Partnerships cut both ways

You've probably spent most of your career thinking that one of the ultimate goals in business is to become part of a customer's team. After all, this is how you set the stage to shine in your customer's eyes and get the inside track on any new business that might be coming down the pike. Don't give that up for anything. However, there are tremendous benefits for reversing the strategy and bringing customers into your world. This is not without its risks, but the potential benefits for your sales and products are hard to beat.

Let it all hang out

Warning: adult supervision recommended. Depending on where you are in your business, you may find it terrifying to bring a customer into the midst of your operations. However, if you can get past the night terrors you might experience -- because your customer sees your entire development team playing Dungeon Lords while they are supposed to be working on a new product release he's waiting for -- you'll be OK. Go ahead. Show him your world. Customers like to see the reality, even if it isn't exactly what they expected. They'll feel more confident that they understand what your business is all about. As long as you get the job done, this is a very cheap way for you to establish credibility that goes way beyond your marketing hype.

Give them a chance to boogie

You already know that your business is exciting. In fact, that feeling of excitement is probably one of the reasons that you are successful in landing new customers in the first place. So let your customers join in the chaos. Just as you love to get in and see the inner workings of your customers' businesses, they are dying to see yours. But don't just give them the nickel tour. Let them come in and contribute in a meaningful way. Make it fun and productive for them -- on a regular basis. Customers are just like anyone else. They have an inner entrepreneurial self. If you give them a chance to express that, they will be eternally grateful to you.

Check out the other side

Of course, you don't want your customers telling you how to run your business, and very few want to do that. However, take the opportunity to leverage their unique perspectives and make them feel good about contributing ideas to the solutions that they will ultimately use. Everyone on earth has a desire to be appreciated for their knowledge and expertise. Your customers are no different. As an unofficial part of your team, they will give you unbelievable insight into their organization, the overall market, and what the future holds. By bringing them into your business as a partner, you will unlock resources that you probably never knew existed.