I get many requests from friends who run their own businesses as sole proprietors asking how to better market themselves. Massage therapists, photographers, accupunturists, home cooks, etc... sometimes asking for a quick solution for how to get their name out in the world and rake in loads of business. Unfortunately, it's not that easy. I can set up a web presence online through search engine & website optimization, email communication and a variety of other other marketing tools. However, there is nothing like face-to-face marketing.

In these non-confrontational times, where the idea of using a phone or meeting someone in person is more foreign than it is the norm, some people will freak out at the idea of having to t....t... t....t... ta....ta....talk to a potential customer. Having to say something more than "your credit card number please" is daunting.

With the economy in the dump, small businesses and sole proprietors will have to find creative ways to get new business and keep it. Customer service will have to sky-rocket in order to get the attention of consumers. Timeliness and follow-through are imperative. Good, quality work goes without saying.

I recently had the opportunity to experience the services of a sole proprietor who had the full package, and wasn't too cool to show that he could work his tail off to make a good first impression with a customer. Here are the basic rules of daily marketing activities that seem obvious, but are very often overlooked. They should be underscored!

• Answer the phone or call back promptly. The business that wins is often the one who picks up the phone.
• Answer customer questions poignantly, not with "I dunno know". If you don't know, find out.
• Be on time. 
• Be clear on prices and added value. (see next line) 
• Add value to your services that may put you a notch above your competitors. 
• Treat the customer as if you'll do whatever they want for them - remember, it's about them, not you.
• Underpromise. Overdeliver.
• Follow up with a "are you happy with your service" phone call. This is a real winner.
• Send "thank-you" coupons or credits to customers during the holidays.