Marketing/Sales
Competition or Complement? Cooperating with Other Companies That Might be Competitors
By Dave Carlson
Aug 24, 2007, 13:30

Julia was in a huff. She came into our networking meeting in the middle of my 30-second introduction and didn’t like what she was hearing. I was sharing with the group about how my company offers web design and Internet marketing services.

She stomped to the front of the group and basically said, “I am the web designer in this leads group, and I don’t want anybody else talking about doing web design.” It was pretty tense.

Later, Julia and I, along with another woman, Nancy, talked about ways in which our collective talents could work for the betterment of all. I suggested that I might focus on marketing, Nancy could focus on search engine optimization, and Julia might concentrate on web design.  Working together towards the common goal of designing an eye-catching web site that would draw more traffic, we quickly realized that we could be better together, especially if we could transform a competitive spirit into goal-centered collaboration.   

One of the most difficult challenges when working with someone in the same industry is the fear of competition. There can be a genuine fear that the other person might steal your business. But if both parties are mature and can view each other as allies or partners then something truly wonderful can develop.  And nine times out of ten the client will reap the rewards.

Nancy also offered web design but as we got to know each other we figured out a great way to work together that played to our particular strengths. She would do the search engine optimization on web sites for me and my clients, and I would design and write content for her clients. Over the next two years, we brought each other a lot of work.  It was a mutually beneficial relationship and, I believe, the clients received better service from Nancy and me working together than they might have received from us separately.

A friend of mine had a computer network company that catered to small businesses. He partnered with a couple guys who sold telephone systems. Since they went after the same customers without fear of competition, they exchanged leads on a consistent basis and both benefited.

I recently visited with Ken, who most people would consider a major competitor with my company. As we were talking, he described his company as one who “plays nicely with others.”  Although this is a cliché we’ve all heard, when used in the context of the business world, it is a truly significant phrase! By playing nicely with and partnering with other companies, both Ken and I realized there is a lot of work for each of us. While we might compete for the same business at times, overall, we can learn to get along and even share talents and resources when the opportunity presents itself.

As Rodney King so famously intoned,”Can’t we all just get along?” Look around at your competitors and see if there is a way for you to have a win-win situation with them.  Sometimes partnering with your competitor can make more sense than approaching the client’s needs separately.  We’re all living in the same sandbox.  Why not play nicely together?