subject: First Date, Then Marry - How to Make Strategic Alliances Work [print this page] First Date, Then Marry - How to Make Strategic Alliances Work
Recently, an enthusiastic client came to me, all bubbly about a new service offer she is putting together with another participant in my coaching program.
She was telling me about how they are going to link their websites together, design a pamphlet to describe their new joint service, and find a new business logo and name...
Then I asked her: "Do you have a client yet?"
That stopped her cold.
I learned the hard way this year about how to do (and how not to do) a strategic alliance. In 2007, I was wondering how to promote a new coaching offer. I was very enthusiastic about finding clients but somewhat overwhelmed by that task.
At the time, I had met a forward thinking entrepreneur who was promoting a new web-based network marketing system, and looking for content. Being experienced at content creation, we quickly decided to combine forces where I would provide workshops and content for their system, and I would promote their system through my list. I believed that they had a farther geographical reach with their opt-in list than I had with mine, so it would give me a bigger platform to promote my program too. A win-win!
After launching the alliance to great fanfare we quickly realized that it was just not working out. Few people showed up to our joint events, I was getting more clients through other means, and the focus of their marketing efforts was also shifting to what was more profitable for them. To them, as for me, our hearts were just not in it. Luckily we both realized it and we quietly abandoned the joint project.
What I learned from that experience is to just because we create a strategic alliance, there is no guarantee that clients will show up.
After that debacle, I had another experience that changed my mind about strategic alliances.
I met a therapist that helps people get past their fears through a fast and powerful process. One of my clients was stuck, going in a loop over the same fears over and over again. Out of curiosity, I placed a hold on my work with this client and referred her to the therapist. My colleague helped my client to quickly punch through her block, and she returned happily to me to continue our work.
After that positive result, I've referred other clients to my therapist colleague, allowing me to observe how she works. I now consider her my "secret weapon" in helping my clients move quickly forward. There are not too many referrals from her to me, but that's okay, because her main client base is different than mine.
I consider this alliance highly profitable for me, because my clients get quick and lasting results when they work with her, then come back ready to move forward with me. We don't need to announce our strategic alliance, it just works.
What I realized through these two experiences is that when the goal of a strategic alliance is to get more clients, then the relationship is probably doomed. When the goal of the alliance is to create more value for the client, then it is a win-win-win for you, your colleague, and your client.
Strategic alliances are strange things, just like dating and marriage. I recommend trying things out in an informal referral relationship at first.
And, just like dating can develop into a great marriage, working with a successful strategic alliance partner can help you create much more for your clients than you can ever hope for by yourself. Just make sure you go into the arrangement with the right intention!
Davender Gupta is a business leadership coach and Certified "Book Yourself Solid" Coach whose mission is to guide passion-driven solopreneurs and beginning network marketers to accelerate their Vision from Passion to Profit. Join the
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