Marketing One-On-One: A Primer

Personal marketing needs to be a part of any successful small business's marketing strategy. There is no question that marketing yourself and/or your business requires a set of strategies and tactics for success. As a small business owner, you need to be have in your arsenal a set of tools for marketing yourself face-to-face with a prospective client on a one-on-one basis. For many first-time business owners, who equate marketing with advertising, the concept of face-to-face marketing is an alien concept.

The opportunities for face-to-face marketing are virtually endless, and should not be ignored. Whether you are a mechanic, or a securities dealer, a chance encounter can lead to a business transaction between two people. Do not be afraid to "toot your horn," one of the most commonly-used questions for small talk is "What do you do?" and if you are a small business owner, the other person just opened the door for your marketing to them on a one-on-one basis.

Meeting prospective clients on a personal basis to present yourself or your business needs not fall outside of your comfort zone. But, as in any aspect of your business, you need to prepare and practice your methods beforehand.

1. To market on a personal level you need to prepare a single sentence that describes your business or what you do. This should be clear and articulate, and become an automatic response to the question so you can say it in a natural voice. Devote it to memory, and practice it in front of a mirror, smiling at yourself. This may seem silly at first, but just as a basketball player repeats free throws over and over, your performance will improve with practice.

2. Prepare a two minute marketing script, leading with the description of you and/or your business that you developed in #1. At the end of that description, have prepared a question, or two questions, about the business and/or business owner to whom you are speaking. You already know what you do - does your business have any sort of match with theirs? If they answer in the affirmative, then continue with the scripted description of your business, going into more detail. Within that script incorporate at least five affirmative questions, for which the only logical answer is yes. Practice this script, just as faithfully as you do #1, at least five times a day.

3. Have your marketing collateral available at all times. This can be as simple as a business card, or a pocket brochure. Whatever it is, have additional, tangible information available that you can leave with the prospect. You are planting a seed within their mind, and leaving tangible evidence that "You Were There" has a major impact. The words in the brochure must match what you just said. In two minutes, you should be able to say 200 words, speaking at a normal conversational rate. This is more than enough to fill a standard tri-fold pocket brochure that includes any form of graphics and contact information.

4. Watch for buying signs. While this conversation may not have been initiated for the purpose of a sale, the entire purpose of marketing is to drive sales. If the setting is inappropriate, have your calendar handy to make an appointment to close the sale, and do not be hesitant on asking for their information so you can contact them to confirm the appointment.

While marketing face-to-face may feel awkward at first, a small business owner can do so effectively with a little advance preparation, and watching for opportunities. You are virtually marketing yourself every time you smile at someone in a conversation, do not be afraid to market your talents on a one-on-one basis.