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The Truth About Technology Partnerships:
How to Build Mutually Respectful Professional Long Term Relationships with Your Technology Partners

Two issues pop up on a regular basis on the forums and lists I regularly peruse. Why do clients make demands that override their consultant's recommendations based on no experience in technology? Why do so many consultants hang out a shingle when all they know is how to use some Web building software with no solid understanding of code, business or marketing expertise? Both sides for some reason are unable or unwilling to look at themselves, their skills and their experience realistically. Why? Simply because they don't have to.

Being in this industry for over 10 years, from before the start by the way, it is clear that it is way too easy for most anyone (clients and consultants alike) to put up a site selling their wares or services. I've experienced just as many "clients" who have no clue about how to run their own business as I have "Web designers" who wouldn't know how to hard code a Web page to save their life.

There is no one qualifying body to determine who knows what they are doing on either side. In this regard, right now the online world is a free-for-all. Yes, there are sites that try to qualify technology providers but I've yet to see one that qualifies the customer so that they acknowledge their responsibility in the process. Even if there were, I doubt many would take the time to check based on my experience being a BBB member in good standing in the past. I received a ton of business during that time frame - not one of which checked my BBB membership status or file.

Clients want to believe it is easy to get rich online, while "Web designers" want to believe it is easy to get rich putting clients online. That in of itself is the main reason why many small businesses (on both sides) make mistakes when it comes to whom to partner with in their online activities. They make the decision to believe the sales pitch provided without checking or verifying credentials, referrals or established examples of what is being offered. What is missing on both sides is good old fashioned due diligence.

Have we forgotten that the history of success is mired in long hours, knowledge and skill acquisition, commitment and sacrifice? Not to mention ethics and integrity in gaining success with honesty. Not by ripping customers off or taking advantage of what you know they don't know or can get away with just to make a buck. Nor should unrealistic customer demands be made for no other reason than they are the customer to bypass what is right and effective.

Heck, who wouldn't want to believe technology offers instant success when faced with the truth of realistic budget requirements, hard work, learning new skills, continuing to learn, strong customer service efforts, spending more and working harder than one was led to believe is necessary by all the overwhelming noise online to the contrary? Is this train of thought human nature? I don't think so. I believe it is directly related to our current cultural attitudes with a combination of level of education, desire to succeed and reality of what is involved, professional savvy and business experience.

• CULTURAL ATTITUDES: Lack of desire to put effort forth into the needed knowledge acquisition abounds while fast, cheap and easy blares from all channels. Results without responsibility. We have effectively devalued time honored business staples. Get rich quick hype saturates every venue while hard work, ethics and commitment are a quiet whisper.
• EDUCATION: Those who have a solid education know what is involved in learning any new skill or profession. Time, costs, commitment, patience and consistency. Learning new skills or information is not simply injected with a hypodermic needle. They realize that they need to make the effort to learn - or they won't. And even more so when online knowledge is the determining power.
• DESIRE TO SUCCEED: Many times compensates for lack of education. Because, although one may not have that alphabet soup after their name and years of college under their belt, their desire to succeed relentlessly pushes them forward in the direction of what they need to know and how to apply it. Desire in of itself is a very powerful motivator for those now reeking of success.
• REALITY OF WHAT IS INVOLVED: HTML, PERL, ASP, XML, PHP, FTP, CGI, SEO, Marketing, Strategizing ... Building a solid online program is so much more than having Web building software. If one does not have a firm understanding of the complexity of what is involved, how can they possibly put a value to it? The answer is they can't and they won't value those skills in others. Those who hang out their shingle without this knowledge, perpetrate the myth that skill acquisition is not necessary.
• PROFESSIONAL SAVVY: Professional relationships need to be nurtured and respected - by both sides. To have one side demand the other compensate for what they don't want to do or make the effort to understand, at no cost, reflects a lack of professionalism. To challenge a recommendation based on no experience or expertise in the other's field reflects a serious lack of professional courtesy. Successful business partnerships demand all parties respect the other's time, experience and reputation.
• BUSINESS EXPERIENCE: Unless one has run their own successful business, how can they possibly know how to run a business online? They can't. Business experience is critical to understanding the variables and deviations that online adds to the picture. No business experience? Then you better hook up with someone who has enough for the two of you or you will fail online. This is business and there is no "solution" that negates that fact.

Since there is so much information available, it behooves each business person to find a consultant they can trust and rely on to give them the truth and reality of what is required to succeed online. That is what everyone wants right - the truth? That said, I have caught myself wondering as of late if folks really do want the truth vs. the fantasy world of hype.

Technology consultants need to make their clients aware of the truth and reality of what is required from a business point of view to succeed online - even if that means they don't land every contract or keep every overly-demanding client. They need to listen carefully to their client's goals and then set detailed realistic expectations moving forward. Consultants who practice this methodology know those prospective clients that don't appreciate their honesty and experience are generally those coincidentally lean on profit margins.

Clients shouldn't believe everything they read online or hear off-line - regardless of how tempting the hype may be. If it sounds too good to be true, believe me - it is. Clients need to also understand, that simply by paying their invoice doesn't translate to the "client is always right" or that they can make unreasonable demands of their partner's time and resources. Questions asked requiring answers and/or advice based on experience or expertise is called "consulting" - be willing to pay for that valuable insight.

It takes a rare combination of business savvy client with seasoned experienced consultant to form that all so necessary long-term partnership that is required for both sides to benefit. Technology is changing and evolving every day. Each side should feel comfortable to offer/exchange/recommend based on new variables and trends that will arise.

Both sides need to have healthy levels of expertise in their respective fields to guide the other and an openness to know they don't know it all and can learn from each other. If the relationship is built on one side expected to completely surrender to the other, it won't benefit either. Like in a marriage, each side needs to listen to the other and be honest about expectations and needs in order to build the trust necessary for a long term relationship. It isn't one sided simply because one partner is called a "customer".

The bottom line is each side needs to do their due diligence. Consultants need to ensure they only take on those clients they know fit well with their methodology and that they can help to reach realistic goals. Clients then need to realize that if this were all so easy, everyone would be succeeding - and we all know that is certainly not the case. They need to not minimize their consultants' expertise just because the recommendations made seem challenging or require they gain new knowledge or skills.

Regardless of what side of the technology partnership a business is on, both need to trust in the other's expertise. Sometimes a dose of blind trust will be in order if you are outside your relm of expertise. Do your due diligence, ask questions and treat the other side with respect and you will find the path to ROI is a road much easier travelled with good partners at your side.

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