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One of the most amazing things about consumers is thatpeople are not aware of the publications available withintheir industry.

It is a very wise decision to visit a local library and askthe business librarian how to find magazines orpublications that are in your industry. They will help youlocate them and it may be a good idea to subscribe to them.

Reading these publications will keep you informed andmotivated and show you how well other people are doing. Youwill read success stories and be able to implement ideasthat other successful companies are using. You will alsosee products and services within your industry offered tocompanies like yours.

This will also keep educating you. The best investmentyou'll ever make is the investment in yourself. Once youstop doing that, you don't stop in one spot, you gobackwards. You don't want to let that happen.

Your industry publications are a great source for thisinformation. They're very easy to read and usuallyinexpensive. Some of the newsletters are a little moreexpensive, but overall these are worthwhile.

while you're into reading over your new publications, youwill notice that the vast majority of businesses are madeup of the "numbers game". You see, business is numbers. Ifyou don't know what your numbers are, you really don't knowwhat's working in your business.

You won't be able to focus. You can't just have a "kind ofa notion" about your numbers. You have to know them. Youshould look at them every single day. There are 5 checklist items you must do on a routine basis to cover all yourangles of your business:

1. know the cost of a marketing campaign.

2. know how many calls you got from that campaign.

3. know how many of those calls became customers.

4. know the average amount of money you made from thosecustomers.

5. know how many referrals you got from those customers.

When you calculate the figures, you'll know if a marketingcampaign is working and you can figure out your averagenumbers. Then you'll know which is working better and whichis working worse. This is the only way to track yourmarketing and only doing things that work.

The combination of your new publications and whilecrunching numbers, you'll Want To Have A Standard PackageOf Material For New Customers.

You'll want to develop a package of information to send toevery new customer that is going to thank them for becominga client, include your free report or book that explainsyour products and services. This will educate them as towhy they're going to continue to do business with you.

This type of package can do many things for you. It canshow them your company goes the extra mile. It can createhigher perceived value because they're getting more thanjust a product or service.

It helps you convince them to buy more and continue being acustomer of yours. It's cheap and easy. You're going to besending information to them anyway, so you may as wellpackage it together in a welcome kit. Now that you havepublications and numbers to review, the only thing left isto give your customers exactly what they want- yourproducts or services.

By Abe Cherian

Copyright © 2005

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