Unit of 1 - Marketing as a Unit of 1

by Andrea C. Carrero

This sidebar from the June 11, 2002 breakfast club meeting is filled with suggestions from meeting attendees.

After Michalek's presentation, she opened the floor to the Unit of 1 attendees to suggest their own marketing lessons learned and/or to pose a question to the group. Following is a compilation of the suggestions (marketing and otherwise) from the group on hand.

Don't be too pushy. Recognize the thin line between being persistent and being a pest.
Listen.
Don't give away too much.
Plan.
Make strategic alliances, collaborations and affiliations.
Giving something to people makes them more receptive.
Know your audience.
Have a business card with you always.
Propose new projects to current and past clients. Ask for referrals.
Belong to associations.
Always be open to opportunities.
Network, including with people you used to work with.
Follow up.
Have an elevator pitch--and seize the moment to use it.
Keep records and mail direct contacts.
Networking is building relationships and friendships.
The key to networking is to meet, greet and move on within a few minutes.
Do things to get your work in front of people.
Over-exceed your customers' expectations.
Be persistent: stay in the game for the long term; it takes awhile.
Get involved. Being in front of people is what it's all about. Volunteer to be on boards of directors and advisory boards.
Set a goal: when you leave someone you've just met, they should know what you do.
About cold calls: Understand from the start that there is a small percentage of return. They are a good way to practice your elevator pitch and a good way to establish relationships.
Get a table at a trade show that your potential customers would attend.
Remind yourself of what you know. Review what you've done; focus on what has worked and forget what hasn't.
People will not think less of you if you explain things to them.
Don't assume your customers don't know what you know.
Qualify your prospects.
Listen. You may hear something that will help you target your business.
Keep to your time. If you said you'll take only 15 minutes then take only 15 minutes.
Keep people engaged.