<p>The easy thing to do when markets get tight and business slows is to blame the economy or external factors.&nbsp; As your traditional customer base slows down, you slow down,&nbsp; causing you to struggle to maintain revenue levels.</p>
<p><img alt="expanded base" class="image-left" height="190" src="/images/uploads/expanded-base.jpg" style="float: left;" width="244" />Unfortunately, this is simply an excuse.&nbsp; When we aren't challenged to expand our customer base we usually don't.&nbsp; As I travel around the country I hear people talk about pricing competition, dwindling demand or the lack of financing available.&nbsp;</p>
<p>Let me give you a very simple solution: <em>expand your customer base.</em></p>
<p>Though this may seem elementary, few actually apply it.&nbsp; Expanding your base can occur in two fashions:</p>
<ol>
<li>Going to non-traditional customers. </li>
</ol><ol>
<li>Iincreasing the number of clients.&nbsp; </li>
</ol>
<p>There is no such thing as a finite pool of business opportunity, merely the limitations of our own efforts.&nbsp; Setting sales strategies to aggressively approach these business pools is essential to success.&nbsp;</p>
<p>Doing the basic research necessary by reviewing websites, past projects, network connections or marketing materials can give you a leg up in qualifying the new clients you will approach.</p>
<p>Doing nothing is a guarantee of lesser results than previous years.&nbsp; Not having a plan is conducive to failure.&nbsp;</p>
<p>Spreading your base will also solidify your market position and financial health when the economy rights itself. All in all, widen that business backside as much as possible!</p>