1. Hunters - These are people who often wind up in New Business Development departments.

2. Gatherers - These folks often are account managers who nurture an account for (hopefully) many years.

When it comes to marketing plans or the execution thereof, it seems to me the playing field is mostly filled with Hunter types who are interested in going out and getting new fish to put in the tank, rather than hanging on to those fish they already have.

Granted, this may have changed somewhat over the past three years, as tough economic times have forced people to work with relationships they already have.

The less than robust economy of recent vintage may have changed our marketing outlook and how we do business. Instead of being reactive, wouldn't it be interesting if a company proactively decided to simply say, "We are going to be getting all our new business from our existing business, and then through referrals thereafter."? In order to get referrals, you'd have to be pretty comfortable asking for them. This means you'd really have to treat your customer base very well.

In the long run, you would most likely have to return to acquiring new fish for the proverbial tank from outside sources. Nevertheless, finding new business from existing relationships is, in my estimation, an underutilized resource. Now, if you'll pardon me, I'm going back to mine my database. LC

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