Forging mutually beneficial relationships is the key to business and social success according to Prof. Colin Coulson-Thomas, author of ‘Winning Companies; Winning People’. Speaking at the 17th World Congress on Total Quality in Kolkata, India he called for greater engagement with stakeholders in order to reconcile individual and collective interests and achieve both commercial success and personal fulfilment.
The Professor’s research has identified critical success factors and what high performers or ‘winners’ do differently in areas such as winning business and building relationships. The findings - summarised in Coulson-Thomas’
Winners are more willing to work with colleagues and are more likely to co-operate with compatible and complementary interests. According to Coulson-Thomas, “Winners see and seek the advantages of collaboration. Engaging with others enables them to learn and develop, offer a wider range of services to their customers, and pursue a broader range of opportunities.”
The research suggests winners are usually more receptive to approaches from others. The Professor finds: “Many high performers are open to new ideas, and welcome suggestions for improvements and innovation. They actively search for potential business partners and explore possibilities for joint initiatives.”
Coulson-Thomas stresses that “Winners do not mind the confrontation and argument that often precedes mutual respect and a meeting of minds. They endeavour to find common ground, resolve conflicts and promote shared interests.”
The investigation at the University of Lincoln finds winners work hard at reaping the benefits of co-operation. The Professor reveals: “They establish and regularly review collaborative processes and practices. They clarify ownership of customers, prevent poaching and protect intellectual property.”
Winners are realists. Coulson-Thomas explains: “They recognise that to grow and deepen relationships should be acceptable and mutually beneficial to all the parties involved. When negotiating, they instinctively look for ‘win-win’ outcomes.”
Winners also commit. Coulson-Thomas suggests: “They become involved. They encourage open and frank discussion. They are flexible and prepared to do things differently to accommodate particular and legitimate interests. They are also not ‘fair weather friends’. They can be relied upon in crisis situations.”
Absence of tensions may indicate a lack of ambition. The Professor warns: “Quiet organizations may be asleep. Pushing the boundaries of what is possible may provoke confrontation between those favouring the status quo and those who desire to move on.”
Lively discussion, informed debate, a willingness to challenge, even confrontation is sometimes desirable. According to Coulson-Thomas, “It can prevent complacency, spur innovation and lead to higher performance. Disputes are usually better in the open - where efforts can be made to resolve them. Companies should encourage customers and partners to raise concerns, express viewpoints, explore issues, reconcile opinions and share learning.”
Companies can now assess their own approaches to building relationships with customers. The research team can generate bespoke benchmarking reports for companies that would like to compare their practices with their peers and high performing winners. Details of these and other services can be obtained by Tel: +44 (0) 1733 361 149 or from www.cctequiteq.com
*‘Winning Companies; Winning People, the differing approaches of winners and losers’ by Colin Coulson-Thomas (ISBN 1-904235-58-
Details of reports presenting critical success factors and winning ways identified by the Winning Companies; Winning People research programme and related bespoke benchmarking reports and workshops can be obtained from Prof. Colin Coulson-Thomas via +44 (0)1733 361 149 or from www.ntwkfirm.com/
Professor Colin Coulson-Thomas has advised over 100 boards on improving board and/or corporate performance, reviewed the business development processes and practices of over 100 companies and spoken at over 200 major conferences in some 35 countries. He is the author of over 30 books and reports and can be contacted by Tel: + 44 (0) 1733 361 149 and via www.coulson-
