Feedback Form
Home Features Mastermind Forums About Advertise Blog Network Contact Be An Author

Complementary Businesses

Complementary Businesses

Spend enough time reading marketing books and magazines, and you will hear of complementary businesses.

This article covers what a complementary business is, how to identify them and why you should care about them.

A complementary Business is one that does not offer the same services and products as you (that would be a competing business!) It does offer things that are related to your business and that may be of use to your customers.

For instance, Sue sells sporting goods through her web site. She has found three complementary businesses in her local area. Bob is a tennis coach who also has a web site giving tennis tips, Mary is a physiotherapist and Frank is a dietician. Anybody interested in buying sports goods would potentially be interested in using these other services.

Tom’s site selling footballs and accessories, however, would be a competing site for Sue.

To identify complementary businesses for yourself, sit down with a sheet of paper and a pen. Write down every linked product or service that you don’t offer but that is related to what you do. Some points to consider:

 Don’t include things you are likely to introduce within a year or so.
 Complementary doesn’t mean it has to be in the same field. For example, you may offer accounting services so complementary businesses would be those selling accounting software or calculators and those offering other business services.
 Consider the relevance of online and offline presence to your business and theirs.
 Businesses relating to your personal interests and hobbies don’t count unless that is what your business is based on.

Having found some potential business types, use the yellow pages or an internet search engine to find some appropriate businesses. Have a look at a few in each category and choose ones that suit you in terms of

 Location
 Mode of operation (online, offline or both)
 Degree of professionalism shown
 Popularity or size of the business
 Its marketing presence
 Attitudes towards customers


You now have a list of complementary businesses that you are prepared to deal with.

At this stage, you can use the list to refer your clients as required. This can be done by adding their URLs to your links page, mentioning them in your newsletter or mentioning them when a customer talks about needing that service or product.

Of course, it makes sense to contact the businesses and tell them you are recommending them – and asking them to do likewise, of course!

Does it really help, though? Sporting goods retailer, Sue, found that using articles from Mary and Frank in her newsletter increased the number of people wanting the newsletter and passing it on to friends. Bob and Mary both had happier customers when they were able to supply tennis and fitness balls on site via Sue. In other words, everyone gained from the working relationship between the businesses.

Once you build a relationship with some complementary businesses, there are various ways you can help each other reach potential customers.

 Have discounted or reciprocal advertising arrangements
 Swap articles for newsletters and web sites
 Sell a product for each other
 Barter work from each other
 Carry business cards to distribute if the occasion arises
 Exchange links and banners on web sites
 Recommend each other to interested clients
 Work together and have combined newsletter
 Share a bulk marketing exercise (eg direct mailing, seminar, stall at an expo)
 Distribute flyers for each other (eg when doing a letter box drop or visiting noticeboards)
 Print advertising material on reverse sides of a flyer to half distribution costs
 Exchange information within the industry, especially major changes
 Review each other’s products or services

By working with some complementary businesses, you can increase your potential client base for much less effort and money than most marketing methods. The personal recommendations between businesses are usually more effective than commercial advertising anyway.

Your business can also find growth and support through complementary businesses. It makes good business sense to work together rather than individually, so why not find some complementary businesses today?



Tash Hughes is the owner of Word Constructions and assists businesses in preparing all written documentation and web site content. Tash also writes technical and business articles for inclusion in newsletter and web sites.





Complementary Businesses - To learn more about this author, visit Tash Hughes's Website.

Like this article? Share it with your friends

Article Feedback
 Article Feedback No article feedback found.
  Leave Your Feedback
article feedback

Article Feedback
Staging Diva
Debra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website

Casey Gollan
Casey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website

Anne Barr
Anne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website

Jeff Foster
WebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas.  We specialize in internet consulting & internet marketing
- Visit Jeff Foster's Website

John Brennan
John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website

David Acheson
David Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns.  David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website


To learn more about the Evan Elite Author Program please contact us.

About The Author


Tash Hughes
(Visit Tash's Website) Clear communication is critical to the success of any business, but it is often left to care for itself in many businesses. Tash Hughes is a professional and skilled writer who makes technical and otherwise boring information accessible for everyone a business needs to communicate with. Next time you need webcopy, articles, newsletters, reports or any other business document, visit www.wordconstructions.com to see how Tash and her team can help your business succeed.

Tash Hughes is a Gold author on EvanCarmichael.com
About The Author

View Author Blog
View Author Blog

View Author Video
View Author Video

Free Downloads


Tash Hughes's

Complete
List Of
Business-Coach
Articles

Name
Email
If you enjoyed this article, get Tash Hughes's Complete List of Business-Coach Articles For FREE!

More Tash Hughes
Creative Money
Business card tips
Protect yourself at your computer
Getting your business started
What is a media release
Finding the passion
Complementary Businesses
Research your business idea
Name your business
Dealing with customer complaints
Free Downloads


 
 
 


Evan Elite Authors
George Ludwig  
Stephanie Robey  
Linda Richardson  
Evan Elite Authors

Become An Author
Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details.
Become An Author

Evan's Latest Video
Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media
Evan's Latest Video

Business Opportunities
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"

How to Start An Online Business

Click Here To Learn More
Business Opportunities



Evan's Newsletter
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
Name:
Email:
Evan`s Newsletter

Free Downloads
Boomers & Zoomers Icon Boomers & Zoomers
100 Success Tips Icon 100 Success Tips
DCJA Consultancy Case Study Icon DCJA Consultancy Case Study
Risk Management Icon Risk Management
Increase productivity Icon Increase productivity
Free Downloads - Complete List

Entrepreneur Tools and Guides
Top 50 Social Entrepreneur Blogs of 2009
Top Social Business Blogs
Top Social Entrepreneur Blogs
 
Top 50 Raising Capital Blogs To Watch In 2008
Top 50 Raising Capital Blogs
Top Blogs To Watch In 2008
 
Entrepreneur Tools and Guides

SEO For Africa
SEO For Africa
Damien Mutarushwa Kacyiru/gasabo/Kigali, Rwanda,
Damien Mutarushwa
Kacyiru/gasabo/Kigali, Rwanda
SEO For Africa

If I Were A Startup...
Jonathan Voigt, $214k to $507k in 2 years
Jonathan Voigt
$214k to $507k in 2 years
Catherine Daw, > $4 Mil in revenues
Catherine Daw
> $4 Mil in revenues
If I Were A Startup... - Complete List

Famous Entrepreneurs
Tom Monaghan, Domino's Pizza
Tom Monaghan
Domino's Pizza
Satoshi Tajiri, Pokemon
Famous Entrepreneurs - Complete List

Entrepreneur Advice
Donald J. Trump, Trump University
Donald J. Trump
Trump University
Michael Gerber, The E Myth
Michael Gerber
The E Myth
Entrepreneur Advice - Complete List

Popular Articles
(Premium Authors)

     Leadership 101 How an Effective Leader Creates A Innovative Culture
By Daryl Des Marais
     The Fastest Growing Company in the World
By Daryl Des Marais
     Quick Access to Knowledge One Key to Success for Entrepreneurs
By Daryl Des Marais

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

More Evan Carmichael
More Information