Marketing your residential service business is about more than just your direct mailing, TV ads or website. Marketing is also about branding, budgeting, how you answer the phone, impressing customers, building lifelong relationships and more–really, it’s everything.

Those traditional marketing avenues I mentioned can get your phone to ring, but if your customer service representative in your call center is crabby and rude, you could lose the sale. Or you book the call, but your technician talks over the customer’s head when explaining service options and you lose the sale there. This is getting to the idea of holistic marketing: Think of your employees as part of your company’s brand experience for the customer. Empower them to go the extra mile for a customer to push that customer’s experience to the top.

Ask yourself the right questions to determine whether you are implementing holistic marketing. Find out what these questions are and more.