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followed the ever changing advancements in surgical procedures? The same principle applies to whatever industry you enter.

Marketing reports on regional demographics are also an important tool. Companies such as Scarborough Research (www.scarborough.com) can be indispensable in developing a better understanding of the spending habits and potential need for your product or service within your target market.

CUSTOMER SERVICE

Exceptional customer service is the first line of defense against feeling the effects of a downturn in the market. It is the most hands on tool any business can apply to increased customer satisfaction. Though this may seem like a no-brainer, poor customer service is still singled out as the number one reason why a customer chooses not to do business with a company.

Customer service training has become an industry unto itself, with many businesses modeling the success of the Disney Companies as the standard to which all must aspire. Every employee, from receptionist to service technician to the person sweeping the floors, should absolutely know how you would like your customers to be treated. After all, it is they who pay the bills to keep the doors open.

BRANDING YOUR BUSINESS

In a nutshell, branding is the identity that you create for you and your business. It may begin with a logo or business name, but essentially boils down to the perception that potential customers have of you in the community.

Establishing a brand begins with performing quality work. Eventually that brand is associated with the symbol, logo, or business name, and becomes recognized as a representation of what you and your business has become. The more effort that you put into creating a positive identity for your company in the beginning, the less you'll suffer when the market slides downward in your industry.

NETWORKING AND COMMUNITY INVOLVEMENT

Attending social and business networking events is a great and inexpensive way to let the community know that you exist. Chamber of Commerce or Business Networks International (BNI) meetings are outstanding avenues to promote and market your business. Always have plenty of business cards on hand, and be sure to get the cards of people you meet. Before long, you'll establish many new associations.

A follow up call within a few days is also a good way to stand out from the crowd. Ask questions about their business (people love talking about themselves), and say a little about what you do. As the absolute expert in your line of work, yours

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