In the rigging industry, large outfits have decided to enter markets historically dominated by smaller rigging shops. These smaller shops are losing customers at an alarming rate, which is why they must do everything they can to hold onto existing customers and obtain new ones. I’ve never heard of a business that has ever “perfected” sales and marketing to the point that they can sit back and not worry about these areas any longer. It’s sort of like golf. You might get good at it, but you’ll never truly perfect your game.

Read more on page 28 in SlingMakers Magazine.