A large part of Marketing is about understanding and fulfilling your customer's needs in order to ensure both repeat business and future referrals from that customer. It doesn't necessarily take an advanced

degree to Market your business, but it does require a formal, systematic plan that is evaluated on a periodic basis. Here are a few tips on getting started with your own marketing plan:

Start With Market Research

 "So how am I doing?"

Have you ever posed this question to a customer? If so, you know how revealing the answer might be. In fact, you can -- and should -- solicit customer opinions frequently. What you learn can strengthen

your business, and bring you new customers.

For example:

• Send out a simple postcard survey, consisting of two or three questions.

• At the end of each quarter, share your performance results with a few customers and ask them to explain how you can do better next quarter.

• Ask your staff members to assess your sales and customer service efforts.

• After each customer-oriented telephone call, ask the customer for a brief evaluation of your service.

• Invite a small group of customers to participate in a focus group, and provide you with informal advice on your plans and practices.

• Give every customer a comment card, and invite them to evaluate you, pro and con.

• Set up your personal "board," consisting of people interested in you. Once each year, ask members to convene for an "annual meeting" to discuss your performance.

Ten Great Ways to Obtain Referrals

Referrals may be the lifeblood of your business. To encourage more referrals:

• Give existing customers the opportunity to recommend new customers every time you survey them.

• Pass your business cards around liberally.

• Leave coupons at major retail locations and community centers.

• Offer customers bonuses or prizes for referring new customers to you.

• Invite customers and prospects to pass along your promotional brochures to new prospects.

• Ask customers to give you the names of additional people who might need your services.

• Ask for references from satisfied customers.

• Visit prospects who live or work near existing customers and with your customers' permission, use their names.

• Always say "thanks" for referrals.

Keep Yourself in the Public Eye

To keep yourself in the eyes of the public, you must promote yourself. To maximize the amount of exposure you receive, keep these handy tips in mind:

• Develop a master promotion calendar at the start of each year. Aim for at least one promotional activity a month.

• Develop seasonal activities, such as a "spring into spring" educational program or a special summer promotion.

• Find "promotional partners" who can help publicize or sponsor important events.

• Announce everything you do -- contests, events, organizational accomplishments -- to the local and regional media.

• Evaluate. Every time you complete a promotional activity, assess its strengths and weaknesses, and plan for the future.