There are two types of people: wide and shallow or narrow and deep.

I'm wide and shallow.

Not a great branding message, I know, but I'm not talking about my weight or my inability to be sensitive to your needs - I'm referring to the fact that I know a little bit about a lot of things.

The opposite being someone who knows practically everything about one subject.

Which do customers prefer?

Both!

They want someone who will know the answer to any question they think to ask.

Well, I have experience in communications, marketing, graphic design, merchandising, human resources, finance, real estate, new store opening and franchise relations (and can cook a pretty tasty meal, tap dance and basket weave) but I don't know the answer to ANY question you might ask in all of those subjects.

That's where strategic alliances come in handy. Partnering with someone who has a narrow and deep understanding of a given topic, a go to person - a collaborator, allows me to offer a variety of services to my customer.

In your business - who could you partner with to offer some thing new and different for your customer that would set you apart from the competition?

If you have a beauty salon - could you have an alliance with a dress shop so that you offer the complete new look for your customers?

Do you manage a fitness center? Have you considered aligning yourself with Weight Watchers or LA Weight Loss to offer a complete wellness package?

How about an auto body shop? Would it make sense to partner with a car wash to offer discounted coupons?

Or a CPA with an insurance sales person. A real estate agent with home improvement contractor.

Who can you call today to create a strategic alliance so that you ultimately offer a more complete package for your customer?

Deborah Chaddock Brown
Writer, Wide and Shallow looking for Narrow and Deep
AllWrite Ink