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How to Introduce Yourself to a Market, Create Credibility, and Flourish

By Vickie Sullivan, Contributing Editor

One of the most popular ways professional service firms grow is by penetrating new markets. The most common obstacle: all markets have their favorite suppliers -- companies that have been there since the Ice Age. How do you create credibility and attract clients when you are the new kid in town? Here are two ways to do an end run around the Old Guard.

Apply Your Expertise To The New Market

Most newbies don't get past the first round of consideration. Why? It's because the buyer can't see the connection between your expertise in one area and their challenge in the market you've decided to enter. The Old Guard can argue, "Well, it's a different deal over here."

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