At least once a quarter, spend a few minutes investigating your company as if you were a new customer. Remember, all your sales and marketing efforts must be backed up when customers hit your door, phone or website; otherwise your efforts are wasted.

• Visit your website with fresh eyes. Do all the links work? Are the phone number, address and hours of operation correct? Is it easy and clear to contact you?
• Check your contact form (if your website has one). When a form is completed, do you know where it goes? Does your internal staff treat these leads with the importance they deserve?
• Call your company’s main number and/or 800# from an unknown number. How is the experience? Does someone answer who is pleasant and ready to help?

Follow-up directly with a few new customers every quarter upon the completion of their first job. Have a quick list of questions to gauge their satisfaction level and willingness to repeat business.