The Secret Ingredient to a Successful Business? Your Suppliers.
Most businesses are sitting on a goldmine of expertise and resources—and they don’t even realize it.
You know that feeling when you’re putting on a show—big launch, grand opening, important rollout—and you realize… “We’re gonna need more than elbow grease and good vibes to pull this off”?
I’ve been there.
It was 2002, at the Palace Casino in West Edmonton Mall. We were about to host Canada’s first-ever slot machine launch.
Big deal. High stakes. No do-overs.
So I did what many operators don’t think to do:
I picked up the phone and called my supplier.
And that one call changed everything.
What Most Business Owners Get Wrong
Too often, suppliers are treated like vending machines:
- You punch in a number,
- Get your product,
- Move on.
But that mindset is costing you.
It’s costing you innovation, insight, and support that you’re already paying for—but never using.
Your suppliers aren’t just order-fillers.
They’re insiders—steeped in your industry, watching and understanding trends, solving the same problems across hundreds of businesses.
So what if you could tap into that? You go from operating your business to elevating it.
By treating suppliers like order-takers, operators miss out on:
- Creative support for big events
- Menu and product innovation
- Marketing and operational insights
- Cross-industry best practices
…all of which suppliers would love to offer—if only they were invited in.
3 Simple Ways to Turn Your Suppliers Into Strategic Partners
1. Ask: “What other services do you offer that I’m not using?”
Most suppliers have departments you’ve never met:
- Industry experts, like Culinary teams
- Marketing
- Sustainability experts
- Merchandising
- Staff training
That was the case with SYSCO Edmonton. Because I asked, I discovered their culinary team—and they helped us design a launch menu that left guests raving and execs nodding. And let’s face it, you don’t know what you don’t know. So ask.
2. Bring them in early, not at the last minute
Instead of looping in your supplier once the plan is built (“We need 400 buns by Friday”), try:
“We’re planning something big—can I bounce a few ideas off you?”
Early engagement gives them a chance to contribute, not just react. You’ll be amazed how much value they bring when they’re treated like part of the planning team.
3. Reward partnership with loyalty—not just pricing
After the success of that launch event, I didn’t just thank SYSCO. I became an advocate.
Not because they were the cheapest… But because they helped me look like a rockstar. But because I knew they were focused on helping me succeed. In that, I know we share those values.
When suppliers feel respected and engaged, they’ll move mountains for you. Loyalty becomes a two-way street—and that relationship will pay off tenfold.
Final Curtain Call
In the theatre of business, success isn’t just about what’s happening on stage. It’s about the crew behind the scenes making the magic happen.
So here’s your challenge: This week, call one supplier.
Not to place an order— But to ask:
“What support do you have that we’re not taking advantage of?”
That one question could unlock insights, innovation, and opportunities that you didn’t know were already sitting in your back pocket.
Because the secret ingredient to your success? It was probably on your delivery dock this morning.
About the Author:
Marc Haine
Marc is a service expert and a master of experiences. He's also an author, speaker, facilitator and coach. He will help your teams ignite their passions, enable your leaders to recentre their focus, and drive continuous improvement through connected and engaged employees. This will allow you to realize your competitive advantage with a connected purpose and consistency of customer experience across your brand. He will dare your people to cultivate a generous attitude and lead with love and kindness first.
