We were on vacation. His name was Jeff. He gave me perhaps the best deep-tissue massage of my life, and he's struggling to get himself recognized in the small town of Wickenburg, Arizona. I found him completely by accident in the yellow pages!

Jeff mentioned that he had given his brochure to the hotel we were staying at, and that hotel agreed to give his brochure out in the packet of materials they give to their guests. The problem was, his brochure wasn't in the packet of materials I received.

I asked Jeff what he did to get the hotel to agree to hand out his brochure, and his reply was, "Nothing. I just gave them a bunch of brochures."

This highlights what I believe is a common misconception among many spa owners and independent therapists I come across: They think they can easily find other companies with similar clientèle to refer them business, without any quid pro quo. Wondering what the heck this phrase means? I once did too, until my husband (an attorney) told me about it. It means "something for something," and it fits perfectly here.

The fact of the matter is, Jeff (or any spa) is going to have a hard time getting any company to hand out their brochures (or business cards), unless a reciprocal relationship is created. Here are some ideas for establishing quid pro quo:

• Offer a discount to employees of the organization;
• Provide free massages for the owner(s), manager(s) or other principle(s);
• Refer business back to them;
• Distribute their brochures;
• Consider discounts to their clients;
• Trade website links;
• And, always do business with them, personally and through your business.

Other considerations

Create exclusive, reciprocal relationships. For example, if you try to get all the hotels in your area to refer business to you, it's next to impossible to install a reciprocal relationship. Pick one or two hotels, and make it exclusive.

Aside from a hotel, consider other businesses, such as a:

• Salon
• Bed & Breakfast
• Restaurant
• Yoga, pilates and/or fitness center
• Flower shop
• Chiropractor
• Nutritionist

Remember, focus on reciprocal relationships. Make sure you can send them business. If you do, you will reap rewards and dividends in your quid pro quo relationships.

With almost 10 years experience in new business start-ups and transformations, Ana Loiselle-Donahue is a specialist in finding new sources of revenue and growth for companies of all sizes. She founded theSECRET in 2004 to help businesses flourish through creative —and powerful —new solutions; including brand development, strategic financial planning and employee training. Mrs. Loiselle-Donahue can be reached at 866/288-7353 or at www.thesecretconsultant.com. Check out her blog!

3 Responses...

1. Cravecreator says:

   March 2, 2008 at 4:49 pm

   I trade with a Personal trainer and let me tell you what!!! I am in the best shape of my life and the chronic pain in my shoulder from so much work is all but gone. she also refers constantly, as do I. I keep her cards next to mine.

   Trading services works hands down!!!
2. Julie Hadfield says:

   March 2, 2008 at 9:32 pm

   Great advice and reminder that networking works! I'm getting ready to move my office next month, so this 'no brainer' was quite timely for me… Thanks.
3. Chris Masters says:

   March 3, 2008 at 4:19 pm

   Here are a few more suggestions…

   Check back with the person or company you are networking with regularly to see if they are upholding their part of the agreement. Survey your clients to determine their interests so you know who would be a good networking partner. If you offer discounts to businesses ask them what goods or services they would offer to you at a discount.