Can businesses "network"?

What is "Co-opertition"?

Strategic alliances connect businesses which complement each other and add value to a mutual client base.

Co-opertition works for the benefit of the client firstly then the business. Remembering that businesses thrive when they are client-focused– WIIFT ‘What's in it for them? Co-opertition enhances business relationships and reinforces loyalty.

Coffee cards are an incentive programme for promoting repeat business. The ‘free' coffee hooks you in to returning to the same café. It creates a habit which brings more revenue to the business.

Hot points, Fly Buys and Frequent Flyer points are examples of reward programmes for customer loyalty and is based on a system of ‘co-opertition (connecting multiple businesses with a mutual client base).

Your Farmers Card is also accepted by a range of businesses and no longer restricted to use at a Farmers store. Great initiative to include multiple services from service stations to pharmacies.

Whitcoulls have several loyalty cards – books, kids books, DVD's and greeting cards.

They work for me. I walk from the Post Shop after clearing my mail to Whitcoulls to buy my greeting cards (and postage stamps are offered with purchase of cards) then I walk back to the Post Shop to post them. Why?

Because Whitcoulls offer me an incentive – the 11th card is free. Free is the most powerful word in advertising.

Consider what you offer to your clients by way of added value. Whether it is a gift with purchase, loyalty card or free consultation that is the WOW factor in your business. These are the unique selling points which differentiate you for your competition. When you enter the world of co-opertition you reinforce your uniqueness by increasing opportunities and resources for your clients.

Networking is an attitude which coupled with co-opertition is the relationship equity invested in your business.

Women are particularly awesome at both of these business strategies.

You were born a natural networker. From the pushchair to the sandpit, kindy to school, you have networked your way through life without consciously acknowledging this initiative. Your voluntary work on the school PTA, fundraising for sports teams or supporting a local charity has been based around ‘who' you know rather than ‘what' you know! That is the purest form of networking. If you didn't know the person, you knew who did know them and made the appropriate connections. Networking in business is no different. It is a transferable skill.

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