The article quoted below reminds me of an approach a client used when trying to permeate a difficult market.

Bob represented a builder who was developing a small street of homes in an outlying community on the verge of becoming the latest desirable address in the county. Unfortunately, builders in general were contending with residual resistance from leaders in the community who wanted to forestall the impending growth for fear of loosing the town’s bucolic ambience and quiet character. It is hard to network, much less sell, when you are viewed with hostility by those people to whom you would like to introduce your product or service.

Being relatively new in the community, Bob had not yet established a network of peers and professional associates with whom he might find support. If he could convince his peers in town council and on the school board that his builder had the community’s best interests at heart, he felt that animosity to the new development would melt away.

Bob decided that he’d join the town council’s PR committee to get an insiders view on what the town actually did want. He was able to focus on a few projects that his builder could fund or contribute to. In time, Bob’s builder was contributing to substantial improvements to the community sports park as well as sponsoring local softball teams and contributing to the high school computer club The ultimate result was Bob’s builder had a sold out street and a welcome mat in the community for more projects.

“If you’re not already doing it, you should get out of your office at least a couple of times a week, meeting local entrepreneurs who might use your services. Don’t just attend Chamber of Commerce meetings and industry luncheons—volunteer to get involved on a committee. That’s how you build substantial relationships with entrepreneurs who could take advantage of your service.
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“The key to success for marketing any kind of service firm in a business-to-business situation is to demonstrate and seduce, not assert or assault. It’s all about gaining the trust and confidence of a prospect,” says Adam Berkowitz, chief executive of ID Society, an interactive marketing firm based in New York City. “The best way to overcome hurdles and show prospects what you can do for them in a discreet, credible manner is to encourage satisfied clients or colleagues to provide referrals, or at least a testimonial or endorsement of your credentials and performance.”

In this case, the entire town were prospects and Bob and his builder were able to engender trust and a new network of business peers for future projects. Demonstrate and seduce, not assert or assault; a wise slogan to market by.