Always Be Prepared to Market

Originally printed in a condensed version for the Thurston County Chamber of Commerce VOICE.

“Be Prepared,” that's the motto of the Boy Scouts of America. "Be prepared for what?" someone once asked Baden-Powell, the founder of Scouting, "Why, for any old thing." said Baden-Powell. As a young man I took the motto of the Boy Scouts of America to heart. And I suggest that in sales and marketing you do the same.

Now I’m not advocating some high-pressured “Always be closing, always” type of philosophy. What I’m talking about is a thoughtful and prepared approach to any sales and marketing situation. “Being Prepared” in marketing is having the tools and strategy in place to not miss the opportunity or be caught off guard in a business situation.

The first step in preparedness is your business card. It’s not enough to just have a nicely designed card with all the important information, but you need to have a supply of cards available with you. That means having a small stack of cards in your jacket pocket, purse, wallet, briefcase, car, etc. You never want to be caught having “just given out your last card” and expecting a scrap of paper or the back of someone else’s card to suffice. The exchange of business cards is the most basic of business interactions and says a lot about your professionalism and interest in doing business with someone. You should also be prepared for what you are going to do with those cards when you get them, but that’s a different subject altogether.

The next thing to consider in your marketing preparedness kit is having a good understanding of what it is you are marketing and how someone might take advantage of your product or service. Many experts might advocate a polished “elevator” or “30 second” speech here, but I would suggest you get to the point where you are so comfortable talking about what you are marketing that you can tailor the message on the fly to any length or situation.

You should also have a selection of marketing support materials available to you should you need them. Flyers, brochures, and other print materials should at least be easily accessible from your car if not in your bag or briefcase. That also includes DVD’s and PowerPoint’s that should be kept handy incase your asked to give an impromptu presentation. Email and other “nurture marketing” techniques should also be planned for, but again that’s a different topic for another article.

Having a marketing plan and marketing budget in place will also help you to plan for those inevitable “advertising opportunities” and will help you to keep from overspending and being “sold” on the next new thing. Remember that your marketing plan encompasses more than just your advertising plans, but is the backbone to all of the interaction you have with potential customers.