When a partnership is working well it will deliver your business high quality leads, that’s don’t shop around or haggle on price and convert quickly, on a consistent basis. The holy grail for any business.
But this doesn’t happen by accident. We need to be strategic. But partnerships, like life, should also be fun. So the framework we’re going to suggest you adopt here is to DANCE .
Think about when you’re out listening to live music, you look around and see everyone else, in their own worlds but also in time with you. That congruence is what you need to develop into your partner programme. So, with absolutely no apologies for anything tenuous, here is advice on creating a process which means your business can start to rock n roll.
D is for Discovery
There are two stages to discovery: Firstly, you need to understand who your audience is. You want to draw a crowd to the dance-floor so make sure you’ve done your research. One important thing to consider is where your audience hang out. Are they chilled out festival types, to be found somewhere in a field in middle England? Or are they hardcore ravers, sweating their way through continual beats in a nightclub?
From this audience, you can hopefully spot your ideal partners. There will be many who are suitable but, for the magic to happen, you need to find those who are IDEAL.
A is for Assembly
I liken this to the behind-the-scenes stuff. The more work you do here, the more smoothly your gig will run. For the assembly to go smoothly, you need to think about the systems and processes that will enable you to consistently deliver your partnership program.
Things you might want to consider include:
· A CRM or similar that allows you to track leads but also your workflow once you’ve identified a target
· A clear client journey mapped out that shows what information they receive and when
· Easy to access links such as enquiry forms on your website and calendly links (or similar) so people can get time in your diary should they need it
· Clear trackers consisting of all the data you need. This might include lead data and sources, sectors, status, next action date, commission due
Think of this stage as putting all the equipment in place for your gig: speakers, instruments, decks, lighting. All different but all essential for things to go off without a hitch.
N is for Nurture
Like your moves on the dancefloor, it’s important to consider every touch point throughout the lifecycle of your program. Communication with your partners once they are signed up is critical.
From their first experience, they need to feel valued: is their name on your VIP list? As they go through the process, it’s also important to personalise some of your communication: might they deserve a backstage pass or a goodie bag at the end? Let’s make this feel like it’s all about them so they bring all their friends and family to your next show.
Everything you do at this stage adds value to the relationship and creates a strong fan-base which is just what you need for lots of referrals.
C is for Connection
Teaming up with someone for the odd referral here and there is not a strategic program. Designing and implementing a program which considers the experience and needs of the referrer is something that will enable your revenue to truly scale.
The real talent here is helping your partners to connect their audience to you. Think of it as sending out promoters for your tour: they need posters, flyers and interview material so they can create a real buzz about your live appearance. The more you give them, the more likely they are to use your language (let’s face it, no-one likes to get the lyrics wrong and be found out!)
E is for E ngagement
If you’ve done everything right so far, you’ll find the careful choreography pays off. Do a sound check or two, test the audience. You’ll attract your tribe and it’ll feel easy. But, don’t forget, be targeted in this engagement. Whether your ideal partner hangs out at a disco, in a jazz club or at midnight raves, you’ll have the routine and the moves that grab their attention. They’ll want to dance to your tune and find it easy to refer you to others.
