The Benefits of Trade Alliances for Lighting Professionals
A trade alliance is a partnership between two companies in complementary trades, with the goal of growing together. The green industry especially offers unique opportunities for lighting professionals to build these partnerships, and finding a few good ones can be unbelievably beneficial. Creating them can also be very challenging. They aren't as simple as attending a networking meeting and handing out a few business cards. If you're serious about long-term trade alliances, it will take time to set expectations and build trust. Still, if you're diligent, these partnerships can grow your company in ways you won't find anywhere else.
Who makes a good partner?
Look for trades already working on the properties you want to light: landscape designers and installers, hardscape and outdoor living contractors, pool builders, irrigation companies, and home builders and remodelers. Their clients are investing in their outdoor spaces, and lighting is the natural finishing touch.
Here are some key things to keep in mind when pursuing trade alliances.
1. Seek out companies with a good reputation
There's nothing quite like working alongside a company with a good name. You're more likely to have a great experience with a homeowner who has had a great experience with a partner company.
2. Give first
Once you've found good companies, find ways to introduce them to your clients. The best way to gain referrals is to give referrals.
3. Determine and agree
Setting up a referral fee agreement is a great way to show partner companies you value the hard work it takes to win new clients. It's nice for them to know they'll get a little bonus when their client becomes yours too.
4. Keep it simple
Most contractors don't want to add your landscape lighting to their own contract. Make sure they know you're happy to handle the consultation, the installation and future service calls, so they won't have to.
There are other things to consider, but if you've ever thought about pursuing trade alliances, these suggestions will give you a head start. The process can be challenging, but it's definitely worth it. If you're a landscaper or hardscaper thinking about adding lighting yourself, read our practical advice for adding landscape lighting to your business.
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About the author: Patrick Harders, LC, is co-founder and CEO of Sterling Lighting and founder and principal lighting designer of Dayloom (https://www.dayloom.com/). He has more than 25 years of experience designing and installing outdoor lighting, and he's one of only five landscape lighting designers in North America with Lighting Certified (LC) accreditation. His projects have won multiple international lighting awards, including landscape lighting winners in 2018 and 2021, and he leads design of Sterling's luminaires.
