Set up a trend report, a document that gives you a quick indication of a change in buying patterns, a new competitive move or threat, and any other changes that your marketing may need to respond to.You can compile one by e-mailing salespeople, distributors, customer service staff, repair staff, or friendly customers once a month, asking them for a quick list of any important trends they see in the market. (You flatter people by letting them know that you value their opinions, and e-mail makes giving those opinions especially easy.)

Print and file these reports from the field and go back over them every now and then for a long-term view of the effectiveness of your marketing strategies.