Sometimes it makes good business sense to refer your customers to another, similar business. I was recently in a boutique market that sells coffee in beans and she sent customers looking for brewed coffee across the street. But rarely do you see one business advertise for another offering a very similar service.

Such is the case at the Celebrity Car Wash in Oakville, MO. At the end of their wash bay, they have a sign advertising another car wash less than a mile away. At their core, they are the same business providing the same service, but Celebrity uses this advertisement to highlight the distinctions between the two operations. Those seeing the sign should register that if they want a normal outside wash, Celebrity is the right place; if they want the inside down or detailing, then AutoSpa down the street should be their choice.

Celebrity uses the sign to gain advertising revenue and differentiate themselves from others. It owns its traditional express service model and is happy to refer those who want more than just an outside wash to go elsewhere. How may you be as confident about who you are – and aren’t?

Thanks, Brian!

About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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