Communicating Value to Potential Partners

If you’re reaching out to partners with a pitch focused solely on your product, you’re missing the mark. Partners want to know how working with you benefits their customers and strengthens their own offerings. Here’s what they actually care about: 1. Customer Impact Partners need to understand how your solution solves specific customer pain points. How does it improve efficiency, reduce costs, or create a better experience? Show them the results they can expect when they bring your product to their customers. 2. Revenue Opportunities Partners are businesses, too. Demonstrate the revenue potential of your partnership with clear data and examples. Will partnering with you help them increase customer retention, expand their services, or access new markets? Spell it out. 3. Long-Term Value and Support Partners want to feel confident that you’ll be there for the long haul. Offer a clear outline of the resources, training, and support they’ll receive, and share a roadmap that aligns with their growth goals. Building confidence in your commitment is just as important as the product itself. If you want a strong, engaged partner, focus on how your partnership creates shared success and meaningful value. Lead with impact, not product specs.

𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐫𝐨𝐦 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 𝐀𝐜𝐫𝐨𝐬𝐬 𝐂𝐚𝐫𝐫𝐢𝐞𝐫 𝐚𝐧𝐝 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧 𝐏𝐫𝐨𝐯𝐢𝐝𝐞𝐫𝐬 I continue to hear feedback from the carrier side of the industry regarding confusion with solution provider offerings. Having worked on both the carrier and solution provider sides of the insurance industry, I've seen firsthand the misunderstandings and missed opportunities that arise when each side doesn’t fully grasp the other’s goals, challenges, and unique solutions. One of the biggest challenges facing solution providers is clarifying their unique value proposition to carriers. Here’s a quick playbook for solution providers aiming to close that gap: 𝐊𝐧𝐨𝐰 𝐘𝐨𝐮𝐫 𝐂𝐚𝐫𝐫𝐢𝐞𝐫’𝐬 𝐏𝐚𝐢𝐧 𝐏𝐨𝐢𝐧𝐭𝐬 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 𝐏𝐢𝐭𝐜𝐡 Before stepping into a carrier meeting, it’s essential to move beyond your standard pitch. Take time to understand the carrier’s specific pain points and strategic goals. This doesn’t just mean presenting your solution’s features but framing them directly around the carrier’s unique needs. 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐞 𝐛𝐲 𝐏𝐫𝐨𝐛𝐥𝐞𝐦, 𝐍𝐨𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 When multiple vendors are providing similar solutions, the carrier’s choice often boils down to “who understands our challenges best?” Make your focus the problem you're solving, not just the technology behind it. Share real-life case studies or success metrics that align directly with the carrier’s priorities. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐘𝐨𝐮𝐫𝐬𝐞𝐥𝐟 𝐚𝐬 𝐚 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐚𝐫𝐭𝐧𝐞𝐫, 𝐍𝐨𝐭 𝐉𝐮𝐬𝐭 𝐚 𝐕𝐞𝐧𝐝𝐨𝐫 Solution providers who position themselves as partners—invested in the carrier’s success—can achieve far more sustainable relationships. Demonstrate that your team is here to evolve alongside the carrier, providing support as their needs and the market change. 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐞 𝐘𝐨𝐮𝐫 “𝐖𝐡𝐲” 𝐂𝐥𝐞𝐚𝐫𝐥𝐲 Carriers, like any client, want to know why you’re in this industry. When you communicate your mission—whether it’s simplifying claims, improving customer experience, or advancing digital transformation—it builds trust and establishes you as a purpose-driven partner. This is where your passion for the industry and problem-solving expertise can shine. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐢𝐧 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐎𝐮𝐭𝐜𝐨𝐦𝐞𝐬 Clarity in execution and ROI is critical. Carriers want to understand what to expect from onboarding to outcomes. Break down each phase of implementation, offer realistic timelines, and communicate ROI metrics to foster confidence in your solution. By viewing solution-provider relationships as collaborative partnerships and focusing on empathy, understanding, and tailored solutions, we can transform our approach—and our impact. When both sides are aligned, it’s not just about sales—it’s about true innovation and lasting value.

Just me, or is keeping execs engaged getting harder? It's likely cause expectations have changed. These execs are ... Buried under bigger fires. Unclear on the payoff. Tired of one-way status dumps. It’s not because they don’t care. It’s because we’re not showing up with what they care about. 6 years ago, I moved on from traditional QBRs and EBRs. I launched the COR Meeting, Customer Objectives Review, focused solely on their goals, outcomes, and impact. It was a game-changer. ➡️ No fluff ➡️ Strategic, not status ➡️ Built for busy execs But here’s what I’ve learned over the past 4 years: Even the best format doesn’t work for everyone. So we stopped assuming and started asking. Now during every Partnership Kickoff, we ask: “How would you like us to communicate value and realign on goals?” Then we let them choose from these 5 options: 1️⃣ Video Recap - A 2–3 min personalized update on goals, wins, and what’s next 2️⃣ 2-Page Report - Clean, visual, skimmable, and shareable 3️⃣ Async Scorecard - Monthly progress tracking + success signals 4️⃣ COR Meeting - Strategic discussion built around their priorities 5️⃣ Email Summary + Poll - Insights + one-click feedback, no meeting required No more assumptions. Just alignment. It’s not about how we deliver the message. It’s about making sure it lands, with the right people, in the right format, at the right time. Give your customers options. Let them choose how they want to engage. And watch the relationship shift from reactive to real partnership. Stop forcing the QBR. Start facilitating value. ____________________ 📣 If you liked my post, you’ll love my newsletter. Every week I share learnings, advice and strategies from my experience going from CSM to CCO. Join 12k+ subscribers of The Journey and turn insights into action. Sign up on my profile.