When You’re a David Forced to Work With a Goliath

Little versus big. Might versus right. Scrappy versus establishment. The underdog versus the champion.

We’ve always been fascinated by the idea of a molehill taking on a mountain. The notion of the little guy triumphing against the odds is a continual theme in pop culture (see: Rudy). But in the real world, it’s easier said than done, particularly as a small company working with a well-established giant.

So if you’re the David to a corporate Goliath, what’s the best way to cope? Here are 3 ways to be exceptionally savvy.

Do your homework. You can’t run with the big dogs without doing research. In fact, as a start-up or a small vendor, it’s arguably more imperative that you go above and beyond the normal preparation process. Information translates to advantage and – let’s face it – you need all of the stepping-stones you can get. Get the easy stuff down first – Google searches on the company, the people you’re communicating with, and what’s been in the news. Check out the market more broadly – are there industry analyst reports you can read? Market forecasts from reputable sources? Review the company’s last two or three annual reports and scan their press releases to see what’s new. These documents communicate company priorities and focus areas – and can even infer useful tidbits on weaknesses.

 Reach out to your network. If you’re heading to a big meeting, see who you might have in common with the other attendees (LinkedIn makes it easy to do this). If your mutual connections are people you trust, it’s worth dropping them a line to see if you can get some perspective on what the other meeting participants are like. Get on the phone if you can with your connections so you can ask the questions you need to. Simple things like knowing you share an executive’s passion for sports or that she favors a fast, direct approach can make your meeting more productive.

Know your worth. Big companies aren’t inherently better than small ones. Never feel like you’re going hat in hand, lucky beyond all belief to be working with an industry giant. That’s an attitude that screams weakness. Neither is it okay to be arrogant – cockiness doesn’t compensate for your discrepancy in size, influence or stage. Instead, ground yourself in the knowledge that you’re bringing something valuable to the table that this company needs – and that working together has tangible mutual benefit. Know what you can afford to concede and where you must, without fail, stand firm. If you have a backup plan (e.g. “If this falls through, I’m going to Company X next”), keep that in your mind too. We often feel stronger and negotiate more successfully when we know that it doesn’t all hinge on this one partnership, this single meeting, this one deal. Don't be afraid too to reference your research - it pays to demonstrate that you're thorough.

What strategies have you used as a small company in this scenario?