Strength in numbers

Jeff Blunkosky, president of Pittsburgh Stone & Waterscapes, was referring clients to an outdoor fireplace firm on the west coast when he stopped and thought, “Why am I sending business across the country when I can look across town for the service instead?”

This mentality spurred a system of subcontractors, associates and informal business partners. “You have to be smart,” Blunkosky says, adding that these relationships build business. “There’s enough work to go around.”

For example, Blunkosky has connected with a local patio furniture and fireplace retailer. He’s now a preferred installer for their products if customers shopping the store need professional assistance. In turn, he gives the retailer business by specifying products from the store into his designs. Both offer clients discounts, and they advertise each other’s businesses their websites.

Forming a networking group of complementary businesses has resulted in growth for all of those involved, Blunkosky says. The group includes a homebuilder, patio retailer, other landscape/install firms and related trades. They all meet twice a year, and connect in between on an individual basis.

“We’ll have a formal meeting at my office to go over what we see as trends in the area, and what we can do to help each other grow our companies,” Blunkosky says.

Forming relationships with professionals whose work overlaps with yours is just smart business, Blunkosky says. Because in the end, either the customer will bring in his or her own resources — carpenter, plumber, etc. — or you can choose a partner to complete the job.

“It’s just a no-brainer,” Blunkosky says. “Why not bring in people you would rather work with and who will help you make money?”

When building alliances like this, Blunkosky says to start small at first. Get to know the other professional. “Feel each other out and see what you can do to make things systematic.”

Discuss clients’ needs (and demands), how referrals will work, whether discounts are possible, cross-marketing opportunities and what each party expects to get a job done right. “We all provide high-end products and have the same level of professionalism and work ethic,” Blunkosky says. “There is strength in numbers.”