Sell to one, whatever it takes. Then publicise the crap out of your first ex-horseman, if the advantages are real the rest will follow. The key is publicising

Sell to one, whatever it takes. Then publicise the crap out of your first ex-horseman, if the advantages are real the rest will follow. The key is publicising your user, not your company. Because (1) it benefits them so they will be happy and (2) the rest of your customers care about what peers are doing, not what vendors are providing.