Strategic alliances are people or businesses that refer business to you. Someone who is familiar with your service and doesn’t provide it can send people your way. They may be a complementary business to yours. An example of this is when a bride visits a flower shop to purchase flowers, the flower shop refers the bride to a wedding photographer or caterer.
For a consultant who writes business plans they get referrals from banks when they have clients who need plans written. The bank would be the strategic alliance of the consultant.
Having strategic alliances is beneficial, because it expands your business into having sales force of people who promote you when they come in contact with people needing your service and recommend you. Strategic alliances could also include influencers in your industry. If you currently don’t have any strategic alliances identify people or businesses you want to have as alliances. Get known to them by developing a plan to introduce yourself and make a connection. Strategic alliances are not the same as professional advisors who give you advice.