Customer service can be used to dissect and identify a trove of insights about what customers' value in business. Remember, customers are speaking to you when they buy. If your sales and profits are declining take a look at your customer service program. Yes, your bids, products and services must be priced right. They must be competitive. But, price is just the prerequisite for getting into the game. Where the possibility for real profit comes from is in how you meet the customers' needs.

Linda Hanson, CMC, is a certified management consultant and author of 10 Steps to Marketing Success. She writes, speaks and consults on marketing, management and customer service issues and can be contacted at www.llhenterprises.com. Sign up for her free newsletter The Superior Performance Report.