Finding new business 4: get your competitors onside

This is probably one of the most difficult to put in place - but can be lucrative when implemented successfully.

In my previous business - before I threw myself ‘body and soul’ into professional copywriting - we developed and delivered computer training courses to business people. (I’d been in computer software training & support for 20+ years so I knew a few things about how to use them effectively in the business).

A major part of my marketing activity was business networking, I attended many business meetings - even helped form one of the most successful networking clubs in my area ( I was affectionately known as the ‘Networking Queen’, well… I think it was an affectionate term!)

It always surprised the people I met when I said ‘I don’t have competitors - I have potential alliances’.

I worked on the premise that if my team couldn’t accept a request for training (either we were too busy or were asked about a software application we didn’t cover) then I was happy to pass that enquiry over to a computer trainer/training company that I knew and trusted to deliver a good course. I got paid an introductory commission and the other trainers reciprocated in the same way when they got enquiries they couldn’t handle.

Actually in my situation we went a step further. If either side won a large training contract and needed extra trainers we’d also hire each other to deliver the course as a member of the training team.

It worked very well and, even now, I still have contact with those associates and refer people to them if I’m asked to recommend an IT training company.

And I’ve taken that philosophy with me, recommending other marketing services suppliers where appropriate.

Use Your Competition To Generate Income

So that’s what I’m suggesting you do.

Set up an arrangement with a competitor you rate and trust and pass on any enquiries you can’t convert into sales. It may be you don’t supply that particular service; your pricing doesn’t match; you’re too busy to take that project on or you just didn’t gel with the prospect - there was no rapport between you… hey, it happens!

If there’s likely to be an equal amount of opportunities coming from your competitor you can agree to just pass them over. If there’s no real certainty then agree a percentage commission that suits both sides.

After all - the enquiry you’re passing over is a warm lead they haven’t had to do any work to get, so why shouldn’t they be prepared to pay the introductory fee?

In the next Finding new business post I’m going to explore purchasing mailing lists. And there’s also a link to download an extremely handy free Direct Marketing Guide.

~ Carol Bentley