How to approach a successful business and not look desparate?

If that isn't what you want them for then why do you want to associate with them?

And, since you seem to be indicating that that's what you want the real question should be, "What am I offering, and how can I position the offer attractively for the company?"

Is what you offer something their clients REALLY want?

Can you pay the company for an introduction?

You have to be offering them something. If you just go in and say hey wouldn't it be great if the two of us worked together they would say why what's in it for us. Be prepared for that and you have a chance. Art T.

Dwayne and Arthur are right. The first question to ask yourself is, "How can I help them?" The answer will get you moving in the right direction. Build a relationship as you would with any other business.

I agree with everyone above. When I'm trying to do something like this, I put it bluntly. I give a quick overview of my idea, then I say, "What's in it for me? I get to be associated with a respectable firm with a high profile. What's in it for you? ... "

Try to have multiple answers for that last question. Then you may have piqued their interest a little and they will be interested in hearing the details of your idea.

Often businesses try to avoid "looking like" they are doing the very thing that they are trying to do. Generally when they do this they fail twice. They do not get the result they want and they look like they are doing exactly what they were trying to avoid looking like.

This new approach you are taking will work much better. I may not work with every contact you approach, but overall there should be success.

Mary - The simple distinction I like is this one:

Affiliates are people who will promote your products and services for a commission.

Joint Venture partners are people who will design an implement a project with you for a share of the revenue.

And strategic alliances (what I think you are talking about) are people who promote each other's work to their respective audiences because of the benefit that is delivered to those audiences.

I have promoted many books, programs, and individuals simply because what they offer is so useful to my audience. It's all about taking care of the customer.

You've gotten a lot of great pointers and insights here, Mary. Molly's distinctions are really helpful in the thinking-through process.

What I would also do is get to the other business really well, and see what gaps/needs their clients have that you fulfill. Then, I might start out easier than going into a full-bore 'partnership.'

Instead, if you have content- articles, videos, whatever, on your subject, it would be a great place to start seeing if they would like to distribute your content to their clients.

From there, you can build a deeper relationship, too.

Strategic alliance... I like that and in fact have been trying to figure out how to do it myself!!

Good question and answers!

Right on! Glad it worked. Keep us updated here.