What customers value most changes constantly, and the pace of change has increased exponentially with the economic recession, says marketing/management expert and best-selling author Jaynie L. Smith.

"The businesses who become relevant by addressing what customers really value at any given time will be the first ones out of the recession," says Smith, whose newest book, Relevant Selling (www.smartadvantage.com), is now available.

"One year ago, people were looking for financial stability in companies they were purchasing from because of all of the business closings," she says, citing surveys conducted by her company, Smart Advantage, Inc. "Now, on-time delivery outranks that because so many businesses cut back their inventory during the worst of the recession. With demand increasing, customers have more difficulty getting what they want on time."

Smith's company analyzed more than 150 customer surveys to learn why customers buy particular products or services from particular companies. It's an essential practice for any business owner during any economic cycle, Smith says, but most don't do it. Her analysis of 10 years of double-blind customer market research for more than 100 businesses revealed that, 90 percent of the time, most businesses do not know their customers' top values. They are often shocked to learn what is at the top of the customers' value list.

Smith offers these tips for getting to know your customers - and potential customers - so you can deliver what they want and adjust your sales and marketing message to become more relevant.

• Customers are usually looking for "how" things are sold, not "what." For most products, there are any number of suppliers. If someone wants to buy a camera, a doorknob, a car, they can drive to the nearest store or order from the first company that pops up on Google. But they don't. Why? Because there's something else they value more than the product itself. It may be product durability, the company's reputation for customer service, or safety features. "If you don't value what you bring to the customer, they won't value it either," is Smith's mantra.  Very few companies know how to effectively articulate what differentiates them, so price often becomes the tiebreaker.

• Understand that existing customers and prospects usually have different values. Smith's company research analysis shows that 70 percent of the time, customers and prospective customers differ in what they most value. When that happens, your message to customers should be different than your message to prospects.  Very few companies make this distinction in sales and marketing messaging. Existing customers may have come to depend on your top-notch help desk. It's what they've grown to value most about your company. Prospective customers haven't yet used your help desk so they don't know how essential this benefit is yet.

• Use what you learn. If you find customers most value speedy responses when they have a problem, and your customer service department is slow, then fix customer service. Make sure to tell the customer service employees that customers have rated fast response time as their top priority. When you've got stats you can brag about - brag away: "98 percent of customer calls are returned within 30 minutes; 2 percent within 1 hour." Now you've used that information in two valuable ways: to make your company more relevant to customers, and to let customers know you've got what they want.

• Invest in disciplined customer research. Research data collection costs have gone down 30 to 35 percent in the past few years and can now be affordable to smaller companies.  Double-blind customer market research is the gold standard and well worth the expense, but it's not feasible for all companies. However, even a small investment in research can reap huge returns. Some less expensive and free alternatives to find out what your customers want include sharing the expense with an industry association; partnering with an organization that needs the same information or a peer that doesn't compete with you; hiring a college intern; or creating an online survey using a free basic service, such as Survey Monkey.

About Jaynie L. Smith

Jaynie L. Smith is CEO of Smart Advantage, Inc., a marketing/management consultancy whose clients range from mid-sized to Fortune 500 companies. She consults nationally and internationally with CEOs and executives to help them define their companies' competitive advantages.  Her first book, "Creating Competitive Advantage" (Doubleday Currency; 2006), is in its 11th printing and is consistently ranked in the top 1-2 percent on Amazon.com for marketing and management books. She holds undergraduate and master's degrees from the New York Institute of Technology.

Baby boomers stand to inherit $10 trillion in the next few years and women will get the bulk of it, according to a Cornell University study, because they outlive men an average of seven years.

"Women already control 60 percent of the nation's personal wealth - they outnumber men and they are traditionally the shoppers," says financial expert Scott T. Schultz, author of Scott Schultz's Guide to Closed-End Funds (www.closedendfundguru.com).

"It's sad that, despite the fact that nearly a third make more money than their husbands and they're starting businesses at twice the rate men are, 38 percent of women ages 30 to 55 worry they'll eventually live in poverty because they can't adequately save for retirement," he says.

