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 are ready to fill the flood of orders and engage in guerrilla follow-up. Remember that patience is a guerrilla virtue. One of the saddest moments in marketing is the snazzy newspaper story or big time TV report about the products or services that are not yet available. The business owner is so enthralled at the thought of free publicity that the news is released before people can buy what he or she offers. 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 their grand openings. If they don't wait, customers will come flocking in to become acquainted with untrained salespeople, poorly stocked shelves, slow delivery times, clumsy sales procedures and messy surroundings. Polish these items to perfection before your grand opening or it won't be so grand. Guerrillas are rarely in hurry. Telemarketing calls that don't get through or that reach answering devices are wastes of time and money.