Land Big Clients - Lessons From Harley Davidson

Last week I wrote about the importance of getting the right team. Today I want to continue the series on how the Harley-Davidson founders were able to achieve success by introducing a new lessons: Land Big Clients.

William Harley and Arthur Davidson were able to build America’s most successful motorcycle company in large part because they knew how to go out and land the big client.

The U.S. Postal Service

Harley-Davidson’s first big deal came from the United States Postal Service. The motorcycles were ideal for rural mail delivery. By 1914, the USPS had over 4,800 motorcycles and Harley-Davidson was selling to nine different branches of the U.S. government.

The First World War

Harley-Davidson’s next big deal came when the United States were getting ready to enter into the first World War. The motorcycles were helpful for reconnaissance, scouting, securing bridges, and establishing forward positions. In 1918, almost half of all Harley-Davidson motorcycles produced are sold for use by the U.S. military. At the end of the War it is estimated that the U.S. army bought 20,000 motorcycles.

The Second World War

Production expanded tremendously during the Second World War. The motorcycles had been proven in the First World War and Harley-Davidson had been selling to various government agencies with an established track record. During World War II, Harley-Davdison produces almost 90,000 motorcycles for the military, almost entirely suspending civilian production which would resume after the end of the War.

Most entrepreneurs fail not because they have a bad product or service, but because they run out of time and money. By focusing your efforts on landing a few key large clients, you can build around their needs and ensure that you have money coming into your bank account to keep you afloat. Trying to sell a product one unit at a time is a recipe for disaster as your sales cycle will typically drag out and you won’t be able to pay your bills on time. Identify where your big contracts lie and focus in on landing one before spending too much time and money on the wrong path.