6 Marketing Lessons Solopreneurs Can Learn From a Plumber

I met a savvy marketer two weeks ago who reminded me of six important marketing lessons for solopreneurs. I want to share those lessons with you now.

I was visiting with our plumber, Steve, while he was doing the installation of our new dishwasher. We got on the subject of marketing—what works for us and what doesn’t. At the end we exchanged business cards and he invited me to visit and join a local networking group of about 25 business owners that meets weekly.

Steve then showed me a large wallet he carries with him. It contains multiple business cards for his fellow networking members. When Steve has a client who needs other services, he gives them a card from one of the networking members (who all do the same thing for each other).

Powerful stuff, right?

Feeling grateful for the invitation to visit the networking group, I gave Steve a copy of my “Relationship Marketing for Solopreneurs” book. I told Steve he’s a living example of everything that’s in the book, and I asked him to pass the book along to anyone who could benefit from it.

Here are six lessons from my encounter with Steve:

• Try to connect with everyone you meet. You won’t develop relationships with everyone, but you never know whom you will be able to help, and who will be able to help you.

• Be curious about other people’s work. My conversation with Steve began when I asked him if he also installs sump pumps. Steve took that opportunity to tell me about the services he offers (sump pumps and hot-water heaters are biggies for him), which then led to the discussion of his networking group.

• Have your elevator speech and your business cards at the ready. Steve asked me, “What do you do?” Cue the elevator speech! Pull out a business card! If you don’t have an elevator speech and/or business cards, put them at the very top of your to-do list.

• Never overlook local opportunities. I’ve written about local a lot. Don’t fall in love with marketing and selling online to a national or international market. The best market for many (most?) solopreneurs is our own hometowns.

• There are opportunities in those big boxes. My wife and I bought our dishwasher from Lowe’s, and they contract with Steve to do the installations. That’s a nice gig for Steve! Are there similar opportunities for you with your large, local retailers?

• Don’t overlook leave-behinds. When Steve left, he handed me three items that market his business: a refrigerator magnet with his contact info (I immediately put the magnet on the fridge); a business card; and a sticker to place on my hot-water heater. I gave Steve a copy of my book and a business card.

What other lessons can be drawn from this example? Please share your opinion in the comments below.