In a small, fast growing market (my favorite type) competitive deals take place on a daily basis. Often, competitors will announce new clients via tweets, press releases, and blog posts as a way to develop social proof and help grow the market. Use these new customer signing announcements to your advantage.
Whenever a competitor announces a new customer, go on Google and find all the companies related to that customer and call on them.
The idea is that most companies aren’t leaders but rather follow other companies. Once a company buys a new technology, their competitors will take notice and start wondering if they too should buy it, or something similar. At this point when you call on those related companies you have an edge in setting expectations and differentiating your product.
My recommendation is to target companies that are related to companies recently signed by your competitors.
What else? Have you tried this tactic and were you successful?
David Cummings on Startups 
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