Communicate

Map Branches

• Are
  • Win
    • Host
    • Beneficiary
    • Client
  • Education and information
  • Value creation
    • Sometimes discount/commission
    • Usually much more
  • Endorsement necessary
    • Personal
    • Genuine
  • Pre-eminence
    • Asset
      • Clients come to you
    • In the client's mind
      • USP
      • Extended USP
  • Mutually beneficial
    • Bi-lateral
      • Try this first
    • Multi-lateral
      • When you have experience
    • Match value propositions of all parties
      • Not always cash
      • Always grow your business
• Not
  • Barter or trade
    • I have this
    • You have that
    • Let's trade
  • Joint venture
    • Marriage
    • Cross the lines
    • Not symbiotic
  • Strategic alliances
    • Commercial need
  • Mates rates
  • Loss leaders
• How it works
  • Simple case
  • Sales message
    • From Co. A
    • To Co. B's
      • Suspects
      • Prospects
      • Clients
      • All / Filtered
    • With
      • Endorsement by Co. B
• Benefits
  • Host
    • Preeminence
      • Adding value
      • New opportunities for your clients
      • Respect
    • Cash flow
      • Increase sales of your product / service
      • Sell other products / services
        • Without overheads
      • Bundle
        • Special offer
        • VIP
        • Excess inventory
        • Downtime
    • Loyalty
      • Valuable communication
  • Beneficiary
    • Leverage
      • Access
        • Qualified prospects
      • Build your database
      • Endorsement
        • Validation
    • Trust
      • Existing goodwill
      • Overcoming sales barrier
        • Like a referral
    • Reduce costs
      • Marketing
      • Prospecting
    • Faster
      • Time to market
      • Business growth
    • Increase revenue
      • Utilize downtime
      • Excess inventory
    • Increase profitable sales
      • Exponential profit growth
    • Minimize non-profitable sales
      • Exponential cost reduction
• Obstacles
  • Don't use H-B partnership to make up for your deficiency
  • Obstacles to the sale/introduction
    • Competitive products / services
  • Who?
    • Switch over time
    • Beneficiary
    • Host
  • Who makes what?
    • Conservative estimates
    • Fair/equitable/proportional effort
    • win-win-win
      • Ultimate winner = client
    • Clear mechanics
  • Who controls what?
    • Call to action
    • Don't need direct access to their database
  • Fear
    • Will they have less to spend with me?
    • Will it take away my existing clients?
  • Greed
    • Difference of results amongst the parties
• Finding a partner
  • Remain independent
    • Host - Hyphen - Beneficiary
  • Do something that's fun!
  • Lowest hanging fruit
    • Low risk
    • Start small
    • Start simple
      • Leave for more advanced arrangement
      • No back end revenue stream
    • First
  • Potential partners
    • Supplier / Client
    • Doing an outstanding job
      • Wow you with their service
        • Suppliers
        • Businesses
        • People
      • Any aspect of your life or business
    • Strong USP
    • Trust them with the future lifetime value of your client
    • Expedite the thing that puts money in your pocket
    • Worthy of your trust?
    • Self-select into process
  • What else can I offer?
  • What excess inventory do I have?
  • Who has my clients?
• Setting up the relationship
  • Agree
    • Exit strategies
    • Reviews
    • Management
    • Timeframes
    • Responsibilities
  • Communicate
    • Conservative estimate of $
    • Methods for dealing with issues immediately
    • Educate host / staff
    • Host can verify orders
    • Guarantees, support, indemnification
    • Beneficiary creates marketing material
    • Easy for host
    • Augmentation of profits
    • No loss of income
    • Non competitive product / service
    • Testimonials
    • Product / Service descriptions
  • Quantify
    • Be conservative
    • Available assets
      • Both sides
    • Frequency of purchase
    • Marginal value of a client/sale
    • Lifetime value of a client
    • Client acquisition cost
• Taking action
  • Be creative
    • Sometimes best partners are unrelated to your business
  • Make sure everyone is winning
  • Be flexible
  • Communicate frequently
  • Test and measure everything
  • Start simple
  • Start small

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