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Stick With It

Tenacity is the key to building business relationships--just don't come on too strong.

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This story appears in the March 2008 issue of Entrepreneur. Subscribe »

The favorite mantra of athletic coaches--"Never give up"--is also the key to launching your company into the stratosphere. Not only does Jonathan Soares never give up, but he also is the textbook definition of tenacious. The 23-year-old founder of Q Products Inc. developed a barbeque sauce that he knew would resonate with consumers. Developing the idea while in college, he cold-called every major buyer and retailer in the country to gain knowledge and build relationships. "I wouldn't stop until I got them on the phone," he says. He would send samples, follow up a week later to get feedback and then request an appointment. Says Soares, "I was very persistent about it, and it got me a lot of appointments."

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