How often do you make the most of your relationships with other companies? Did you know that both companies’ sales can benefit from the connection? Businesses with shared values and markets can combine efforts to connect with customers.

Successful businesses understand making an impression on the customer is an integral part of the sales process. Rather than spending all their time concerned about improving their products and services, they focus on intriguing customers. Businesses of different (or the same) industries can help each other better connect to the customer through joint efforts.

Cross-promotion makes your company more visible to customers – especially in places where your business is not normally present.

Benefits of cross-promoting

- Your company can save money by sharing expenses with a cross-promotion partner.

- You can “exchange” customers. By exposing customers to one another’s products and services you can augment your clientele.

- Most likely, the two companies will be more readily remembered due to the uniqueness of their combined approach.

- Your company will gain greater credibility depending on the credibility of your cross-promotion partner.

- Cross-promotions are not everyday affairs. This means each company can take advantage of publicity opportunities such as interviews, press releases, etc.

- Your customers will visit your Web pages and stores more often because there is more they are being offered.

- Cross-promotion offers opportunities to try something different and novel.

Cross-selling practices

- Target a niche market that you could benefit from reaching, but is difficult to entice. Select a cross-promotion partner that can help you reach that market. Obviously, you will want to be able to do the same for your partner. Depending on the nature of the cross-promotion endeavor, particular partners will be more suitable for one another.

- Both partners should think of inviting a third partner to join in the business venture. A third partner will supply the same benefits as the original partner. Your company can increase credibility, quality, and lower each partner’s costs.

- Create a plan beforehand. Specify what each partner will be responsible for and how they will contribute time, money, products/services, employee participation, store space, etc.

- Analyze the benefit of your cross-promotion actions. Was it profitable for your business? Would you work with this particular partner again? What could you have done differently? What would you do the same? Answering these questions will make your next attempt at cross-promotion more profitable for your business.