The most potent marketing strategy for any small business owner
is not a great website, or lots of Facebook friends, or a killer
networking plan.
The marketing strategy that will get you faster and farther than
anything else put together is developing strategic alliances with
other businesses so you can promote each others products and
services.
Strategic alliances are powerful because:
you are exposing each other to your networks
you are endorsing another business' product or service which
enhances or complements your own
And how do you find strategic partners? Well, you decide the
qualities of an ideal strategic partner for your business; you
begin to identify those businesses; and you get in touch to
suggest a partnership.
Problems with Proposing Strategic Alliance:
I was inspired to write this week's article because I've
received several strategic alliance requests recently that were
really, really off-target.
And I thought it might be helpful to share with you what I
consider an effective way to propose a strategic alliance with
another business.
To illustrate effective and ineffective approaches to strategic
alliance proposals I'm going to use those heroes of doctor's
office waiting rooms: Goofus and Gallant.
If you didn't spend much time in doctor's waiting rooms during
the 60's and 70's here's a quick explanation: Goofus and
Gallant was a feature in Highlights: a children's magazine which
offered entertaining and educational information for school-aged
kids.
Goofus and Gallant was a comic with two boys--Goofus was a jerk:
inconsiderate and selfish. Gallant was, well, gallant:
considerate and polite.
Strategic Alliance Proposal: Goofus-Style:
When Goofus writes to a prospective strategic ally, his is
interested in one thing and one thing only: what he, Goofus, will
gain.
It's all about Goofus.
Things Goofus does when he writes his proposal to make sure
there's no question who the proposal is all about:
Goofus doesn't know much about the company he's sending his
proposal except the bare minimal to make contact. He doesn't
look at the company's website, know what the company's products
and services are, or who the company services.
Goofus' proposal is all about his accomplishments and work
experiences. He assumes that the recipient will be able to figure
out which qualities and accomplishments are relevant and which
are not.
Goofus uses the shotgun approach. He gets as many prospective
business contacts as he can and mass mails the same email to
every contact. Goofus figures if he emails enough businesses, one
or two will want to work with him.
Goofus sees business as a zero sum game. If someone else gets
a customer, it's a customer Goofus didn't get. There can be
only one winner and Goofus wants to make sure its him.
Now, confession time, I'm guilty of sending Goofus-style
proposals. Why? Mostly because I didn't know how to write
something more effective.
Fortunately, I've learned how to write a proposal that actually
connects with prospective allies.
Read on for the Gallant-style proposal.
Strategic Alliance Proposal Gallant-style:
To sum up Gallant's approach, Gallant assumes that the business
owner he's approaching first needs to be able to trust that
Gallant wants a win-win partnership before they'll take the next
step.
Here is what Gallant does to make sure his proposal clearly
communicates that he wants everyone to benefit:
Gallant takes the time to learn about the business he's
approaching.
He knows who the key people are in the business, he knows what
the business' products and services are, he's visited their
website and perhaps he's even read a few articles written by the
business owner.
From checking out the business, Gallant understands the
complementary opportunities from a strategic alliance.
Gallant's proposal speaks clearly and specifically to how a
joint venture will benefit his prospective strategic partner. For
example, he can give examples of why his readers will appreciate
and respond to an article written by this prospective partner.
Gallant uses a shotgun approach to identifying and getting in
touch with strategic partners. He has thought through what
qualities an ideal strategic partner has and knows how to find
those partners. This is why he can approach these companies in
such a personal way.
Why Companies Don't Use the Gallant-Style Approach:
The biggest objection is "it takes too much time." And the
Gallant-style approach for sure takes longer than the
Goofus-style approach.
No argument from me.
But if you look at the time spent from the perspective of which
hours produce the best results in terms of attracting profitable
strategic partnerships, Gallant-proposals are a lot more
effective.
Burning Bridges versus Opening Doors:
Plus, a "no" to a Goofus proposal is usually a "no and don't
come back." Goofus proposals result in slammed doors and burned
bridges.
Gallant proposals that don't result in a "yes" or a "let's
talk more" usually result in a "let's talk in six months" or"it doesn't fit what we need but here's someone who could use
what you offer."
Bottom Line
If you approach other businesses to ask about strategic
partnership opportunities and you're not much response, you may
be sending Goofus-style proposals.
Gallant-style proposals require extra time and effort to
personalize and speak to specific win-win benefits, but every
hour you spend putting effort into a Gallant-style proposal is
easily worth the effort of sending 100 Goofus proposals.
Not to mention the doors that open when the company you're
approaching feels truly seen, heard, and appreciated.
Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm.
You can contact Judy at 303-475-2015 or [email protected].
