They're a huge organisation. Which meant it was hard to get organisations of a similar size to understand exactly what Bunzl plc, especially the outsourcing division, actually did. Corporate behemoth to corporate behemoth is never the most fascinating conversation to listen in on.

Make it about the people. They're the ones that benefit, so show - and tell - of specific examples. Show how Bunzl's involvement improves how a company operates. Not with specific bottom line figures, but in the happiness and improved performance of its staff. Even the most sensible of Financial Directors understands the benefits in that one.

The big guys now understand. It's easier to present the positives to a potential customer when you can tell them a real story. Interest up. Awareness up. common sense isn't it?