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My high school baseball coach ran countless drills during practices. They seemed trivial at the time, but they were all designed to teach us the basic skills necessary to excel in athletics. If we were going to win consistently, we had to master the fundamentals. The same principle applies in the real world: You have to perfect basic business strategies before you can conquer the market.

When the worst financial crisis since the Great Depression hit in 2008, many industries suffered. However, companies that focused on core business fundamentals before and during that time are bouncing back stronger than ever because they had a solid base to work from.

Incorporating five fundamental success strategies into your marketing plan will help your company succeed in any economic climate.

Provide value to your existing clients. Sounds pretty basic, doesn’t it? But there is a big difference between vendors and partners. Partners help clients identify new opportunities, refresh their image or market new products. Vendors just sell stuff. When the recession hit, vendors were left out in the cold as companies consolidated remaining budgets. Relationships with partners were held to a different standard; those connections were strengthened because companies couldn’t afford to lose the partners that brought value to their business.

Diversify your portfolio to minimize risk. Some believe in the “niche equals rich” philosophy. Sure, it’s a great way to grow quickly, but it has risks. Specializing in one industry can be profitable, but if that industry falls upon hard times, your business can suffer long-term damage. Identifying other industries that fit well with your business helps keep the balance sheets in order.

Be proactive. Dust off that strategic marketing plan and start using it. Create opportunities instead of waiting for them to arise, and don’t be afraid to take risks to keep your business growing. If your competitors are weak and defensive, now is the best time to steal market share.

Pursue new business opportunities. Your company should always be seeking new business. When times are good, many companies coast. Don’t let profitability lull you into complacency. Consistently identify new prospects or increase business with existing customers for growth and stability.

Deliver quality products and services. Take pride in your work and produce results that exceed your customers’ expectations. Consistently deliver innovative, high-quality products and services, and you’ll distinguish yourself from your competitors.

My high school baseball coach taught me a valuable lesson: Master the fundamentals, then swing for the fence.

My major league baseball career didn’t pan out, but thankfully, I’ve had much better luck in the business world. Thanks for the lesson, Coach.

Todd Senne is the president of Trilix Marketing Group, a full-service marketing firm in Johnston.