One of the six cogs in my marketing plan is strategic alliances with other professionals. To determine who to align with, I first identify anyone that is currently working with my ideal client. This could include attorneys, CPAs, luxury car dealers, mortgage brokers, and anyone else that works with people to which I'd like to be introduced.
When I first pursue strategic alliances I want to overcome any preconceived notions a professional may have about our industry. Consequently, I prefer to educate these professionals, since education is the key to my brand.
I also like to convey the family atmosphere we've worked so hard to establish at my firm. As an example, there is an attorney in my market that I had wanted to align with who is very highly regarded in estate planning. We also have a common client, which provided a basis for introducing myself to her. One year for our client holiday party I asked her to come and speak to my clients. I offered her the ability to get her message out to a room full of people who could use her services, and in turn she got to see how we interact with our clients.
After that meeting I invited her to speak on my radio show. Again, I provided her with an opportunity that could help her. She also got to see me "in action" on air, educating my clients. These opportunities and interaction provided a basis for our friendship. I then approached her with a unique idea to partner on a client event aboard a cruise ship. The plan was to educate our clients on how to be successful in pursuing their health, wealth and personal freedoms. We also partnered with a local cardiologist to promote heart health.
Approximately 40 clients joined us and our families on the cruise. Many were my clients, and many were hers. Ultimately, both of us acquired new client relationships with the type of quality people we wish to serve.
