Given equal products, pricing, selection, and quality, convenience will carry the day in the competition for sales. To use convenience as a weapon, develop a customer-centric attitude about your manner of doing business. Constantly evaluate your business from the customer's point of view and think about how you can make your business relationships better or easier for them.

Let's walk through the stages of customer interaction and look at some ways to improve convenience along the way.

Initial contact.
Make it easy for customers to learn about your business without being intrusive. Ideally, your company name should come to mind at the exact moment when your customers need that type of product or service, and they should know or be easily able to learn how to contact you. The only way to develop that kind of identity in customers' minds is by repeating your company name and basic marketing message.

But the...

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