Contact Us 
03 8087 0511

More Articles

More Strategic Partnership Articles

Strategic Partnership Ideas and Case Studies

Four WIN WIN WIN Strategic Partnership Case Studies

By Brenda Thomson

In a recent post I talked about ASeven-Step Process to Generate a Steady Stream of Quality Referrals from your Referral Partners and I promised you some examples.

Here are four case studies of ways small business owners can work together to create WIN WIN WIN outcomes.  Also include suggestions for the kinds of business each case study could work best for.

NOTE: It is absolutely essential that you follow steps 1, 2 and 3 of the Five Step Process BEFORE implementing ANY of these strategies 




In this case study a commercial lawyer provides all of the accountants and business consultants that he works with the ability to give their new clients a legal health check as a part of their on-boarding. The lawyer spends time with the client, goes through a questionnaire and provides a written report with recommendations.

The accountants and business consultants WIN as they have provided a very valuable add on for their clients.  It also helps them to make sure that their new client is not in any legal risk.

The lawyer WINS as he often gets new business as a result of the recommendations in the report.

The clients WIN as they have received a free comprehensive risk assessment of their businesses legal situation..


This scenario works best for a pairing of generalists (e.g. business consultants) with specialists or specialists with other specialists. Taken to the ultimate extreme your clients can end up with a comprehensive set of assessments from a range of specialists that can genuinely help them take their business to the next level.

Here is a list of just some of the professions this will work for: accountants, business coaches and consultants, lawyers, HR consultants, Industrial relations specialists, OH & S specialists, marketing strategists, web designers, graphic designers, SEO and digital marketing specialists…

The objective of this strategy is to provide a comprehensive review and report which will provide genuine value to the client. What kind of review and report you provide will depend on your area of expertise.




In this case study a web-designer includes SEO provided by a specialist SEO agency in every web development proposal.

The web-designer WINS because they know that they are providing their clients not just with a great website but with a website that will attract traffic. This also improves their conversion rate as they are providing high perceived additional value through their relationship with the SEO agency

The SEO Agency WINS because they receive a new client every time the web-designer wins a proposal.

The clients WIN because they are receiving a professionally optimised website as part of the proposal.


This works well for any service which can be made better by adding an additional element. Generally the kinds of things which the client is going to have to go and get anyway sooner or later if they are really going to get the results they are looking for.

Think supply chain.. if your business is part of a supply chain then this strategy will work for you.




This business coach was becoming frustrated working with clients who often didn’t have up to date books or accounts. It’s hard to measure bottom line improvements when the numbers aren’t up to date and available.

As a result they started including a bookkeeping service as part of their consultancy service.

The business consultant WINS because they now have up to date and accurate numbers to work with.

The bookkeeper WINS because they receive a new client every time the business consultant takes on a new client who doesn’t already have a competent bookkeeper.

The client WINS because they get a competent bookkeeper included in the services of their business consultant.


This works for businesses who provide ongoing services that could benefit from having additional services built in.


  • Accountants can build bookkeeping services into their service offering.
  • A web-developer or a digital marketing strategist might provide access to a virtual assistant on an ongoing basis to ensure that web-site content is kept up to date.





This virtual assistant uses a $100 gift voucher which she gives to her alliance partners to pass on to their clients or potential clients who complain about being overworked and drowning in day to day admin.

The gift voucher can only be redeemed in a meeting with the VA who takes the time to identify the best way for the client to utilise the $100.


This strategy is for people who provide regular ongoing services. It works well for anyone who can provide a complete once only add value service as a taster that will (i) leave the client feeling that they have received a gift of genuine value NOT sold to!!! (ii)  leave them wanting more of the same that they will be willing to pay for.

Examples: bookkeepers, virtual assistants, social media specialists, printers, copy-writers.

Brenda Thomson

Brenda Thomson

CEO and Founder, Synergy48 Group

Brenda has an honours degree in organizational psychology and a Graduate Certificate in training and development and she is an experienced trainer, facilitator and counsellor. She is a firm believer in mutual collaboration combined with a practical, hands on tools, strategies and systems as the most effective way to achieve real results in business. 

Brenda has over 20 years of experience training in communication, team work, time management, productivity, organisation and strategic planning in large organisations. She is also the developer of the Business Benchmarking Toolkit used by Synergy48 Group members and clients to identify areas for improvement in their business processes.

Brenda is a sought after mentor, speaker and trainer in the areas of strategic partnerships and networking with a difference.  She is passionate about actively giving back to the community. In addition to donating her speaking fees and a proportion of every Synergy48 Group membership to provide microfinance to help women in Malawi to start their own businesses, Brenda has climbed the Himalayas to raise money for Kids Help Line and helped lay a pipeline to supply water to a remote village in Tanzania.


Pin It on Pinterest