiate through conversation.  The expert details of their rich content made these familiar ideas come alive and I was completely in learner mode. Yet, I was brought briefly into “expert” mode when the moderator called on me for a “sound byte” about how negotiation is traditionally thought of in this country.

 “As a battle,” I replied. “That’s the code.” 

Jeanette Nyden, one of the three panelists and a lawyer who helps business people make better deals at the bargaining table, echoed my sentiments by re-emphasizing the importance of building relationships—which is the opposite of declaring war on each other.

Right now on my bookshelf, I have a copy of Guerrilla Marketing for Consultants.  There is a lot of good stuff in there.  Ironically, much of it is about building relationships and trust.  My point is that mixed metaphors confuse our brains and our behavior.  I have personally felt the sting of “relationship” marketing that felt like I was a “target.”

Please share your thoughts and experiences on this one.

If you are in the greater Seattle area, check out the True Lies Full Day Conference on Thursday, November 6, 2008 at the World Trade Center, Seattle. It will be co-presented by J. Nyden and Company, Tsuluwerks and Performa Business Development.