Because I have been in practice for so long, i sometimes take time to identify what may have been a turning point in terms of my success. I have identified that moment as the time I started to solicit Chief Executive Officers, and other high ranking people, for business. I am not going to tell you that there was not a fair amount of trepidation involved in making these "pitches". I just decided that I really was expert in my field, and the key to winning over people in high places was a focused presentation which connoted an ability to articulate value to the person I was aiming at.
As I have done in most of my marketing efforts, I reached out to my network of friends and family to assist me in the process. While I did not realize it then, I now know that speaking with, and emailing, them had the unintended consequence of educating them about my abilities, and in effect became an advertisement for myself which has led to subsequent business opportunities from those people.
The other key to my success in landing the "big fish" has been writing. I write a weekly post in my hometown paper, the Milton TIMES. I can send a copy of the latest edition, with my post on, hopefully, something relevant to my target and tell him or her, that I thought they might benefit from some of the materials in the post. Whether they do or do not read the post, they see that I am "in print". They did not know that about me. Maybe, I am a person they should consider for their next development project or multi-million dollar Condominium purchase.
I see the most important benefit of landing the big fish as the "trickle down effect". Well, if my boss uses Elliott Topkins for his real estate work, maybe I should speak with him, too.That has started to happen now that I am working with more substantial clients, as well.
There are really myriad benefits in going after the big one. Even if you do not get what you are shooting for initially, the fact that you made a well-prepared presentation may keep you somewhere in the person's mind for a future opportunity. A lot of times we win when we lose.