Always Go After the Big Fish

Do you go after the big fish or the small fish first when it comes to attracting clients? What are the risks/benefits of your preferred approach?

We used to have the saying ‘Whales, not minnows’ in my previous company. We instituted it after we realized that we were spending a lot of time on boarding new clients who were often not much bigger than ourselves (at the time we were about a 50 person company). Since it often takes roughly the same amount of effort to attract and land a large client as it does a smaller client, I always advise people to spend time landing larger clients. The outcome is often much better in terms of larger/longer deals as well as more stable income.