What would you say if I told you your dream clients were hiding in someone else’s business?
And no, I’m not talking about your competitors (that’s a whole other blog post). Instead I’m talking about professional services that offer a complementary service to yours.
A great example of this is airlines and car hire services. Customers get off the plane, are walking out of the airport and wondering how to reach their destination, and then – bam – they spot the car hire service, exactly when they need it.
This is a strategy called auxiliary marketing – and it can be a powerful approach for lead generation in your business.
Make your business the obvious next step
Auxiliary marketing is all about being in the right place at the right time – removing the mental gymnastics for potential clients by positioning yourself as the obvious next step.
You do this by offering something that supports, complements or completes the thing they’re already doing – reaching them when they’re in the ideal mindset.
It works best when the auxiliary service focuses on your key client – for example, a high-end airline paired with a premium car hire service.
Each is its own distinct business, but they sit under one roof – the airport – and customers naturally flow from one to the other. It just makes sense.
Adopt an auxiliary mindset
To start thinking this way, there are two main things you need to consider.
One: which businesses are auxiliary to your business?
Two: which businesses could YOUR business be auxiliary to?
This mindset helps to position you exactly where – and when – you need to be when your ideal client is ready to take action.
The three approaches you need to know
When it comes to auxiliary marketing in professional services (including financial advice), these are the three approaches we recommend:
1. proximity
This approach is about being physically close but without losing your independence as a standalone business.
For financial planners, this could mean working from managed offices, a managed centre or a co-working space alongside accountancy firms, mortgage brokers and lawyers – making the most of foot traffic and encouraging clients to see the location as a one-stop shop.
This is a proven model: think medical complexes and large homewares centres.
2. Referrals
Look for natural points in your process where it makes sense to recommend another service, and be clear with your partners about your ideal client, so they can refer well.
While referral arrangements can sometimes be monetised, many professionals refer simply because they want the best outcome for their clients.
3. The “Monopoly method”
Disclaimer: I’m not sure this approach has an official name, but it’s something I like to call the “Monopoly method”.
This is the most complex approach, but it’s probably also the most lucrative, as it involves owning the auxiliary services – standardising the quality of the experience, and retaining the client throughout every stage of their purchasing journey.
Example: one of my friends owns a gold-buying service. They then started a gold bullion service, and lastly they added a vault business for clients to store their gold securely.
Expensive? Yes. Complex? Yes. But brilliant – because they now own the entire ecosystem.
Take the guesswork out of your marketing
The best thing about auxiliary marketing? You know where your ideal clients are, and you know they’re ready and willing to act, which takes the guesswork out of the entire experience.
From a client experience perspective, it also creates a seamless journey as they transition through each step.
We’re always happy to help businesses put these strategies into practice. If you’d like to explore how this could work for you, book your Marketing Kickstarter and let’s chat.
Because your dream clients are out there – you just need to meet them in the right place, at the right time.
P.S. Auxiliary marketing not for you but still want to increase referrals? Read our article Inside the Packet: 50% more referrals and feels natural. Here’s How. to discover how one of our clients transformed referrals from a hopeful growth strategy into a consistent lead source.