The relationships that helped build a successful contracting business may not provide access to the opportunities it wants to pursue next. When business objectives change, contractors may need to reconsider how their marketing and business-development efforts can help them reach new customers, establish credibility and build on the strengths that contributed to their success.

Some of the most valuable lessons I learned about marketing didn't come from working in marketing. They came from working in construction.

Those experiences shaped my understanding of how reputation, trust and relationships influence business development—and when marketing can help contractors reach beyond their established relationships.