The deep end of the pool, or
How I transitioned to self-employment
By Jack Morris
President
Third Hand Marketing, Inc.
Special to GwinnettForum.com

(Editor's Note: We asked a guy who has gone into business for himself how he did it. Jack Morris ,of Norcross, an "extra-ordinary business assistance" firm. His email is thirdhandm@aol.com. -- ---eeb.)

NORCROSS, NOV. 6 - - As a 50+ year old male, with over 30 years of professional marketing employment, I decided to start my own marketing services company for four basic reasons.

• I did not like my current job and its future.
  
  
• I was not, as a close business acquaintance told me, on most companies' "employment radar screen."
  
  
• I had a good-sized Rolodex of local-regional contacts after living in Atlanta for about 25 years.
  
  
• The local-regional economy was very good.

As a marketer, I didn't go through a long, drawn-out writing of my new company's marketing plan and positioning strategy. I outlined the document on a few pieces of paper. I also identified my business strengths and skills I and listed firms which would need them.

Two and a half years later, here's what I've learned for you contemplating a similar move into self-employment for the first time.

1. You will do everything yourself. If you were in management or part of a large organization, this is a reality-hit effective the first day of your new position. Buying supplies, fixing equipment, answering the phone/fax/e-mail/etc. quickly and professionally. You wan something done? It's you and only you.

2. Your friends and business contacts will be very excited for you for as long as your first contact with them. Afterward, it's business-as-usual. If you didn't start your new venture with contracted business, getting contracted business becomes your only next step until you deposit your first invoice check. Remember, the only thing that's real is what really happens, not what is either expected or planned.

3. Prepare and rehearse your "elevator pitch". You must be able to effectively describe what you do in less than 30 seconds, the time it takes to travel a few floors in an elevator. Your response "pitch" should be exclusively directed at the benefits of using your company's services. It's vitally important to them to quickly know what they get when they use you.

4. No matter what you've got, you need to get more. It's not greed, it's the reality that your current customers will sometimes go away, often before you want them to. You better allocate enough time each week to pitch 'n propose at least four to six accounts who you know need and can afford your benefits.

5. Network your butt off! Acquire "cold call" lists such as the Chamber membership list and get the company's receptionist to tell you the person who decides whether to use you. You've already contacted your Rolodex list but have you asked them for names and addresses of decision makers who would be interested to hear from you. If possible, multi-media your sales calls, using both their direct-dial phone number and their e-mail address at the same time.

6. When the economy "heads south", triple all of the above to stay even. Good luck.

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