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I am always looking for cost-effective ways to benefit my clients as they seek to grow their companies.  With today's economy - it is critical that you communicate more frequently with your client base.  If you are new to using email campaigns, managing auto-responders and building your list...   the perfect compliment to your new business direction for 2010 will be to take advantage of this amazing opportunity to TEST DRIVE Constant Contact.

It is not always HOW MUCH you know that benefits your clients, but WHO you know that can provide other ancillary services.

An effective business marketing model provides for the recognition of those "Power Partners" whom you are comfortable in referring to your loyal client base, and who are confident in sharing your information with theirs as well.  There are business owners in different industries who more naturally "share" common clients - making this referral process an easy reciprocity. 

The following chart reflects some of those "natural" groupings, some of which will apply to your market at a high level, and some which would only apply on rare occasion.  The task in which I encourage you to engage is to review this list, and start to put together names of the different providers in the industries who more naturally serve your niche market, and have a discussion with them about how you may better jointly serve a mutual client database. 

Be realistic, but don't be afraid to creatively structure how you might help another business to grow, or ask one to assist you in increasing your clientele.   For example:  I had one client a couple of years ago who had to travel across town to meet with a couple of his large insurance accounts twice a month.  On those occasions he stopped for lunch at a little bistro, and delivered laundry to one of his insurance clients.  With some creative thinking, the three business owners began being assertive in their attempts to support each other's growth.  The insurance agent dropped off menu discount cards at the dry cleaners, where they were stapled to the top of every outgoing laundry receipt; the restaurant, in turn provided a similar coupon to every patron who came in for lunch; and the insurance agent... well, he not only retained two important commercial accounts but received increasing numbers of referrals from them over the course of time.

It is not uncommon for fine dining restaurants to provide discount coupons to auto and glass repair shops, nor is it uncommon for Lenders to provide autowash coupons to loyal Realtors who spend a lot of money keeping their vehicles well maintained. Once you set a serious intention to "do business" - your creativity will soar!   Until that happens, review the matrix below and get started with some reciprocal marketing efforts.  I have provided 50 different business types - if you were to look through your Rolodex and make a connection for each of these categories, look what a good start you would have. 

Another process that works equally well, if you are in a tight geographic area is to list every business owner with whom you regularly do business, starting with your hair dresser, barber, dentist, insurance agent, pool service, etc.  Once you have that database built up - use it to refer your clients when the conversation arises that they need some particular service - and don't hesitate asking for a return favor from those people you "pay" with some frequency!