Your marketing efforts put you in touch with propsective customers who really need your product or service and who are willing to pay for it. Pick the 'lowest hanging fruit' before moving to prospective customers who must be educated on the problem you are solving or on the value of your solution.

You don't have time to get to know and develop a relationship with every possible customer.  You need to employ 'network marketing' so that every friend, relative, vendor and customer is doing your work for you by introducing you to everyone they know and endorsing your business. Rapid introduction of your product or service into the market requires effective use of telecommunications and your networks.

Your message to your customers, members of the business community and to the general public must convey not only the benefits of your products and services, but also your values.  You must represent give your customers a reason to buy from you now and again in the future.