Lee,

I've mostly just done offline deals before, but these are some things that have always helped get things started - and I think they apply just as much to online JV's as well:
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1. As mentioned previously, build rapport. Get to know your prospect - as a friend, if possible. This is by far the most overlooked AND powerful tactic around (building relationships).

It's so obvious, yet so rarely done...


2. Find out what they really want - and believe it or not it's NOT always money...

The biggest mistake I've made is assuming that everyone partners up for the money. Nothing could be further from the truth (offline, at least).

In fact, some of the larger firms are very concerned about KEEPING the customers and clients that they already have.

If your product or service gives them the edge over a competitor, that will in most cases be a much more powerful motivator than simply a commission.

Some people need a more "lively" list. So instead of just coordinating an endorsement - why not HELP them put together a fun, non-vested event that benefits their list members?

This could be in the form of contests, "lotteries", group projects, etc. Be creative, and it WILL pay off in the long-term.

This classic rule applies just as much to potential JV partners as it does to customers:

"Find out what they want - give it to them".


3. Why not promote THEM first? One of the easiest ways to make friends with someone is to write an article about their business and get it published - and not just on "ezinearticles.com" - go find a real publisher and work it out with them.

(Alot of "big" publishers are in desperate need of good content)

Your byline will still drive traffic to your site, but it will promote theirs as well. Most importantly, your potential partner will begin to see you as an ally.

I recently did this for a virtual legal assistant firm in NY that caters to the same group of attorneys as my client.

We now have a solid, long-term partnership with that firm, and cross endorse eachother to each client that comes through our businesses - and it's great, because that firm does quite alot of volume and has over 50 full time "virtual assistants".

This sort of arrangement is very powerful in the legal market, because attorneys basically live by referrals, and would much rather be sold something via a service they already use.

This all started because we decided to do someone a favour...


4. Use the Phone. But prepare them for it first - also, remember that step 1 (rapport) comes first, if at all possible.

Send them an email asking where you can Fed/Ex your product and a proposal - as well as what would be a good time to call.

In your email, state that unless you hear back from them, you'll call at such and such a time to follow up.

When you call, be friendly and firm. You are not "below" them. They started out the same way you did.


5. Turn Rejections into Referrals. You WILL get rejected - several times - but you must understand that it's not necessarily because of your product, or your approach.

It's often more about timing - which you have no way of knowing in most cases.

Now, it's also important to note that "No" doesn't always mean "No"...

What you'll often find is that people will turn you down (especially larger firms) - but then they'll watch you like a hawk.

If they see that you and your product are for real, and that they could turn a decent profit by working with you, then they'll likely contact you and go from there.

However, it doesn't always work that way.

When "No" does mean "No", what you can then do is turn the tables around and ask for their advice...

As in, "What would you do if you were me? Do you know of anyone else that I should contact - whose company would be a good "fit" for my product?"

I have never once run across someone that didn't have time to dispense advice after they say "No".

It's a part of human nature to be able to feel good about yourself for helping the "little guy" - and what you'll often find is that people will actually go the extra mile to help you if you are sincerely asking for their advice.

In some cases, you've simply met a very helpful person. In other cases, you're leveraging their "ego".

Either way, in most cases they will actually give you a referral - or someone that they know that you can contact about your JV.

This can be a very powerful playing card, because you will be "borrowing" their rapport with that new contact when you approach them:

"Hi, this is Bob Jones. I was just talking to a friend of yours, John Green, about cross-endorsing products. He was interested, but he actually thought that your service would be a better fit..."

This approach will get you alot further than cold-calling...
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Well, I hope that helps, Lee.

Oh, yeah, I forgot one of the most important tips of all:

GO BIG from the start. I'm not sure how well this applies to the "internet marketing" world, but I KNOW that when you're dealing with other niches, the "big guys" are almost always more receptive to JV proposals and integration strategies.

The smaller businesses are very skeptical, for a number of reasons.

Hint: It's a good sign if the business in question has a "partners" or "business development" section or contact person on their website.

Good luck,

-Chris Rempel