In school we learned about using a lever to move heavier objects. The longer the lever the less effort needed to accomplish a task larger than ourselves.

 

You’ve heard of “leveraging” your financial assets. Simply put, using the equity you have to buy more properties and increasing your net worth.

 

Recently I received a pod cast that talked about a trip to Bangkok, Thailand and how the business there defiantly leveraged themselves.

 

So how do you “leverage” yourself?

 

Read on, this just might surprise you and how you can adapt these ideas! ……

 

Dave Lakhani is a marketing guru and master of persuasion. Recently he visited the Philippines and Thailand on business.

 

While in Bangkok the opportunity for a full day of relaxation and sight seeing was available and Dave took advantage of the great weather.

 

Now Dave is a pretty good negotiator and wanted to see the sites with the least hassle and cost.

 

His first action was transportation for the day, so he negotiated a cab and driver for the day. At $150 for a cab and driver for the full day he headed off to see some Buddha sits. (Wonder what a NY cabbie might charge?)

 

Upon arriving at the site a $3 fee was required to tour the Buddha statue, not bad.

 

The cab drive seemed to want Dave to move on to other sites and was suggesting several other places.

 

When they got back to the cab the driver asked if Dave wanted to see the other Buddha or the Massage & Sex Show.

 

Dave immediately indicated in no uncertain terms that he had no interest in the Massage & Sex Show and not to offer it again.

 

The next Buddha site charged $10 admittance and had a very large garden area. Dave spent a long time walking the gardens and enjoying the views despite the cabby wanting him to move on more quickly.

 

Once more, upon leaving the cabby offered another site or the Massage & Sex Show. Once more Dave declined the show and they went to another site. The fee was a bit higher yet offered more to see and experience.

 

Around mid day the cabby took Dave to a dock area and was strongly suggesting an afternoon outing. Upon checking the fee, around $200, he declined and decided to check out some new suits.

 

Once more the cabby suggested a tailor he knew or the Massage & Sex Show. By this time Dave was pretty much ignoring the second choice and they headed to the tailor.

 

The tailor shop was a hub of activity. There were several dozen business men being fitted for suits. Another several dozen people measuring, cutting and sewing suits.

 

Dave asked for the owner and started bargaining with him for some high quality silk suits. For only $600 he got two high quality silk suits ($2000 in the US) including shirts and had a jacket thrown in.

 

The tailor indicated the suits would be ready the next day.

 

Dave then asked the Tailor about the cabbies. Why they kept offering the Massage & Sex Show despite his stand of no interest?

 

The tailor explained that each place Dave had visited today, including the tailor, gives the cabby a cut of what ever the customer spends. Most of them give 20% but the Massage gives 50% and it’s a minimum of $100.

 

The cabbies were their marketing partners! They were the advertising and sales force for multiple entities!

 

It’s been a long and interesting day as Dave asks for a fine meal to end the day with. Once more a suggestion is made along with the Massage & Sex Show. Dave just smiles and once more declines.

 

After a fine Thai meal and back at his hotel room, Dave ponders the marketing system he had experienced. He roughly figured the cabby cleared close to $400 that day rather than the $150 he had negotiated. The majority of the cash come from service to others and leveraging his time and assets.

 

The cabby was making money even while he was waiting!

 

So what does this have to do with your marketing or sales? Is there a way to leverage others to help you and them both create a win win?

 

In Internet Marketing the idea of leveraging is very common. As an example, we are participating in Dr. Kevin Hogan’s new book release later this week. Now he could simple advertise and use lots of other proven ways to market. But he has found by partnering with others, even his competition, that both can win. 

So instead of fight or trying to block his competition, he creates an alliance with them to help sell his book and he helps them to sell theirs. By combining forces they can utilize all the assets of several people.

 

What happens is a mailing list of a few thousands can now become a million! Instead of offering one or two valuable bonuses to customers, he can offer 20, 30 or more valuable items along with the price of the book! The customer wins big time!

 

Each of the partners gets a financial cut for each book sold to their list as well as recognition and connection to everyone else’s customers through the free bonus they provide.

 

So by investing minimal time to create a partnership and provide their customers a large value, each partner gets exposure to a million potential customers! Does everyone win?

 

In my conversations with many business’s I find a reluctance to work with others much less competitors. Yet, when I find that business leader that does create partnerships, even with competitors, they grow faster and are usually more profitable!

 

Even Microsoft and Apple work together! Steve Jobs got booed by the Apple team when he announced the partnership, yet it has proven valuable to both organizations.

 

If it can work on that level, how about your level?

 

The challenge to you is to turn on the creative juices and think of ways to leverage what you do and how others can benefit as well from a partnership.

 

Can others help you in some way? Can you help others in some way? How can both of you benefit your customers better?

 

Even your competition has strengths and weaknesses, could you help each other so all three parties win?

 

Give it a try, I would be more than interested in any real examples you have seen where this type of partnership is working! Email me at Harlan@BusArc.com .

 

Look for an email on Kevin Hogan’s new sales book using Persuasion and Influence tools. By the way, his competitor Dave Lakhani is a co-author! How’s that for a leveraged partnership!

 

Till next week, hope this keeps you thinking!

 

Harlan Goerger, National Training Director

 

© Harlan Goerger, 11-2007

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