coach ' s ‘ success story ’ clients ; quarterpage advert every edition ; monthly social media post featuring strength coach ’ s ‘ Challenge for the month ’.
EXAMPLE 3 : Nutritionist + photographer + makeup artist
Nutritionist : Offers free ‘ Before ’ photo shoot and special rate ‘ After ’ photo shoot for clients as part of ‘ Transformation Package ’, and offers a discount on additional services provided by photographer and makeup artist , i . e . 25 per cent off makeup tutorial or family portraits within the next three months – if a client has lost a lot of weight , they will probably want to capture it on camera and learn how to maintain the glamour by applying makeup properly !
Photographer : Gives discount or kickback to nutritionist ; makes referrals ; uses images in their portfolio with reference / branding of nutritionist .
Makeup artist : Gives discount or kickback to nutritionist ; makes referrals ; uses images in their portfolio with reference / branding of nutritionist .
EXAMPLE 4 : Gym operator + fruit and veg delivery company
Gym operator : Encourage clients to eat fruit after workout ; display brochures / cards next to fruit ; feature on website ; social media posts about delivery , cooking , snacking ; provide photos , blogs , fitness tips and workouts ; use of gym for photo shoots and events ; attend public / industry events with the fruit and veg company ; connect them with other partners .
Fruit and veg delivery company : Provide fruit and veg to the gym operator ; provide fruit / snacks for clients ; discount code for clients ; social media posts featuring gym / clients ( i . e . success stories and recipes ); Ambassador role for gym operator and trainers ; networking opportunities at expos and events ; link to the gym on their website .
These are just examples of the kind of mutual benefits on offer , and whether you opt for one or two simple benefits , or a more deeply integrated offering is at your discretion – and that of the other half of your new partnership . Either way , it is critical to establish the commercial value of the offerings , and to make sure that each side is getting a fair return on their investment .
8 steps to creating valuable partnerships
1 Start developing your network
Walk around your local area and get to know other business owners ; connect with peers on LinkedIn and social media platforms ; and find an event to attend where you will meet likeminded professionals and potential business partners – perhaps a breakfast club or Round Table .
2 Identify your business goals
What are your goals as a business ? Do you want to get more clients through the door , or are you perhaps looking to launch an online program that frees up your time while enabling you to service more clients ? Or maybe you want to keep the same number of clients but increase your profits ? All of these things are possible when you recruit partners to help you achieve these goals .
3 Identify consumer behaviour
What do your network of clients and colleagues currently spend money on ? What do you spend money on for yourself and your business ? Make a mind map ( a brainstorm on a big piece of paper ), writing down all the different products and services you can think of . It will be quite a big list – and it will represent the kinds of partners you could engage with .
4 Identify potential partners
Based on your goals and the consumer behaviour of your clients , your business and yourself – write a list of all the companies and organisations that could provide those things to you . At this stage , don ’ t edit the list – let it be as big as you like – and get creative ! You probably won ’ t contact every company on the list , but it ’ s great to see all the possibilities out there ! Knowing your business goals will also help you identify other partners , such as media or corporate organisations , so while they don ’ t specifically service your current clients , they offer further value to your business in terms of increased network and opportunities .
When you know what you ’ re looking for , who you can get it from , and what you have to offer in return , you will easily be able to create a short list of potential partners – and then have the conversation with them about whether they ’ d like to partner with you !
5 Identify value you can offer
Create a library of all the different things you can offer your partners : client referrals , use of your gym facilities for photo shoots or product launches , testimonials and product reviews , selling through your network , your attendance at their events as a guest speaker , provision of health tips and even training sessions for their staff ( ideal for corporate organisations or media outlets ). The most important thing when it comes to looking at what you can offer a partner is to find out everything you can about them by researching them – and by asking them what they need and would use .
6 Chat with potential partners
Have a conversation with prospective partners , test out the waters , ask them if they think there is potential for a partnership ,
The 30-second article
• Building partnerships with businesses that your clients and members might use can enhance the service you deliver and mutually benefit all businesses involved
• Smart partnerships can help both parties deliver a service above and beyond what can be offered individually
• Partnerships can be built with other fitness professionals and health and fitness-related brands , as well as with non-fitness-related businesses
• It ’ s important that partnerships are balanced and mutually valuable , and that both parties contribute and receive equal value .
and find out what they are looking for and working towards in their business . This conversation will likely be a pivotal point in your partnership journey .
7 Identify mutual benefits and create a plan
Once you ’ ve both put your wants , needs and offerings on the table , it ’ s time to create a balanced and mutually valuable arrangement where you are both contributing and receiving commensurate value . Be explicit about the types of activities , the frequency and as many details as possible to ensure you are truly on the same page and clear about each other ’ s requirements and expectations , as well as what you are committing to .
8 Sign a contract or agreement
The contract should list all of the content from Step 7 , which you can then use as a checklist to make sure you ’ re both delivering what you ’ ve promised , as well as for your planning purposes during the year .
Vickie Saunders is an expert in partnerships and sponsorship , and works with global brands and sporting organisations , as well as grass roots individuals and businesses . She is passionate about teaching people how to connect the dots and connect with the opportunities around them .
28-30 APRIL 2017 / ICC SYDNEY
Vickie is presenting at FILEX 2017 – read about her session , and register for the best weekend of your year , at filex . com . au / presenters
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