An acupuncturist who also sells Pre-Paid Legal Services memberships. A sales trainer who also distributes organic chocolate bars. A land development consultant who also sells purified water machines. A real estate agent who also sells beauty products.

Are you seeing this as often as I am? Friends, acquaintances and service providers promoting their other businesses to the same audience to whom they promote their primary businesses.

For example, I get emails now and then from a real estate agent who includes a blurb about that month's Mary Kay special in her signature line. Sometimes it's reversed; she sends out a promotional email for her beauty product business and includes a blurb about real estate in the signature.

Just last week, I was approached a few weeks ago by an industry sales trainer who wanted to know if I'd be interested in selling organic chocolate bars to supplement my own sales training income.

And yes, I was in an acupuncturist's office where his Pre-Paid Legal Services membership brochure was prominently displayed on the check-in/check-out counter.

Hey, we all know times are tough. In an uncertain economy, maybe it's prudent to hedge one's bets and create alternative income streams across different industries. (Maybe ... although perhaps a better strategy is to commit 100 percent to one, but that's a topic for a different day).

But cross-marketing incompatible products or services will likely backfire. We all have visions of the sort of person we'd feel comfortable entrusting our beauty needs to and that's not likely the same vision of the person we'd like to talk to about refinancing our home. And it's human nature to assume that someone who claims to be worth, let's say, $150/hour to consult on land issues shouldn't need to sell water purification systems on the side.

Instead of broadening the audience for both your primary product or service and your supplemental product or service by cross-marketing to your database, you'll very likely discredit yourself in both.

Okay, okay, Jennifer. I get it, but I need the extra income, so what should I do instead?

Here are a few ideas:

First, choose compatible industries. Selling organic chocolate bars might fit quite nicely into the business model of an acupuncturist, chiropractor or massage therapist. Ditto water purification systems. Selling Pre-Paid Legal memberships is somewhat compatible with the business model of a real estate agent or tax accountant. Mortgage brokering along with selling supplemental insurance or financial services might make some sense.

If you're already committed to incompatible industries, perhaps you can bring your spouse on board to be the "front" man or woman for the supplemental business. Therefore, when you promote the second business, you can be doing it ostensibly for your spouse (isn't that sweet?), even though you may be the primary business owner/manager.

If neither of the above options are practical for you, don't promote the products or services at the same time. Keep them separate in your marketing. When you send out stuff about real estate, keep it about real estate. When you promote your organic chocolate business, don't breathe a word about your mortgage business. Don't show up at a real estate closing with a Mary Kay pin on your lapel. Don't show up at your Pampered Chef party with a Realtor pin on your lapel.

While mixing business with business may be a economic necessity for some, don’t risk your credibility any more than necessary … or you may find yourself in need of yet another source of income to fit into the mix!

Published: July 19, 2010

Use of this article without permission is a violation of federal copyright laws.

Jennifer Allan-Hagedorn was a top producing real estate broker in Denver, Colorado before writing her first book in 2007. Since then, she has written several more books about the business of selling real estate including her flagship book: Sell with Soul: Creating an Extraordinary Career in Real Estate without Losing Your Friends, Your Principles or Your Self-Respect, the sequel, If You're Not Having Fun Selling Real Estate, You're Not Doing it Right and her latest, to be released in Spring 2011, Prospect with Soul for Real Estate Agents. Jennifer believes that the secret of success for real estate agents is not in aggressive marketing techniques or hard-core sales pitches, but rather in being competent in one's craft. Competence begets Confidence. And in today's world of increasingly suspicious and ad-weary consumers, having an air of self-assurance and enthusiasm will be far more effective than a slick sales campaign. Jennifer writes and speaks with this philosophy in mind. She preaches that salespeople should follow the Golden Rule in their day-to-day practice of business - treating clients and prospects respectfully, as the salesperson him or herself would like to be treated. Being competent, reliable and fair, and motivated by a true desire to earn a paycheck, not just show up at closing with hand outstretched. She is a regular contributor to several real estate newsletters and magazines, a member of the RE/MAX Hall of Fame and one of the industry's most popular bloggers. You can learn more about Jennifer's "soulful" philosophies at www.SellWithSoul.com. Subscribe Below to Enroll in the Daily Seduction Newsletter Mini-Clinic - Tips and Strategies to Generate Business and Referrals From Your Sphere of Influence! Your Full Name Your Email Address