Anchor client
The first order or contract signed with a strategic client, used as a reference to validate the offer with other prospects. In B2B markets with long sales cycles, a well-known first client is a major commercial asset.
In practice
A marquee client — a recognisable name in the target sector — accelerates prospecting disproportionately. Its case study replaces generic claims with a concrete, verifiable outcome. Some early-stage companies accept below-market pricing for this first client, provided they negotiate the right to cite it publicly. Confidentiality demanded by the client annuls this commercial value and must be declined or financially compensated.