Partnership Pros

How pairing up can pay off

Are you considering a partnership but you're not sure ifit's financially advisable? Here are three ways a partnershipcan strengthen your marketing muscle while saving you money:

1. Market together to pitch--and win--major accounts, provideadditional services as a unit, and diversify and expand yourcustomer bases.

2. Form an alliance that spans the nation so you can targetlarger prospects--such as major corporations that have offices inmultiple locations.

3. Launch or test market a product nationally for a fraction ofthe cost by partnering with a corporation with an existing name inthe field as well as a ready-made audience.

Excerpted from Entrepreneur magazine, August2001

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