By Robert (Bob) W. Lucas

In an economy in which organizations of all types and size are struggling to stay afloat, effective service is often a crucial factor in determining whether customers stay or go. The sad fact is that many owners and managers are so distracted with bottom line issues that they forget to focus time, attention and money on this pivotal issue until it is too late and customers have already defected. In reality, this is not a new phenomenon. A 2006 White Paper by Maritz, Inc stated that "almost one-half of all customers who abandon a brand or provider do so because of service --- and almost two-thirds of the time it is because of poor service rather than promises of better service elsewhere." That indicates that managers have often lost touch with one of the most important elements of their business – their customers.

By Joanna L. Krotz

Too many small-business owners think marketing is like a trip to the dentist — something you just gotta do every six months or so. But when marketing is continuous and targeted rather than occasional and shotgun, business gets easier. If prospects have a positive view of your wares and reputation before you call or before they start shopping, you're that much closer to nailing a sale. The next news flash is that ongoing marketing isn't tied to a price tag. It's defined only by putting the right message in front of the right person at the right time.