Choosing Your Fusion Partners by Pam Small

When choosing your Fusion Partners there is much to consider. Determining which businesses would make for a good Fusion match would include those who:

• are targeting the same audience as you;
• will commit the time and resources to brainstorming and implementing ideas;
• do work you respect and admire;
• have business practices that mirror your own;
• respect you and appreciate what you have to contribute; and
• will give this marketing campaign time to work.

While each of these elements is critical to a successful Fusion Partnership, the most important quality to determine is not one that you can easily quantify. What is your gut telling you about this relationship? Is this business owner honest and trustworthy? Are your philosophies on life similar? How well do you know this person? What would you be willing to tolerate from this person?

It may not be easy to walk away from a relationship that has the potential of driving a lot of business to you. On the other hand, it may cause you untold grief if you "sell your soul" to someone and become enslaved to practices and attitudes that are uncomfortable to you.

The best advice is to take your time. If there is any red flag that pops up in your spirit - WAIT. The waiting game is not something most of us do easily. Don't allow impatience to force you to make a hasty decision. As the old adage goes - "there are plenty of other fish in the sea." Proceed with caution, but when you get that green light - don't look back. Commit to the relationship and plan your strategy.

Eagle Soars Marketing frequently works on projects with Pam Small, owner of Refresh & Renew. If your business sells to women, she's the one to contact. She's been helping small business owners understand the woman buyer for over 10 years.