<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1466905156914131&amp;ev=PageView&amp;noscript=1">

December 9, 2011

Cindy Penchina, President
For many small business owners, hiring a marketing firm for the first time is an exercise in “letting go.” It’s like sending your child off to her first day of school. So far, you’ve been the sole provider of everything that helped her grow to this initial stage of independence. Now you’re trusting the teacher (and school) to be excellent in what they do for your child and to always have her best interests at heart.

Working with a marketing firm for the first time is a big step for small business owners who have managed every aspect of their growth since day one. You’ve fed your business the best “formula” for success, watched over it, protected it and loved it. But now it’s growing and requires more than you can give, so you need to trust someone who has the experience and training to take this growth to higher levels.

Like a parent “letting go” of her child, you as a business owner will also be letting go, in the sense that you’re trusting another professional to make suggestions for your business. At times, these suggestions may feel uncomfortable, strange or even counterintuitive. But remember – the reason you wanted to work with a marketing firm was to get new ideas and avoid doing the same thing over and over.

Choose your marketing partner wisely. Choose a firm that you trust to care more about what’s good for your business than what’s good for the firm. Work only with a group that is good at cleaning up confusion and pointing out a clear direction toward success. Finally, listen to what they have to say, because there’s probably a very good reason they’re saying it.
And then, like the parent after she’s waved goodbye to the bus, you can take a deep breath and say, Wow – what am I going to do with all this extra time? Like that parent, I’m sure you’ll think of something.