As it is in every business enterprise. But once you start learning what watering hole the big game prefers, one finds they tend to refer each other to you. Yes, it takes time. Yes, it's more work. No, there's no shortcuts. And if you're going to succeed in any business venture, you've got to ditch the employee attitude of "Hey, I'm working so I must be making money." Yet in order to get that work, far too many cut thier prices until they are no longer profitable. Only after months of hemorrhaging do many realize their business was dead long ago.