Looking for some new customers?

Chances are, so is another business down the road.

But this isn’t a post about scheduling a WWE-style throw-down with your competition in an effort to steal each other’s clients. In fact, let’s not stress about your competitors at all. Instead, let’s think about those other businesses in town that aren’t your competitors because they provide goods and services that have little to do with the goods and services you provide.

Now that you’ve got an array of random local businesses in mind, here’s the plan.

Approach one of these business owners with this proposition. You’ll advertise for them if they’ll advertise for you. Offer to place a pile of coupons or promotional items advertising their company next to your cash register if they’ll do the same for you.

That’s all. Nothing earth-shattering. You don’t have to promise to sing their praises to your clients or beg your customers to visit their store. You’re just agreeing to trade a stack of fliers or promotional items and make them available if interested parties want to take them.

It’s ridiculously simple. But if you pick the right business buddy, you can both benefit from this low-cost, low-effort technique.

So Who’s the Right Buddy?

It’s all about finding a business that isn’t your direct competition yet caters to the same crowd as you. Let’s say you run an ice cream shop. A lot of families probably stop by your store. So buddying up with other kid-friendly or family-oriented businesses could be the way to go. Find a kids’ clothing boutique, a toy store, or a roller skating rink and make a deal.

Your neighbors can be effective buddies, too. After all, if your clients made it to your store, it’s a safe bet that they’re willing to travel to your plaza for their other shopping needs. Even if you’re a nail salon and the business next door is something unrelated like a pizza joint, there’s no reason why you guys can’t trade promotional goodies and see if you can make something happen for each other.

No matter who you decide to pair up with, just make sure everyone is on the same page with the arrangements. Show your business bud where you’re going to display his coupons and ask to see what he’ll do with yours. Make sure everyone’s happy with the plan, and then go for it. You’ll be thrilled as your store fills with new faces thanks to your new ally.