When an angler gets a nibble he is bound to continue fishing that potentially productive spot. Business people should think more like anglers. Too many times a company unexpectedly gets a job from outside its traditional market and then doesn't follow up on a possibly hot new area of business.

A New England consultant who works regularly with financially troubled companies recently got two jobs from local banks. They wanted him to consult with struggling businesses that were unable to pay back the banks' loans.

Although the consultant had never considered banks as potential customers, he suddenly realized their suitability as clients, particularly during times of economic hardship. He sent out a direct mailing to more than 30 major New England banks explaining how they could benefit from his services.