Negotiating business partnerships is something every entrepreneur will come across. On a global scale, there is an even higher chance of finding a business that offers just what you need. However, at the end of the day, the basic rules of the game remain the same, and here are two of them:

1. Know your customer – In every potential partnership there are actually two customers, the partner and the end-user, and we must know them both. Simply “Demo-ing” your product won’t lead you anywhere.

2. Ask Questions – Get out there and find out by talking to your partner’s customers and sales force.

Be curious and apply these two rules to strengthen your business partnerships.