Business by Design this month shows how teaming up with individuals in related but noncompeting trades can be a shortcut to your success.

THIS MONTH:
+ Strength in Numbers
+ Who's for You?
+ Alignment Tips

Strength in Numbers
Trade referrals. Exchange client lists. Collaborate in your marketing and advertising. Place joint product orders. Share trade show exhibit space.

Those are just some of the ways you can work with allied professionals. There's strength in numbers when it comes to everything from promoting your services to sharing office space.

Mark Jeross, who I met at my recent presentation at the IFDA national conference, is one of many skilled "alignment specialists" I've encountered. As a sales rep for a Michigan window coverings manufacturer, he shares leads with window tinting specialists, blinds cleaners and even another manufacturer in the state.

In this era of increased competition and economic uncertainty, partnering is popular. Wallcovering firms do joint marketing with paint companies and window fashion vendors. Architects network with builders and realtors. Design centers, trade publications and manufacturers co-sponsor events to attract designers.

Years ago I met a designer and landscaper who wrote letters of introduction for each other.

The landscaper's letter to his clients began: "I'm writing to introduce you to the most talented interior designer I know, and to recommend that you contact her the next time you or someone you know needs the services of a designer."

Who's for You?
With whom can you align yourself? Anyone in a related industry who serves the same types of clients as you.

Let's say you're a kitchen and bath professional. You could forge sales and marketing alliances with...

+ Cabinet installers
+ Plumbing contractors and wholesalers
+ Remodeling contractors
+ Electricians
+ Lighting designers / showrooms
+ Heating/cooling specialists
+ Flooring retailers
+ Appliance retailers / service companies
+ Home builders
+ Home specifiers
+ Interior designers
+ Architects
+ Retail bed and bath boutiques
+ Paint and wallpaper retailers
+ Specialty product showrooms (e.g., window and door stores)


Alignment Tips
Some suggestions on how to build your profits through partnership:

Make A Plan: Set goals, then figure who you can "align" with to achieve them.

Know Their Buzz: Want to connect with potential "partners?" Understand their issues. Read what they read, network with their groups.

Establish Your Expertise: Impress them further by writing for their trade publications, and speaking at their trade group conferences.

Make the First Move: "What kind of leads are you looking for?" Be the first to ask, and you'll be a winner in the long run.

Say "Thanks": Adopt an attitude of gratitude toward your allies. Express warm appreciation for every referral they provide.

Get Introduced: Ask your allies to write a letter of introduction in your behalf to their clients. Offer to return the favor.

Get Focused: Take your allies to lunch to thank them for their help. Use them as a focus group, seeking their ideas on growing your business.

Sell Yourself: Promote yourself, as well as the partnership idea to a potential ally.