Not everything in Marketing is a competition. You don’t always have to be pushing people aside to get the sale and the customer. Sometimes, partnering with them can be positive for both of you.
Why is this the case? Customers who see you working with a complimentary organization gain more trust for BOTH companies. If they’re good enough for you to work with them, many times they feel that hey, I might want to work with them too.
Sometime you can meet more of the customer’s needs together than you can separately. Lets say your company makes specialty-sized tables. The company across town makes custom table covers. Pairing up with each other to promote the other’s strengths allows the customer to potentially walk away with not only the table he or she needs, but a cover as well. They’ve gotten their needs met and then some.
When your customers see you speaking well of other organizations, it also shows that you’re a team player looking out for the customer, not just your bottom line. This builds trust, which works on your behalf as well.
Partnering with other organizations when there’s overlap is good business – for everyone.