I’ve come to an important conclusion: clients are like brick walls. Take a look at the image above. See that the bricks are all different sizes, even different colors? And look at the mortar. Some of it is evenly spaced, a lot of it isn’t.
There is a tendency in all sales people, regardless of whether they are in print, or any other type of service or product, to get “the BIG sale”. Yeah, as print salesperson, I’d LOVE to land a million-dollar account. But I’ve come to an important understanding lately, which is illustrated by a brick wall, particularly THIS brick wall above.
You need to have both brick and mortar to make a wall firm, and to keep it standing. Too many bricks and not enough mortar, and your wall can collapse. Too much mortar, and not enough brick, and your wall is bound to tumble down.
You want the “nice” accounts that bring in some good billing every month, but you NEED the smaller accounts that hold it all together. And you need to TREAT those smaller accounts with just as much care and concern as you do the million-dollar accounts.
Brick and mortar – big and small – they are all important to build that brick wall of a good base of clients.