The Gritty Virtual Assistant Blog

There’s a discussion happening on a listserv I belong to regarding use of the term "partner" that many service professionals use to cultivate client relationships.

It seems a marketing expert takes issue with service providers using that term because in her view it’s detrimental to their marketing and that (all) clients will be indignant and find it repellent.

That’s a really sweeping (and inaccurate) generalization.

What she’s confused about is that service professionals who use that term in their marketing message are not talking about business partnerships in the legal sense. They are using it to convey the deeply collaborative and ongoing relationship they offer and seek to establish with prospective clients.

It’s also used to graciously bring home the point that service providers are not subservient, menial laborers in the relationship, that both provider and client will more accurately be in a business relationship of equals working in collaborative partnership.

This isn’t a new idea at all, nor one that is the exclusive domain of Virtual Assistants. And I have to say, I’m a little concerned about the knowledgeability of any business or marketing expert who isn’t familiar with the concept.

As a fellow business owner, my services complement my clients’ businesses and instill value. In the relationship I’ve established with my clients, I often become their best cheerleader, supportive confidante, objective sounding board, and trusted advisor. And I expect my clients to treat me with as much regard, professional courtesy and respect as I extend to them.

Being a boutique service, I want to connect with my client on a person-to-person level. Virtual Assistance is a personal service with an ongoing relationship. If I choose to work with a client, it’s because I feel a good rapport with him or her, and find their business and work interesting.

I also can’t separate my intellect from what I do. I’m not running a secretarial service or selling a commodity. As a seasoned professional with considerable skill and experience, I’m not in business to mindlessly take orders. I consider myself part of my clients’ team (as do they), and I’m always thinking on their behalf.

I have lots of business savvy to share, and thoughts and ideas to contribute. I want to work with people who value and desire those qualities.

So the term "partner" fits perfectly with that message. In fact, it attracts exactly the kind of people I want as clients. And if anyone is repelled by it, it’s an excellent indication that we wouldn’t have been a fit on any level.

Trust me–it ain’t hurting my business or marketing. Quite the opposite. ; )