6 Entrepreneurs Share Their Secrets for Winning New Business From turning down the noise to ditching discounts.

1. Borrow trust.

"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

2. Turn down the noise.