Marketing effectiveness builds over time. Being in the market with a consistent and dependable message, while delivering superior service and a dependable product, will generate a new business referral for your company. Word-of-mouth marketing is the best referral you can get. You can dramatically lower your advertising and marketing costs, raise your prices and help your business grow by building a successful word-of-mouth marketing program into your business.

To improve your company's word-of-mouth marketing program, gain a stronger grasp on the transactional costs your business incurs to generate a referral. Review the hidden costs your current accounting system might not be measuring. For example:

• The time spent patiently explaining to your customer how their new system works
• The time spent sweeping the walk and leaving the job-site litter free and cleaner than when you arrived
• The follow-up phone call a week later to ask the customer if their system is working to their satisfaction
• Revisiting the job site because your customer tinkered with a sprinkler head or controller
• Keeping in touch with your customers for start-ups and winterizations so they remember who you are
• Calling back three months later to insure customer satisfaction
• Having clean and well-kept trucks
• Sending thank you notes to customers
• Sending follow-up customer satisfaction surveys
• Making sure you and your crews wear professional apparel