Ask yourself "Why are people/business buy from us?" Write down the tope three to five reasons. Be very specific. Don't say we are cheaper or better. The reasons you write must be specific and measurable. For example, businesses buy from us because we always answer email or return phone calls the same day.

After you have your list of reasons, make a list of all of your customers. List the name of the business and the dollar amount each company spends with you. For example, Happy Company $15,000. Once you have created your list identify your best customers based on dollar spend and profitability.

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When your list is complete, identify your top 15-20 clients and call them and ask them questions such as "Why are you buying from us?", "What makes us better than the competition?", and "Are there any additional services that you need that we could offer?" For best results, ask a third party such as a marketing company to conduct the customer interviews. If the business owner or the sales person calls a customer, the responses might not be as open as the questions come from a third party.

After you have received the answers to all of your questions, compare the results to your initial thoughts about the reasons companies buy from you. The results might not be what you thought at first.

As you market to new prospects you have to understand why people buy from you, what differentiates you from your competitors, and why companies remain loyal to you.

Good marketing is built on measurable factors. Once you have a clear understanding of what is working for your company you can scale up your successes and scale down your failures. Build your marketing strategy on real numbers supported by facts not intuition.