When you fixate on one client, it makes it less likely that you sell them, or anyone. When I’ve believed that one client was going to be my meal ticket, the end-all, be all it’s rarely worked out that way. Instead, it becomes rougher than it should be.
Selling to an audience of one is tough, because eventually they pick up on the clues. If you want something, and are less than candid on it, you reveal things in the nonverbal communication. The lack of candor undermines the relationship. Fixating on one client means that you lose power to them.
That’s why it’s better to be catholic about who you sell to. Broadly speaking, there are dozens of people I’d be happy to work with. Broadly speaking, I know that I’ll grow my business with or without any particular deal. I am getting the at bats. I close one in 3. (1/3 I reject, 1/3 I would like but don’t get, and 1/3 I would like.)
When we get fixated on people, it’s tougher. The percentage doesn’t change much, but you lose dignity unless it’s done with earnestness and the verve and moxie of a romantic suitor.
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