What should a strategy look like for unconventional referral partners? It starts with identifying their clients. Do they work with businesses or consumers? If they are a B2C business, create a buying group and source referrals across common businesses who are geographically disperse. B2B referral partners have more in common with you than you think. Identify what incentives they have to work with you and your services? Are you targeting the same clients? More often than not, local relationships are more effective than "the right fit".