In theory it is simple: Individual specialists or companies join together and get together occasionally. We speak of a win-win situation. This is currently all the rage. Also, the cross-selling, ie the sale of related or complementary products or services is in that direction. From my professional experience and numerous consultations, I know the biggest hurdle to be overcome: the mentality of the potential partner. iff no cooperation or cross-selling is in the corridors, the causes are right here, even if it is usually denied. Partners, first ask for their own benefit, are on the wrong track. They want in their hearts no win-win situation, but fear competition or want to get rich at the expense of the partner. The question is rather: What can attract partners together what they individually can not. In other words, the size the cake is the main goal! Those who sought only after that should be his own piece of cake, the larger will fail to cooperate.
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