Competitors can be good for business, believes Richard Gsottschneider, CEO of RKG Associates Inc., a $1-million real estate consulting firm in Durham, N.H. He gets job referrals by sending his company newsletter to his rivals.
The semiannual four-page newsletter features items on RKG projects, regional news, and economic issues. It costs about $1 per newsletter to produce and mail to some 1,800 current and prospective clients and 200 competitors.
The first two mailings brought two jobs -- and lots of leads from competitors, he says. "We refer work to them, and they do the same for us. There's more than enough work to go around."
PRINT THIS ARTICLE