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If large, publicly-traded corporations can have a goal to achieve the highest levels of customer satisfaction, can small businesses have the same goal? Of course, businesses on a smaller scale can still strive for ultimate customer satisfaction. Most likely, their market will not target a global audience like an international company, but the target market of a small business certainly might be a specific audience, a specific geographical location, or even a national market. Therefore, the goal is the same only with a smaller market.

Achieving the Goal

What is the mindset, what is the philosophy that must be developed by owners and managers of small businesses to achieve the goal of ultimate customer satisfaction? One only has to look to successful leaders

It is imperative for a small business to make the most of every dollar spent on marketing. Various sources of marketing must be thoroughly analyzed for the immediate return on investment, subsequent return on investment, and general branding.

Unfortunately, many small businesses do not take full advantage of resources available that can stretch the amount of marketing dollars. In addition to traditional marketing efforts, the following are inexpensive ways to obtain customers and increase sales:

Leads and Follow-Up

Following up on leads generally produces positive results. To the contrary, when leads exist in a business but nothing is done to follow-up on a prospect’s interest, money is left on the table.

Businesses should track leads. These