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- Work With Your Competitors To Grow Your Business
by Larry Gerber
Referrals and networking are not new terms of the 90s--people have been conducting business this way for years. Because every company cannot manufacture or carry an endless supply of goods to service every prospective client, it makes sense to do business with a company that can service their needs--even if that means referring a customer to the competition. You are probably thinking to yourself, "BBQ Man has gone crazy! I'm not ever going to give my leads to a competitor." Not to worry, I am not one basting brush short of a grilling set. In fact, working directly with my competitors has significantly helped my bottom line. And don't forget that doctors, attorneys, insurance people, and real estate professionals have grown their businesses successfully by referring customers to other people who can help them in a specialized area. This can happen in our industry as well.
In fact, a few weeks ago a Tshirt manufacturer who specializes in tiedye designs contacted me because they had a customer who wanted to purchase a few cases of chef hats and aprons for their stores in the Chicago area. I had met this manufacturer at a local Chamber of Commerce meeting and we exchanged business cards--a very good way to say, "Lets network, let's do some business together." The Tshirt manufacturer told me they were not in a position to diversify into barbecue or kitchen apparel, and they really didn't want to expand into that market. They asked if I would be willing to fill the order for the chef hats and aprons, and at the same time give them a referral or finders fee for the lead. I was happy to pay the fee because the additional revenue this order brought for my company wasn't there before this connection. And, since I do not delve into the Tshirt line of apparel, the Tshirt manufacturer is not in any danger of losing business to me. It is a winwin situation for all parties.
The Internet is another great way to network. Through the exchange of hot links with other Web sites, a company can expose their product line in tandem with a competing company. Check out the Fiery Foods Super Site (www.fiery-foods.com), which has a hot link button. Search the linked sites, and you will find that many of them have hot links to other company sites--mine does. You can get to "Joe Blow's" site from mine and order his stuff, then go back to my site and order products from my company. We all make a few bucks and everyone, including the customer is pleased. Not only that, but if you are linked to Web sites that get hit often, you are exposing your company's products and services to more prospects than you ever imagined. Getting your name out there is the whole point of the networking referral game.
According to Colleen Shimkoski of ColDen Communications, a Web design and marketing firm, "The World Wide Web or the Internet offers many businesses a very large audience to potential prospects. But the strength comes from networking with others, whether they are coworkers, colleagues or the competition, in the exchange of useful information for your targeted market area."
Ok, now you're thinking, how else can I increase my business by networking on the Internet? "Networking strategies we have found that work well on the Web," Shimkoski advises, "are exchanging links with other related sites, advertising in barbecue-related email listings, and banner exchanging through networking with business associates. Of course the best networking tool is just telling others with similar interests!" If you're connected to the Web, you may understand some of this, but there's so much more out there. While the Internet really opens a new networking door for barbecue lovers, these methods can be utilized by hot shops, hot sauce manufacturers, salsa manufacturers, and any other type of business that wants to increase its market share through networking and referrals.
Another great way to network is to join a business related trade association such as your local Chamber of Commerce or Jaycees. You get belly to belly with business people who want to do business with fellow members in a "You wash my hands and I will wash yours," type of arrangement. It's a great way to promote yourself, and I have personally picked up and referred a lot of business this way.
The bottom line is this: tell anyone and everyone about your business, whether it is a colleague or a competitor. Ask for referrals if possible, and network with others. You will see an increase in black ink because of this.
Sources:
ColDen Communications
Colleen Shimkoski
PH: (540) 7201537
email: Colden@erols.com
Larry Gerber is President and founder of Barbeque ManÔ, Inc., an Illinois based company. He is a food writer and columnist for the Northwest Herald Newspaper, an editorial contributor to On The Grill Magazine, Chicagoland area reporter for USA Smoke BBQ News, a radio talk show host of the Barbeque Man Hour on WEPS 88.9FM, as well as a commentator on other radio shows. Currently Larry is the producer/host of Culinary Adventures, a Chicago area television show. You can reach him by phone at (847) 2894477 or via his Web site at http://novaplaza.com/bbqman
