Sociologists will improve the status of their discipline and contribute more to the solution of social problems if they recognize sociology's relevance to the private sector. Four concerns are basic to this recognition--identifying the private sector's needs, ascertaining how other disciplines appear to meet these needs, recognizing factors which impede sociological practice, and improving the packaging and marketing of sociological skills. Sociologists can focus on these concerns by investigating the following questions. What real world issues offer the greatest challenges to sociologists? Why is so much sociological research critical of social and business conditions? How can a particular company gauge future markets? How can a company best serve a given market? What social changes may arise to affect business operations? How can sociology research be more objective regarding the business sector? What types of advice do people in the non-academic world expect from sociologists? In summary, it is suggested that sociologists' contributions to the private sector will be viewed more favorable and acted upon more often if sociologists familiarize themselves with business needs and interests before offering advice. (DB)