What you see is not always what you get.

He has a bald head,  is muscular and doesn’t smile often so I assumed Andrew (doing my fitness assessment and plan) was a “mean” fellow. This couldn't have been further from the truth. He was the opposite – he helped me, asked me lots of questions .. and really cared.

How many times have you looked at someone or something and made a judgment. What resulted from this call was a decision. You decided not to talk to the person  because you thought they wouldn't buy your product or service. But they might have and even better, they could have others they know who need what you have to offer.

Maybe you didn't place an ad or an article because you decided that the paper or radio station didn't have your clients as readers or listeners. You may be right. But you may also be wrong. You don't know, do you?

Here are a few things you can do every time that will help you.

Ask

People often don't remember the easiest thing of all and it costs nothing. Just ask the person who they are, what they're interested in, what business they're in or who do they know. All answers are good ones. Then you can decide “yes” or “no” and know the outcome right away. This is an accepted practice in networking but it can be used anywhere and any time.

Check it out

Ask other people who know the individual. Call up or email others who are currently using the service (you'll know them because their name and phone number are listed either in an ad or a testimonial.) I did this about a web designer for my new book then I saw somebody's name that I knew and respected.  Debra Gould, a stager and trainer of other stagers, who owns  www.sixelements.com  did my house and I like her website and trust her. She gave a glowing account of working with that person in her testimonial.

I emailed Debra and in her reply she spoke so well of using that woman at that time that she continues to use her services. I've decided to use her too.

Check the business itself by calling. They may give you just the positives so you can ask them for referrals just like in a job. Call them, too.

Go on line. It's what many people do now. Check the search engines or their web site.

Have a marketing plan

Include a profile of your clients. This is essential. The plan will ensure that not only do you know where you're going and have thought about it but you know which tools (marketing activities) you're going to use to get there.

Pay someone else to help you with this or do it yourself. Just have one.