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The massage therapist and the dentist – a strategic partnership case study

By Brenda Thomson

Meet Mandy.. she’s a massage therapist. She has recently opened her new business in a small group of shops.

She has an advert in the local paper, she’s done a couple of letter box drops around the area and her salon looks great so there are regularly new customers walking in the door. But somehow she knows she can do better!

Introducing Denis. Denis is a dentist. He has his surgery in the same shopping strip as Mandy. Denis has been there for 15 years. He is well known in the area and has a great reputation. He’s pretty happy with the way things are.. although it is a bit frustrating that many of his patients don’t come back for checkups as often as they should even though he sends regular reminders. Denis hates to see his patients in pain from just because they didn’t come in for a regular check-up.

So Mandy and Denis decide to get together and help each other create a WIN WIN WIN..

Mandy wants more new customers…

Denis wants his existing patients to come back more often…

Is this a potential strategic alliance?   Lets find out..

Denis writes to all of his regular patients reminding them to come back for their regular checkup… but this time he includes a complimentary head, neck and shoulders massage with Mandy as part of the service.

Mandy does a great job and gets lots of new customers coming back for more of her services… ..

Denis’s patients love the WOW factor and came back in droves – no more bad teeth!

Everyone is happy!

Who can you work with and what can you do to meet your business goals?

There are three KEY elements to this case study..

First you must be prepared to give in order to receive.. what can you give away that would be of value to someone else’s clients?

Second.. what’s the WOW factor.  In order for this strategy to work there had to be a WOW!

Third.. who can you work with?  Who has your clients and would love to WOW them?

Think outside the box… ask yourself … how could I use that idea in my 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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