The next step is to evaluate the potential of each candidate on the list. Building a potential partner matrix for a small computer firm, like the one shown previously, can help organizations visualize how each prospect might satisfy their needs. In the example, the firm’s needs are to develop new products, expand its market, and secure new distribution outlets in order to stay competitive. Based on how each prospect might meet the listed strategic needs, the firm would probably want to take a closer look at PC Products and Nokomis as partnering candidates. After identifying these two candidates, it would then need to determine what it can offer to them.

If you’re going to sell your potential partner on the idea of partnering,you need to know what you have to offer. As with any sales transaction, if there’s no need, there’s no sale. People do buy things they don’t need, of course. But what happens after the sale? They return the product. They discount the transaction and never repeat it. The sales relationship is short-lived. If you want a good, strong partnership, it will pay you to bring your potential partners up to speed on the partnering process you are using to partner. You can do this by helping your potential partners identify their needs as well.