Upfront fixed expenses may include copywriting, design, photography, illustration and printing, to name a few. These are the investments a company makes to create a promotional piece for business development.
In contrast, lost sales opportunities might be considered variable costs or opportunities not realized. You’ll never know how profitable a new client can be if you don’t land them first. You may avoid spending money, yet what is the cost of not being prepared? Having to tell a prospect who asks for a brochure that “we’re working on it” isn’t the best way to build confidence.