1. Business Relationship Marriage
Metaphors
Overview

2. The Marriage Metaphor
• The marriage or marital metaphor arose
from three consultative projects completed
in 1989-1990, all done with manufacturers
selling B2B. Reference: Joseph Sperry 21/1/1993
• This has been adapted as metaphors to
describe five possible states of marriage that
could equally apply to business relationships
today.

3. One Night Stand Theory
! Manufacturer and customer enter
into a one to one relationship
encounter that does not last long
! Low involvement and commitment
! Little loyalty
! Sometimes can lead to neurotic
relationships
! All things must pass “George
Harrison’s first solo album after
Beatles break-up.

4. Courtship Theory
! Early stages of building
manufacturer customer
relationship
! Getting to know each other
! Building trust and commitment
! Relationship building is a
costly procedure - not to be
entered into lightly

5. Marriage Theory
! Both manufacturer and customer
are ready for commitment.
! Good fit between both
manufacturers and customers
strengths, weaknesses and
expectations.
! Relationship has
" Trust
" Communication
" Commitment
" Common Goals
" Incentives

6. Retention Theory
! Both manufacturer and
customer have shared goals
! Adaptive to each others
needs.
! High levels of trust and
commitment
! Positive and frequent
communication exchange
between both parties to
resolve indifferences and
conflicts that may arise.

7. Separation Theory
! Manufacturer and
customer infrequent
communication
exchange.
! Blame game – “Its your
fault not mine”
! Real or imaginary
conflicts take hold.
! Lack of trust and
commitment to resolve
conflicts.

8. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard