Ever day we see more news stories about public sector cut-backs and the state of the UK economy. I feel that those that will struggle are the mediocre businesses, the ones that have not invested in finding new markets, new products or services. Actually you meet them most days as you do business with them and then think you won't go back!! The frightening thing is that they likely don't know your feelings.

So now, more than ever, take time to know your customers thoughts about you. If you are in B to B then go and see them as a "listening day" - don't try and sell them. Instead find out their challenges, where they are going to, how they are going to get there. Also ask them which suppliers they admire and why - that will give you a good benchmark for your service levels.

This should all be part of what I call the "2 Win Factor" . It's that extra resolve to win THEIR business instead of just winning any business.

Don't just Express Interest in their contract. Instead express Serious and Enthusiastic interest. What do you think? Do you know a business that has the "2 Win Factor" ???