Years ago, a potential client reached out to me about doing business.
He wanted a sales letter to achieve an objective, however the sales letter
would only be sent to a small handful of people he knew personally.
“You don’t need me to help you with this. Just call them up and ask them.”
After all, he already had the relationships and it was a small target market.
I couldn’t, with any level of integrity, accept the business.
Anyway, we lost contact for awhile, and then he reached out to me again –
and has gone on to be a much, much larger client than he would have initially
One word: TRUST.
By playing the long game, I had turned a small client into a big client.