With the first of the boomers hitting 65 this year, the nation will see an even greater number of retirement-aged women holding the country's purse strings.

"Many will inherit money and property from their parents and/or their husbands, and many will live another 30 to 40 years," Schultz says, citing the Cornell study. "They'll need to invest their money to ensure they have enough to avoid that impoverished retirement they fear, but they - and the nation - have lost confidence in the stock market; April 2011 saw the lowest number of investors since 1999."

What brokers don't tell clients about, he says, is closed-end funds. Schultz, ranked the No. 1 Separate Account Money Manager for three consecutive years by USA Today, says he earned that national honor by relying almost solely on these limited-issue stocks. Because they're available only in finite numbers and because watchful brokers can find them "on sale," they're a better bet as an investment for those who are willing to sit on them awhile.

Why is the American public so in the dark about closed-end funds? Noting his book is the first written on the topic in more than 20 years, Schultz says there are a few reasons:

• Brokers can't generate a lot of commissions from them. Brokers move open-ended funds quickly because they earn a commission with each transaction. It's easy money for them, Schultz says. Closed-end funds require a longer term investment strategy, so brokers who want to get rich quick won't use them.

• They require more effort from the broker, who has to work to find the "sales." One advantage of closed-end funds is that they can sometimes be purchased at a discount, so the investor starts off ahead of open-end investors who are paying full price for stocks, Schultz says. Even if the fund never gets back up to its full value, any increase at all is a gain. But the broker has to be willing to work to find the good investments with good discounts. And then he or she has to be willing to sit on them.

• Closed-end funds are boring! For a lot of brokers, it's just plain fun to trade stocks in products and initiatives with an exciting ring to them, whether it's Facebook or a treasure-hunting ship. These brokers are constantly trading stocks - and generating transaction feeds, lawyer fees and underwriting fees every time - because that's what they like to do. Closed-end funds require thoughtful, sometimes tedious research before buying, and then the patience of a saint as both the broker and the investor wait for the bid price to increase.

About Scott T. Schultz

Scott T. Schultz began his career in 1983 at E.F. Hutton and was ranked the nation's No. 1 Separate Account Money Manager by USA Today for three consecutive years using GIPS verified/audited performance numbers supplied by Morningstar, Inc. Schultz was a GOP nominee for U.S. Congress in 1988, and met with Presidents Ronald Reagan and George H.W. Bush at the White House. He graduated from Michigan State University with a degree in journalism.

Obesity isn't just an American problem; in Britain, doctors have begun administering the diabetes drug metformin to the unborn babies of morbidly obese mothers-to-be to reduce the fetuses' weight.

The reason: dangerously overweight pregnant women create excessive amounts of insulin, which results in "sumo babies" weighing 11 pounds or more. These extra-large newborns have twice the chance of becoming obese adults, and their numbers have risen by 50 percent in the past four years. Obese pregnant women are at a higher risk of dying while pregnant, and their babies are more likely to be stillborn.

"I don't know how many more signs we need in Western society before we really get serious about our health," says Gordon Filepas, author of Lean And Healthy To 100 (www.adviceformychildren.com), a guide for achieving optimal health based on studying cultures where long lives are the norm.

"Are we really treating unborn babies for obesity?"

In his research, Filepas found many common practices and characteristics in especially healthy cultures. They include :

• Calories: It's not necessary to count calories; people in healthy cultures don't! Once you give your body what it needs, you'll naturally consume fewer calories. This puts significantly less stress on the digestive system and reduces the potential of ingesting toxins.

• Heavy on nutrients: Human beings evolved as hunters and gatherers who took every opportunity for caloric intake. In the process, a wide spectrum of nutrients became the norm, and that is what bodies still crave today.

• Focus on whole and unprocessed foods, fats, and oils: Examples include fruits, vegetables, nuts, seeds, beans and grains. Meat, which is usually the main dish in Western culture, is often treated as a side dish in the cultures Filepas studied.

• Limited toxins: This includes few, if any, pollutants from processed food, water and other beverages, medicine and air.

