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150 Ultimate Business Secrets by Dan Matthews

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Starting a business

Make sacrifices for your first clients

Adrian Moorhouse, Lane4 (HR)

When Adrian Moorhouse first founded Lane4 with a sports psychologist and a salesman, he lacked a business plan and, as an unrecognised business, had to fight for his early clients. His first customer was a British airport in need of a management-training programme.

After five presentations the buyers were still not convinced they should take a chance on Lane4, so Moorhouse offered them a performance-related price structure. First clients are always the hardest, and offering unusual incentives is a good way of getting them to choose your business.

“We asked for their worst people, the people they thought could never change, and we promised to motivate ...

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