At some point, exchanging links with your competitors is not that bad, especially if your competitor ranks higher than you.
If you wanna trade links with them you can simply email their webmaster

or contact other webmasters from this forum using
http://www.v7n.com/forums/links/ -- Anyway, you should really be focusing more on getting one-way links, here's a couple of nice articles to read about link building:
http://www.wakeuplater.com/seo/the-s...-building.aspx
http://www.thewebbrains.com/how_can_..._way_links.htm
Good luck!
