Serve the Rich

Roy H. Williams shares 5 Tips for Reaching the Rich on Entrepreneur.com.  Though Williams is talking about getting your “product” in the hands of the rich, much of his advice makes sense for service providers as well.  His five tips (read the article for explanations) are:

1. Hang out in their hangouts.

2. Become useful to them.

3. Put your product where they can see it.

4. Target through copy.

5. Pull, don't push. 

At the end of the article, Williams suggests that selling to the rich isn’t as important today as it once was:

Today a middle-income office manager may save her money to buy a single luxury item, like a Chanel jacket, the same one worn by a wealthy woman who has a dozen others like it in her $2.5 million house. While it may feel good to have the truly rich woman as a customer, you don't want to lose sight of the fact that for every one of her, there are at least 250 of those middle-income managers anxious to buy that same Chanel jacket.

Remember that last sentence.  Are you better off in the long run working your tail off to land that one huge client, or looking at ways to become indispensable to small yet growing businesses?