Digging for Gold

It continues to amaze me how hit-or-miss opportunities are. Because of the recession, of course, there is certainly very little low hanging fruit. But I am nonetheless pleasantly surprised at how we're still managing to find new business for our clients.

I would have to describe today's environment as opportunistic - not in the amoral sense of the word so much as in the sense of not being bound by convention or pre-conceived notions.

Let's say, for example, that your traditional market is in some vertical, but your usual marketing and sales methods aren't getting anywhere because the segment is dead. We're finding that, by poking around in other segments, you can find sales. You just have to be a little imaginative, and be willing to experiment. Take off a constraint on your prospect list, and you're likely to find an untapped, and underserved market. Be willing to re-package your offering, and all of a sudden you might find some takers.