Asks if you should be offering your existing services to new on-profile groups in your existing marketing area, permanently or temporarily. Changing demographics, technology and other factors can create and diminish marketing opportunities, often in the same place and within very short periods of time.

Example: The computer revolution changed the occupational and ethnic face of northern California near San Jose and gave it a new name — Silicon Valley. The Silicon Valley explosion was tied to the rapid growth of the PC industry. Now this sector has matured — with new product cycles slowing (or worse!), the Asian market still down, and the labor market tight because of competition from other regions, both in California and nationwide. Thus, Silicon Valley's boomtown status is imperiled. Producers who work primarily with engineers in Silicon Valley and elsewhere realize many of the companies that employed their clients and prospects are now in trouble or long gone, resulting in hard times for skilled professionals who once knew nothing but prosperity.

Because entire industries are subject to work slow-downs or shutdowns, targeting more than one market segment is smart. In fact, this program will be especially useful to advisers at any experience level who are drawn to new marketing opportunities for whatever reason.