Step #1: Carefully go over your own operations to make sure that you aren't losing sales to "The Spike" because of some act of omission or commission that has escaped your notice.

Look for anything that might discourage people from buying from you and, if you find one or two things are turning people away, fix them! To root out the culprits, ask yourself these questions:

* Is our offer clearly stated? Are the buying directions clear?

* Do our ads explain and emphasize the specific benefits customers will enjoy if they buy our products or services?

* Are we treating customers or clients as we ourselves would want to be treated? Are we invariable courteous and prompt and always solicitous of the customer's needs and wants? Do we suggest follow-up purchases that would add to the enjoyment of a first purchase?

* Can people get through to us by phone or fax without long delays? Do we make people feel at home when they come in to shop or see us? Do we thank people for buying? Do we offer our best customers tangible proof of our appreciation? Do we give these best customers first crack at special discounts and other special buying opportunities?

Do Some "Mystery Shopping"

Once you have made sure that your own house is in order, do some "Mystery Shopping."

Start buying from your main competitor, either openly or on the sly, and see if you can identify one or more serous weaknesses in their way of doing business. If serious weaknesses exist, and you can exploit them, they could be your ticket to a major business breakthrough!

You might find, for example, that your main competitor is too slow, doesn't have the convenient hours, doesn't guarantee full money back, doesn't permit exchanges, doesn't offer a time-payment plan, doesn't offer parking, doesn't make home deliveries. Whatever it is that they don't do that you do now or COULD do, get it all down on paper. Make notes.

Then talk with some of your main competitor's customers or clients, asking them what they like and don't like about dealing with your competitor. Compare what they say to the way you felt when you did your own "Mystery Shopping."

The dislikes could come down to something as simple as extending your business hours by 30 minutes, or letting your customers' kids play with puzzles and toys in your reception area. But, whatever it is, go for it!

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