Would be good to know what sector it is. I would say almost every company I've been involved in, first customer came from at first not getting anyone, ie reject

Would be good to know what sector it is. I would say almost every company I've been involved in, first customer came from at first not getting anyone, ie rejection. Finding out a reason, and solving the cause which prevented this customer to commit is the key. Once you solve that, (ie solve a worry customer might have, or lack of info/specs, or not knowing the cost, or being confused about the product) the next attempt will lead to getting the customer. TLDR: Pro actively push (ads,calls etc), make note of rejection, tweak, repeat.