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6 Entrepreneurs Share Their Secrets for Winning New Business

From turning down the noise to ditching discounts.

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This story appears in the June 2021 issue of Entrepreneur. Subscribe »

1. Borrow trust.

Pete Ryan

“In the current climate, customers are largely spending their money with brands they know and trust. That is a challenge for a new brand like ours, which launched weeks before the pandemic and hasn’t had the same amount of time to build that trust. Therefore, we have leveraged influencer marketing to leverage the trust they have with their followers, who look to them as guides for product recommendations and reviews.” — Tiffany Paul, founder and CEO, Slept

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