The following is an excerpt from Chapter 2, "The Battlefield," of the book, "David Can Still Beat Goliath," by Norton Warner.

Customer dissatisfaction induces a search for a new supplier of a product or service. Consumers who move into your community need new product and service providers. Condition changes also create new customer needs and wants. Since all these factors- customer dissatisfaction, change of residence, and condition changes-can arise any hour of the day, any day of the week, any week of the year, two strategies are necessary to increase your market share by attracting new customers, and a third strategy can also be productive.

1. Create awareness, understanding, and trust or preference before the customer need or want arises.

If you have reached prospective customers hundreds of times with your message, you have an excellent chance of moving them through the advertising communication process before the need to purchase arises. Either your name is on their shopping list or you have developed a consumer franchise in their minds.

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Tags: advertising, customer, prospects

Never rely on the memory of your customer for the success of your business. I could and probably should stop right there because that says it all. But I won’t. Let’s explore this thought. My experience with too many businesses is that once they make contact with a consumer or once they get that customer in the door or on the phone, they feel they can move on to the next one. STOP! You can’t leave them hanging there, blowing in the wind of the unknown. Read More...

Tags: customer, marketing, memory, small business