• A sense of purpose: Individuals from these cultures feel like they are making a difference beyond earning money, and tend to work long days, six days a week.

• Innate exercise: Virtually no additional form of exercise is needed beyond their daily activity.

• Alcohol: Every culture has alcohol. Healthy populations drink regularly, but in moderation. And, they take a greater sense of responsibility for their health.

• Traditional cooking methods: This means low-tech methods, absent of microwaves.

Finding a lifestyle that naturally promotes excellent health became an obsession for Filepas after the deaths of his father and brother in a three-month time span. He wanted to ensure he and his wife and three sons would be together for years to come.

"I tell my friends, family and anyone who will listen: Whatever you hear about health in America, do the exact opposite and you'll be much healthier than the average American," he says. "Americans are bombarded with confusion and misinformation about health; it's a life-or-death situation."

About Gordon Filepas

Gordon Filepas spent 20 years researching Lean And Healthy To 100, interviewing physicians, attending seminars, and reading medical journals and other health-related literature. He is the founder of TGM Partners, a consulting and investment firm. Filepas says he was motivated to learn more about the requirements for optimal health following the deaths of his father and brother within three months of each other. He hopes to ensure the good health of his family, including his wife of 25 years and three sons.

Obesity has become such an epidemic in the United States, the FDA is considering approving a new prescription weight-loss drug - despite safety concerns about it.

It seems the health effects of being overweight override officials' concerns about Qnexa, a drug the FDA rejected two years ago.

That shocks weight-loss expert Don Ochs, who says neither diets nor drugs are effective, long-lasting solutions.

"When you understand the biology behind burning off fat versus packing it on, the whole notion of starving yourself on a low-calorie diet is absurd," says Ochs, developer of the physician-recommended Mobanu Integrated Weight Loss Solution (www.mobanu.com). "And certainly taking a drug that can damage your heart is out of the question."

Here's what people should know about biology and weight loss, Ochs says.

• Your body was designed to temporarily store fat because food was not consistently available to our ancestors. They relied on that stored fat to get them through famines, winters and dry seasons. That worked very well until we made huge advances in agriculture and food supplies became abundant and consistently available.

• When food is plentiful, your body will quickly burn fat deposits - those bulges you want to get rid of - for energy. When food is scarce, it burns fat more slowly, to help ensure your survival. That's why simply eating less is not the best way to lose weight. A low-calorie diet actually tells your body to store fat because food is in short supply.

• You can control whether or not your body stores fat for survival or dumps it for an upcoming time of plenty by sending it the right signals. The types of food you eat, and how much you eat of them, send biologically ingrained messages to your body about whether to store fat or burn it - just like flipping a switch.

• Your body is very efficient at converting certain types of food to fat. These were the foods with natural carbohydrates that were available to our ancestors before a dry season or another winter, such as apples, which ripen in the fall. If you eat these foods, your body interprets it as a signal that lean times are coming so guess what? It starts stocking up on the stored fat.

To address his own weight problem, Ochs spent years studying the biology of fat burning versus fat storing based on research conducted at The Mayo Clinic and the National Institutes of Health. From that perspective he figured out how to recognize when the foods he ate were signaling his body to produce a lot of insulin, which results in storing fat instead of burning it off.

"When you feel very sleepy after a meal, or when you're full and yet you still crave food, those are signals that you've flipped the switch and turned on your insulin production," he says. "How many carbohydrates flip that switch is different for every person based on genetics.

Losing weight by working with biology and your own individual, genetically encoded insulin triggers is natural and a prescription for long-term success. It doesn't mean you can eat whatever you want and never exercise, but it does mean you'll feel full and satisfied and have lots of energy. And keep the weight off.

About Donald Ochs

Donald Ochs is a Colorado entrepreneur, the president and CEO of Ochs Development Co. and M4 Group, an inventor and sports enthusiast. He developed the Mobanu weight loss system based on research conducted at The Mayo Clinic and the National Institutes of Health. The program is endorsed by physicians, nutritionists and exercise experts.