This idea is something I'm looking at doing for 2011. Some people in my industry try to hook up with associated companies that sell similiar/related products as a sideline. They leverage the idea that offering clients a professional alternative instead of a sideline is better for the clients. It's difficult to convince that other business though, because you're competing for the money they're already making selling the sideline product (the one I sell as my primary).
So I'm thinking about approaching these businesses with a professional presentation that shows how expert I am - and then suggesting I monetize their non-buying traffic instead!
Say I sell car loans. Car dealerships also sell car loans. Convincing a car dealership to drop my card on a client is going to be hard, as I assume the car dealership likely makes money off selling those same clients a loan through their system. My idea is to convince the car dealership to drop my card on their clients who have indicated they're NOT getting a loan with the dealership. I'll pay them for those 'leads' as it were. So the car dealership hopefully sees me as a new revenue stream, monetizing traffic they aren't using right now. And I'm confident I can monetize the clients that are going elsewhere for a 'loan'.
I think I will need to put together a presentation on how I am an expert in my field, with media mentions, years in business, etc. And I'll have to figure out how to best pay the 'car dealerships'. But I'm hopeful that this could pay off - it could maybe even beat my Google traffic. In my business most business and sales are still transacted offline (I bet 95% of it is still offline). Diversification is good.