Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

“wasted” half an hour on the phone.

I got a call from a prospective client.

Five minutes in and I knew that I wasn’t interested. I could have ended it right there.

Instead, we talked about our respective businesses, realized we knew some people in common, and complained about winter (a popular New England pastime).

Waste of time?

Yes, if you think you need to monetize every interaction immediately.

No, if you think of every interaction as “marketing;” a chance to expand/reinforce your network and brand, knowing that this is where word of mouth is born.