Make Your Goals Reachable

Set goals reachable for your business and your budget. Certainly you want an Internet presence. It will answer frequently asked questions so you can reduce— not eliminate—phone time. It should add some incremental sales. Properly installed and used, it can cut order processing costs from dollars to pennies.

Using e-mail lets you serve customers with computers even better by giving them special treatment, such as a note from you—one more personal than direct mail. As the company president, you can communicate individually with your best customers and make them feel the way they should feel—special! They are the people who pay your bills, pay your mortgage, maybe pay for a pool in your back yard, and should be treated as such.

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