One of the great challenges of growing a business is to establish credibility. This is particularly true of B2B firms, whose long-term success so often hinges on winning a contract to supply a major corporation. Once you have one towering multinational on your books, it become far easier, theoretically, to get the others’ attention. Getting that first big client, however, can all too often appear to be a Catch-22. Why would they pay you for goods or services, when there are larger, more established rivals with a foot firmly through the door?
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