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How to find 100 people to consistently generate leads for your business

Here’s a way to generate a list of 100 business owners you can work with to create WIN WIN business growth strategies together.

By Brenda Thomson

Strategic alliances, joint ventures, shared marketing and referral partnerships with other business owners who share your ideal clients are the most powerful way for small business owners to generate new leads and new clients.

Here’s a way to generate a list of 100 business owners you can work with to create WIN WIN business growth strategies together.


1. Write a list of ten professions who share your target market.  It’s ok to have 8 or 9 or 11 or 12 – the idea is to have a range of different professions you can work with -even if you only have 3 or 4, then you’re off to a great start.


Here are three questions to help:

  • Who are the other businesses in your supply chain, the other businesses who are also needed to help solve the problems that you solve? (For example a web designer, graphic designer, copy writer, SEO specialist, photographer and marketing strategist are (or should be) all involved in solving the problem of creating a website that works.
  • Who are your problem spotters?  Who are the other professions which typically see and can identify the problems that you solve? (for example a bookkeeper will see when his clients are in need of a good accountant, a debt collector, an even an invoice factoring company. A business coach or consultant will see when his clients are struggling with marketing or with staffing or recruiting issues. )
  • Who are the other people your ideal clients do business with?  These may be some of the same professions as you answered in the last two questions but it may also raise some new opportunities.  Don’t know the answer? Ask them!  Pick your top ten best clients and ask them for a list of all the kinds of things they’ve shopped for in the past 12 months. You’ll be surprised at the alliance opportunities that may emerge. Like the office cleaner who discovered that several of her clients regularly buy flowers for their offices. So now she has arranged an alliance with a florist and includes regular fresh flowers as part of her service delivery.  What a great way to stand out from the crowd and a WIN for the florist as well.

2. Now you have your list of ten professions. It’s time to start identifying potential alliance partners in each profession.

You’re aiming to find around ten in each. YES it is OK to work with multiple people in one profession, and you will probably not be the only person in your profession that your partner is working with – and that’s OK. The objective is to find the best people for each client and not everyone is the same. There will be differences in values, budget, personality and more. Your Alliance partner relationships need to cater for this.

  • Start by thinking of all the people you already know
  • Then ask your existing contacts who they know that they would recommend and ask for an introduction.
  • Make looking for potential alliance partners in each of your core profession groups a key part of your networking strategy.

3.  Identify the people who are interested in working with you and focus your attention on building long term WIN WIN relationships.

This is not a quick fix solution, it’s a long term strategy that will ensure that you never go short of leads for your business again, and neither will they.

With ten categories and ten people in each category, that’s 100 alliance partners working with you to help you grow your business. Even if each one of them only generated one new lead for you each year… what would that mean for your business?

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.


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