The problem with landing "Big" Clients

Be careful what you wish for - you may get it. If you've been hustling in an agency business and have picked up a few small clients here and there, but want to go pro... careful, tiger.

“Big” and “small” are less helpful descriptors than “best fit.” Before we get into best fit, let’s talk about...

Why big brands aren’t all they’re cracked up to be.

I’ve worked with several big brands, and not once did I enjoy the experience. The same goes with celebrities, save one. Big usually means slow - there are so many levels of management and process to wade through. Big also means risk-averse: they have a lot to lose.

Their opportunity cost is high.

On the other hand, small is hungry but usually lacks cash flow, and there is less to work with in terms of what you can impact.

Of the clients you have now, does one stand head and shoulders above the rest? If so, the question is: “how do I get more clients like that?”.

A best fit client is:

• Easy to work with. Ideas and implementation are fun and frictionless. (the physic energy you lose from going back and forth with clients whose culture isn’t a match to yours is costly!)
• Lucrative, in terms of time put in for net profit gained. (I’ve had million-dollar deals that ended up being less profitable than 10k deals.)
• Impactful. I can help thousands of different businesses grow, but there are only a few I can 10x. I seek the ones where my work has the most significant impact. It feels good on the soul, and it’s good PR for the business.

Listen. If you have to meet payroll, sometimes you take what you can get. But as soon as you aren’t treading water anymore, the deliberate focus on getting a best fit client can be the greatest thing you do in your business.

1% of clients control 50% of the profit potential in nearly every market.?

And it’s not size that reveals that. It’s more subtle. A clue: it’s not the clients everyone thinks it is and not the ones most of your competitors are going after.