About competitors. Who are friends against?

When I first offered one of the clients to exchange visitors to his site with a competitor, he looked at me at least suspiciously. And he was silent for a minute. Either I waited for me to say further, or I was just in shock.

Indeed, how can one voluntarily take and send the buyer somewhere else from his own resource? Here it smacks of either a lack of qualifications or the order of the competitor.

But, if you look into it, it makes sense to make friends with some competitors or companies doing business in related industries.

An example from life: a country village 30 km from the city. At 5 kilometers from it is another village (competitor). The potential buyer has already traveled a decent distance. If he didn’t like anything with you, offer to come to your colleagues. In return, they will send the failed buyer to you in the same situation.
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Simple and free. It is clear that the options to hook each other to the sea, but ... why?

In many areas of business this is accepted. You can do this "out of friendship", but it is possible for a certain percentage of the commission.

In the case of the Internet, the situation is similar. The buyer will choose based on their preferences, even if you sell the same thing and are in the same city. Having gone to the competitor's website by reference, the visitor can just return to you as well. All honest.

The main thing is that the exchange should be equivalent, i.e. about similar placement links or banners and approximate order of attendance.

Especially interesting are the cases when not direct competitors exchange, but colleagues from related business branches.

For example, a furniture factory and a mattress factory.

What does this give? This gives the influx of those closest to the purchase of visitors who have already studied a lot of information and are more likely to know what they want.

And most importantly - this is an opportunity for your visitor to make an informed choice.

In my experience, this audience according to Yandex.Metrica statistics is characterized by a minimum failure rate and maximum proximity to the contact. And regardless of the scope of business.