The "wing and a prayer" phrase dates to World War II, when bombers returning from runs over Germany were frequently missing major components, thanks to deadly anti-aircraft fire.  Somehow that seemed appropriate in light of today's combat over business deals designed to make up for declines among existing customers.

Details at any moment depend on which magazine you're reading, but the consensus appears to be that logistics service providers (LSPs, or 3PLs to those still using 20th-century terminology) and software suppliers are scrambling and battling mightily to get new customers and new business.  Not, as Jerry Seinfeld might say, that there's anything wrong with that (and certainly not in the current economic climate).  So, each month, I can hardly wait to read the reports of who has snagged which new deals.

But I wonder, as the waters roil in a frenzy of competition, how many of those buyers and sellers involved in the deals large enough to warrant some publicity have given much, if any, thought to what happens next.  Maybe it's a little like the old tale of riding a tiger.

Keys, to me, seem to be: 1) how to maximize value (as opposed to minimize cost); 2) how to meet mutual expectations (an often-failed aspiration according to all reports); and 3) how to make the marriage last.  Those lead to the unavoidable question of what business relationship tactics and techniques are/have been in play, 'cause those keys are only wishes and pipe dreams without organized, consistent, and genuine relationship management programs and practices.

Have you ever found yourself on the front end of an unstrategized - even accidental - relationship arising out of the latest deal?  Or, on the back end of one that's gone all pear-shaped to everyone's surprise?  Are you standing on the brink of a deal that doesn't have the context of business relatuonship management baked into it?  Do you have any reflections related to these situations that you'd be willing to share?