One of the most common errors in marketing is to promote before all the bugs have been worked out, before the salespeople know all the facts, and before you're ready to fill the flood of orders and engage in guerrilla follow-up. Remember that patience is a guerrilla virtue. One marketing move that will get you nowhere is a newspaper story or TV report about products or services that aren't yet available. You may be so enthralled at the thought of free publicity that you release the news before people can buy what you offer. They won't come back another time, and the media won't give you another splash.
Restraint is necessary, even with free news coverage.
Savvy retailers wait at least one month before having grand openings. If they don't wait, customers will arrive only to find untrained salespeople, poorly stocked shelves, slow delivery times and messy surroundings. Polish these items to perfection before your grand opening, or it won't be so grand. Telemarketing calls that don't get through or that reach answering devices are a waste of time and money. Find out when your prospects are most likely to be available, and do your telemarketing then.