There's an art to naming periods of time. In Ireland, they called it The Troubles. Let's call ours The Difficulties. After all, 90% of the people who want work are employed, but home values have declined 25%; the stock market is gaining ground, but retirement accounts are worth a lot less than a year ago; consumer sentiment is rising but GM is about to follow Chrysler into bankruptcy. Life, for many, is difficult and for business more so. It's a different world, it's The Difficulties.

With all that going on what I have found, though, is people who are succeeding. They are succeeding because they are listening to what their customers want. They are succeeding because they are responding to their customers' needs.

During the Difficulties, those who change to meet the new requirements will grow and prosper. Those who don't will wither and die (unless the Government - that's us by the way - allow them to carry on as though we haven't passed them by). A case in point: I received a call the other day after a visit to the bank. They wanted me to participate in a survey. I always agree to participate in surveys because I always learn something. Usually it's something the sponsor didn't intend to teach me. Now, this bank is where my accounts have been for over ten years. It's one of the Big Boys, but I won't be more specific than that. The person doing the survey asked me if the teller greeted me politely and welcomed me to the bank; she asked if my transaction was handled promptly and if my questions were answered; she asked if the teller thanked me for my business. Check, check, check. She never asked me if I was satisfied with the way my accounts were handled, whether the fees on my accounts were appropriate, or if the staff went out of their way to help me when I had a problem.

You see, the questions you ask your customers will depend on what you want to hear. Are you willing to listen to what they want? What they dislike? What you need to improve or change? If your goal is to get answers that support your opinion of the services you provide (and make you look good to management), it's easy to ask questions that will yield those results. If your goal is to respond to your customers to build your business, you'll ask your customers questions that will make them comfortable telling you exactly what they think.

Armed with that information, you can meet the needs that others won't.

Remember, it's not sold until the customer pays you. Most of the businesses that fail do so for lack of cash flow. Set expectations at the beginning of a sale, do what you say you are going to do, and follow through until you receive payment. Teach your customers that you expect - and reward - prompt payment. Even if all you do is call to thank them, you will probably be one of the few who does. Every transaction should end on a positive note.

Classes and seminars are a networking opportunity. You'll be with other people who, like you, are interested in the subject matter. If there's less going on in your business right now, it's a perfect opportunity to increase your knowledge and meet others with the same idea. Expand your mind and grow your network at the same time.