Referring leads to competitors may sound risky, but it can actually help coworking businesses grow, build trust, and strengthen the industry.
In Pakistan’s fast-growing coworking and serviced office market, competition is heating up. Operators like Conetwork, Daftarkhwan, Kickstart, and others are all working hard to attract teams looking for flexible, fully-serviced workspaces.
At Conetwork, we have learned something that might surprise people: sometimes the best sales strategy is helping a customer choose another provider.
Why we recommend competitors and why it works
For over four years, we have been deeply engaged in this market. We have worked with startups, SMEs, freelancers, and remote teams. We have seen what works and where customers struggle.
Many small and mid-size teams initially think about setting up their own offices. On paper, it looks simple: rent a space, hire a cleaner, get an internet connection. But very quickly, they run into the hidden costs including CapEx like furnishing, IT infrastructure, backup power, AC, security, and fit-out; OpEx like maintenance, utilities, tea and pantry services, admin staff, and internet upgrades; and a major productivity drain from the time spent managing space instead of running the core business. (Here’s a useful comparison article).
When a customer comes to us, we try our best to show them how Conetwork can solve these pain points. But if, after all efforts, they do not sign up with us, we recommend other strong players in the market. We do this based on our preferences (while thinking as a customer or putting ourselves into the customer’s shoes), customer feedback, word of mouth, and their digital reputation. Whether it is Daftarkhwan, Kickstart, or another workspace we trust, we aim to help the customer find a good fit.
Why this is smart and not just giving away business
It’s easy to assume that referring leads to competitors is bad for business, but here’s the bigger picture.
When a customer picks any coworking space instead of setting up their own, they are buying into the model and that is good for all of us. As more businesses use serviced offices, they spread awareness in their networks, which creates a bigger addressable market for everyone. It also positions us as trusted advisors, not pushy sellers, and that builds a long-term reputation.
We often think about Tesla’s open-patent move in this context. While Tesla may have had its own strategic reasons, what we admire is how this move helped expand the electric vehicle industry as a whole. It invited global players to invest in the space, which ultimately grew the market. This is how we interpret that move, even if Tesla’s official reasons included other factors. We see our approach in a similar light. Instead of hoarding opportunities, we want to help shape a stronger coworking ecosystem.
Best practices for referring customers to competitors
If you want to apply this approach in your own business, here are some principles we follow:
✅ Put the customer first and genuinely help them solve their problem, even if it is not with you
✅ Refer only to competitors you trust so you protect your reputation
✅ Stay in touch because just because they did not buy today does not mean they will not come back tomorrow
✅ Be honest about fit and recommend a better alternative if you know your competitor is more suited to their needs
✅ Play the long game since every referred customer becomes part of the larger conversation, helping grow the market
Why does this matter in Pakistan
The serviced office model is still evolving in Pakistan. Many companies, especially traditional family businesses or fast-growing startups, hesitate to adopt coworking because they fear losing control over their environment and team culture.
By making sure every customer finds the right workspace, even if it is not ours, we help prove the model’s value across the country. That leads to more awareness, better word of mouth, and higher standards across the industry.
As the market matures, we all benefit, and the industry moves from niche to mainstream.
Final thought: Do not just sell, help customers belong
In the end, sales is not just about transactions. It is about trust, credibility, and creating a movement that customers want to join. If they do not find a home with you, help them find it elsewhere. When the industry wins, you win too.