Bowling for Partners

Pin Action For the bowlers out there, how many pins does the bowling ball actually make contact with when you get a strike? Out of ten pins, I would suggest three or four at most. Maybe five. So, how do the other pins fall down? Pin action! On LinkedIn, a colleague asked a few pointed questions, and I agreed to respond via my blog as I believe others may need this insight as well. Here are queries:

What is the best way to collaborate with a strategic partner so that neither entity gives up or dilutes their brand?

First, this is a non issue. Under no circumstance should one business "take a back seat" to another. Consider Goodyear Eagle tires for that brand new Chevy Corvette. Would GM allow all promotion for the Vette be done by Goodyear? Of course not. Does Goodyear rely on GM to promote it's tires? No way. If Goodyear makes makes tires for the Ford Mustang, does that diminish the value to the Vette owner? Not at all. In the motorcycle industry, I know of cases where tire manufacturers worked with custom builders to introduce some of the wider tires (like the 330mm and the 360mm sizes). A win-win situation for both. So, how can you leverage "a better solution" by the synergy created from your two entities? That is the real question

Can we each have our own business cards?

You better! Does Goodyear rely on the sale of Vettes alone for business? No.

How do we handle phone calls (we say our company name and they say theirs)?

This question no longer seems relevant, does it?

We work in the same geographic area, should we attend networking events as our own company?

Definitely! Think of the Venn diagram. You will attract clients that for whatever reason, don't want to buy from your "new, best friend." Do you turn them away? Not me! Does this help? if not, let's talk. Jeff 'SKI' Kinsey, Jonah (330) 432-3533 www.throughput.us ©2010 Jeff 'SKI' Kinsey. All rights reserved. All known trademarks or service marks within this post are the property of their respective owners and have been properly capitalized.

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Hospitality 2010

The Pineapple International sign of hospitality. My involvement with the industry took center stage in 1998 when AHA (American Hospitality Academy) requested a new computer application. Over the years I have been privileged to work on some great projects with Cindi Reiman and the team at AHA. What started as an eCommerce solution helped me transition my business consulting with an emphasis on strategy. In fact, today, I do very little technology consulting. It is 80% Business Strategy and Implementation. With special focus on the Sales & Marketing functions. But I digress... My clients have (and in some cases, still do) include a number of vacation rental companies in great get-a-way locations like Hilton Head Island, Myrtle Beach, and Gulf Shores. Plus old fashion institutions like hotels and motels in such spots, including my winter favorite, Ft. Lauderdale. I recall one case where the front desk staff almost refused to book rooms for guests. Why you might ask? Because the number of complaints were large and policy denied any refunds. Not under any circumstances. How do you turn such a situation around in just 90 days? Easy—determine the weakest link! There has never been a better time to purchase or expand that hospitality business than right now, Summer 2010. Does that mean everyone who does will be successful? Hardly. Consider common sense No, not "common practices" but common every day "kitchen sink logic" as a colleague calls it. In the case of that motel with a crew that hated renting rooms, the fix was easy, once the problem was properly analyzed. The short answer: we took seven rooms out of service that had no business being offered to guests, and immediately implemented a cheerful 100% money back guarantee. In my book, I call it testing. I suggest you test. Then test some more. Then do even more testing. If people want their money back, you did a terrible job managing expectations. Period It has nothing to do with price points or features. Need help? Call me. Before someone beats you to the draw. Jeff 'SKI' Kinsey, Jonah (330) 432-3533 http://throughput.us The right people first—then flawless execution™ ©2010 Jeff 'SKI' Kinsey. All rights reserved.