Strategic Partners

You should have a plan to work with strategic partners and other suppliers who share the same ideal customer profile as you to create referrals. Your existing customer base is the most natural source of referrals, but it should not be the only source. There are other companies that have the same ideal customer profile as you, but sell non-competitive products and services. Let's add these companies to your network and share customer leads for mutual benefit.

Make a list of competing companies and choose the ones you trust to refer your best customers to. It's possible for you to suggest a final list of companies you wish to work with. You can also ask customers, employees, vendors, and strategic partners for suggestions on which companies to work with. You can even work with competitors to sell products to their old customers.

After finding and reaching out to the companies you want to network with, both sides must agree on the best way to work together.  

You can co-author any white paper, e-book or jointly written report and distribute it to both parties' customers. Perhaps a special discount scheme can be used to achieve the goal.

You can invite your partner to present at a seminar hosted by you - or vice versa. Or invite your partner's customers to attend the seminar to create value.

You can work together to create new audio or video materials tailored specifically for your partner's customer base.

You can hold some joint marketing events. Exchange marketing materials with your partner to reach more customers.

You may include high-value samples or trial products from network partners when providing core products. Combine moving product and service combinations.

You can hold public promotions for all network partners. Set up a website and blog with content provided by each partner. Make this place a central hub for attracting ideal customers.

You can integrate a referral toolset and distribute it to partners. Teach partners how to bring more referrals for themselves and for you.

Perhaps designate one day a week for each member of the network to try to provide referrals for other members on that day. Promote your special referral day in your e-newsletter, blog, etc.