At last! Over the past 8 months I have painstakingly outlined a step-by-step marketing plan for you. Finally, we are at the last installment.

The belief is that small businesses suffer more in economic slowdowns; apparently, a lot of it is to do with complacency. In the good times, we are so busy we may forget the basics that keep the telephones ringing. So keep the essentials in mind.

There are many individuals who fight an overwhelming battle everyday of their lives that greatly overshadows the business problems educated professionals can find solutions for. These individuals face life-threatening illnesses, something that lends a bit of perspective to trying to survive hard economic times.

Rugs, carpet; if they’re made of wool, what’s the difference? They both require the very best cleaner that money can buy – well, that money can hire.

I have been in the carpet-cleaning business for more than 35 years and I am still learning. While I don’t necessarily clean carpets these days (unless a really persistent client demands it) I still keep up to date with what’s hot and what’s not.

Recently, after one of my classes, I was asked by a student if I would go out and take a look at one of his accounts. Marcellus was very concerned that he would lose the account and, by extension, the potential for more buildings from this particular manager.

CFI Los Angeles Chapter Director Vince Attardo has confirmed that the May meeting will feature special guest speaker, CFI supporter, and IICRC guru Darrell Paulson from Advanced Restoration Specialist Inc.

After taking my first training in leather cleaning in the early 90s, it soon became very clear that leather cleaning is – shocking as it may seem – incredibly easy. It’s the process of identifying leather can be tricky and even difficult at times.

Surprisingly, all pundits, financial gurus, the famous man-in-the-street and yes, even your mom all agree on one thing: business conditions this challenging have not been seen in most people’s lifetimes.

Welcome to another edition of “Your 9-Step Marketing Plan.” If you want to review the first 6 installments of this on going article, look to your past issues of ICS magazine or go online to www.icsmag.com.