7 PROFILES OF BUSINESS PARTNERS

There is no one-size-fits-all or cookie cutter when it comes to the profile of business partners.  They come in all shapes and sizes, temperament and behaviour.  You may love some, hate most or develop love-hate relationship with them. 

Here are 7 commonly seen profiles of business partners.  It is by no means exhaustive. 

1.         The Blue-Eyed Boy

You named him as the best partner ever.  Visionary, suave, charismatic and always meeting targets, if not nearly always.  He is well adored not just by the principals but peers and customers alike.  You respect his wisdom, rely on his professionalism to influence others.  Unfortunately, there is probably just one of him in your entire network of business partners. 

2.         The Empty Vessel

He talks big!  How well he is connected, how much he knows, how much he can grow the business.  But has never once met the target and he would have a long list of reasons behind that.  He frequently over promises and under delivers. 

3.         The Bargain Hunter

He haggles over everything, every cent.  Whatever discounts, rebates, incentives you offer, they are never enough.  He wants more.  Whatever terms you state, he will half the amount.  Half the price, half the royalty, half the annual quota, half the initial fee.  He is never satisfied.  The positive side is that while he is a tough negotiator, he usually delivers his commitment.

4.         The Uppity-Up

You can never be right.  Mr Uppity-Up is always right.  He disagrees with everything you say, often citing ‘You do not know our market well’.  He is philosophical and has inflated ego.  No matter how well you do, you will probably get only a 5 out of 10 pass rating at best. 

5.         My Way Or The Highway

He is likely to be very powerful and influential.  He is somebody.  He has many offers going after him.  He doesn’t need you.  But if you would like to work with him, it’s all about his terms.  

6.         The Trooper

The sweetest partner you can ask for.  He diligently trails behind you, doing everything that you ask him to.  He is obedient and committed.  He supports you in everything you implement.  The only blemish is that while he tries very hard, he may not always achieve the target.  You are caught in a dilemma as he is too nice for you to terminate the contract even if he does not deliver. 

7.         The Emo

He is your best friend when things are rosy.  But when you have a serious topic to bring to the table, he will be visibly upset, may possibly hyperventilate and even breakdown.  He makes you look like the big bully.  He uses emotions to gain the advantage.  He expects a lot from you.

Ultimately, business partners come in different profiles just like you and I.  The key to successful partnership is to show respect and always think win-win. 

Do you have more profiles to add or tell us which profile(s) you have seen in your network. 

To read up on new brand partnership opportunities, click here.

About the Author, Yin-Yin Yeo

Yin has a deep passion for markets, in particular, relating to foodservice, automotive, specialty chemicals and digital. Stemming from her two decades of senior leadership roles with MNCs, SME and government agency, Yin specializes in international business, general management (commercial), growth strategies and M&A operations. Her career has taken her to over 20 countries where she spent her time living and working in key cities of Singapore, Shanghai, Beijing, Shenzhen, Tokyo and Dubai.  This article is personal to the author and does not form any part of corporate or academic views.