Every so often, I'm hired by a company to develop a marketing plan for its business. Yet after conducting my initial assessment, I discover that the company's lack of a marketing plan isn't the problem. The real problem is the company's poor service. For these companies, spending any money at all on marketing is like pouring fine wine down a sinkhole.

If your company's service stinks, fix that first. Then worry about promoting your company.

The Pillars of Service Cool

Without great service, your company is doomed from the start. But what exactly constitutes great service? There are three basic elements—my Pillars of Service Cool:

1. Timeliness

2. Follow through

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