Reading the relevant chapter in Ford Harding's Rainmaking: Attract New Clients No Matter What Your Field
Perhaps my perspectives are shaped from the industry I serve -- and my brief career as a real estate representative in the mid 1980s before I started my publishing business. Our office had a cross section of competence; from a failure who spent weeks only to lose the sale of a $30,000 mobile home, to top producers moving millions of dollars in real estate each year. I learned some basics, including how to watch out -- and avoid -- 'dreamers' in my office. These were sales reps that saw themselves as commercial specialists; and were working to put together 'huge' land/commercial deals. Initially I looked in awe at these purported super-stars; then I realized they were all talk and little action; living for a dream of success they would never achieve. Meanwhile, the representatives doing solid, middle-sized or simple residential deals earned sizable commissions and referrals for future business. My manager told me: "Watch out for the big stuff -- it tends to fail more often than succeed, and if you want to succeed in this business, don't live in the clouds."
Realistically, the selling cycle for larger projects is much longer, more complex, and subject to disappointment than small jobs. If you put all your eggs into one basket -- that big job you are hoping to win -- and it fails, you are going to have serious problems. And in a recessionary environment, where you need to find and scrounge up business, restricting yourself to big projects may be an invitation for disaster.
So, in conclusion, it doesn't hurt to think bigger -- in fact it may be one of the smartest things you do. Just don't be like the disillusioned people I worked with in that real estate office; living in their clouds in their minds, but in the cellar in actual income.
(As I wrote this blog entry, Harding called me. I had sent him the draft review of the SMPS Marketer article for a last-minute check -- having previously informed him I would do that. In the previous communication, Harding responded he might not have time to review my review; and he confirmed that in the brief phone conversation today. Here we see the combination of time management and courtesy essential for success, on both our parts. )