The Authority Shortcut
If you can't find a direct route to the customer, find a trusted consultant who can. Some of the biggest contracts I've landed came because a consultant recommended my solution to the buyer. I was reminded of that today in conversation with an SME that was growing exponentially because they had convinced a well-networked independent consultant of the value of their solution — and in turn, that consultant was convincing the C-suite of the organisation, who were then finding the right way to buy.
One of the six principles of influence written about by Robert Cialdini is our natural inclination to defer to and trust experts — particularly ones we're paying for advice. Consultants fulfil that role.
So take a look at the consultants and influencers in your space, and convince at least one of them of three things:
They can trust you to deliver.
The sense of, and value, your solution brings.
Their personal reputation and future value will be enhanced.
They'll probably be the independent, well-networked ones — you might struggle to get the attention of the big names.
Give it a go.