Beware easy-to-sell but hard-to-serve clients for your agency

It's not uncommon to hear agency owners talk about wanting to target small businesses because there are so many of them and you can talk with the decision-maker more easily.   While it may be an appealing target, there are reasons to be cautious. There's a good chance that you will be dealing with the owner, which can help lead to a faster sale since they may treat it as an impulse purchase. On the flip side, every penny you get is out of the owner's pocket so they will be scrutinizing results far more closely than an employee in a larger organization.   Chip and Gini talk about these and other issues, while also noting that there is a time and place for focusing on smaller organizations as an agency as long as you have a clear plan and model to make it successful.