them. Its good to have proven marketing materials and processes that will help you quantify the revenue they can expect from the venture.   For example, provide a proven sales letter that you have already tested. The sales letter has a proven respectable response rate. You can almost guarantee the amount of money your potential JV partner will make. This is a powerful tool that you can use to persuade your potential partner to say yes.   Hint: You should provide a discount or incentive as a unique, customer-only private offer. This will make your partners customers feel as though partner is doing them a favor by arranging a special promotion just for them.   Example of Joint Venture Between a Mens Wear Store and a Dry Cleaner     Handling Potential Objections   Objection #1 - "I dont feel comfortable having you interface with my customers. I dont like having someone else control the relationship with my customers."   Response - "Thats fine. As a matter of fact, it would be better if you interfaced directly with your customers on our behalf. We are more than willing to do all the legwork, which will take the burden off you. We can have a JV meeting periodically to review how everythings going and to make sure that youre comfortable with the process."   Objection #2 - "How can I be assured that I will get paid my share of the revenues?"   Response - "No problem. You can control all the money. You can pay me periodically. I trust that youll handle the proceeds from our JV fairly and properly. If you would like we could set up an independent account and a third-party bank with escrow instructions. This way theres no risk for either of us."   Note: Be completely honest, open, and trusting. Your ultimate goal is to establish an ongoing synergistic relationship with your partner. This will only happen with a win-win relationship based on honesty and trust.   Objection #3 - "How do I know your proposal is going to make me money?" Response - "Well start off the project with a limited pilot test with a small group of your customers. After the results come in we can review our revenue targets and feedback from your customers. If you are comfortable with the results well move forward."   Note: When negotiating your joint venture deal always try to get an agreement to extend your relationship. For instance, get agreement at the start that if the test goes well, the joint venture will last for the next 12 months. You dont want your partner company stealing your good idea and playing you against your competitors. (Yes, unfortunately there are some unscrupulous business owners out there that would do this.)