Collaborate with a Competitor – Believe it or not, competitors can be very good partners. For instance, they may offer a service or product you don’t or don’t wish to and vice-versa. They may also have ability to handle a larger “job” than your company. Joining forces with another business on a project makes you look good to customer. You become hero. In 1999, I had opportunity to provide all decorations for a HUGE Floral Fair in Miami, Florida. I knew my small company alone could not handle all business. So I called several other florists in community whom I admired and who did similar work. I subcontracted them to do portions of project and get a piece of action. Because these were floral importers we were serving, other florists had opportunity to network with and find new suppliers of product. It was easy to convince them to participate. It was such a success, that it has been an ongoing project for several of shops over years.

Think about many businesses that are natural partners. In real estate field, realtors partner with one another when selling a house. Florists partner with caterers, photographers and others in event industry. Automobile insurance companies often partner with auto repair companies to insure their customers get best service at a fair price.

In an issue of Entrepreneur Magazine, I read about a coffee company in New Jersey who became ultimate collaborator. The coffeehouse carries works from a local art gallery, has a reciprocal agreement with a local community theatre to offer significant discounts to their patrons, cross promotes with a local music store, book store, cigar shop, as well as many local nonprofits.

My flower shop has partnered with masseuses, welcome-to-the-neighborhood companies, travel agents, professional organizers, beauty salons, and realtors, and several nonprofits, to name a few. We have collaborated on networking events such as business after hours and open houses. We have promoted one another through door hanger campaigns. We have given each other our coupons to distribute to other companies. We have carried one another’s business cards and brochures to distribute to our respective clients and customers. We have given away one another’s products to our customers. We offer hyperlinks on one another’s websites to further promote each other. The possibilities are endless. Look for opportunities in your community that would be mutually beneficial to your partnership.

The real key to success in cross-promotion, is to collaborate with non-competing businesses that are going after same client or customer base. Choose businesses and people you trust. The promotion should make sense to both partners. It should be a true win-win for everyone involved. Plan promotion and evaluate Alliance on a regular basis. Look for ways to expand your reach without increasing your overhead or debt.

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business © 2005 - Heidi Richards

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Women’s ECommerce Association, International www.WECAI.org (pronounced wee-kī) – an Internet organization that “Helps Women Do Business on the WEB.” Basic Membership is FREE. Ms. Richards can be reached at Heidi@speakingwithspirit.com or heidi@wecai.org.

· If you see your clients and others listed on your information cards “in news” cut it out, and send it to them along with a Congratulations or Good News Travels Fast note.

The Little Extra’s Can Bring Big Results!

· If your client has a business that you can promote, Promote It! Hand out client’s business cards, keep a stack of them on hand to give to others when opportunity arises. I cross promote with many of people who do business with me and this has grown my referral business more than simply doing a great job.

· Include photos with letters to clients and vendors.

· Keep your database current, adding and deleting as necessary. You wouldn’t want to send assistant a note, if assistant is no longer with your client. It might just offend person who replaced him/her and it would certainly make you look unprofessional.

· Maintain good records of each event. If you hear from a client 3 years from now, you can show your skills when you review their previous event. Include in those records what went wrong, and what needed to be improved. Include photos and samples of décor, activities and anything that will help expand your portfolio. Be sure to ask permission of your client to use these in your promotional materials.

If you follow above advice, you will not only survive, you will thrive in your endeavors. The domino effect will happen. You will be known as a caring professional, one that is in it for benefit of all concerned and not just in it for business!

© 2005 - Heidi Richards