Selling more to existing customers is said to be a lot less costly than finding new customers.
For a small sign shop with, say, a Roland printer-plotter, this could mean finding more printed items to offer—there’s almost an unlimited variety of stuff you can print on your printer-plotter from lawn signs to T-shirts. Couple a little research with some creativity and you could produce an offering of products to enable you to proactively approach customers instead of waiting for them to approach you.
But even if you extend the range of output your Roland printer-plotter, what about the types of signs it cannot produce? What about engraved signs? You know, washroom signs, name plates, and so on. This is where you may need another piece of equipment such as an engraver (you can get desktop engravers without a huge capital outlay) and start offering engraved signs. You’d do your homework first of course and crunch all the numbers. But who knows, it might work out to be an additional income generator.
And if one idea doesn’t work out, keep looking. When you add a new item to your product offering, tell your customers and the rest of the world. It’s a much better strategy than sitting waiting for customers to approach you for what they think you may be able to produce.