ISPs light up multi-tenant office buildings (MTU) with fiber or wireless usually for a single tenant. The next customer in that same building is gravy. The one after that is even sweeter. Most ISPs do not have a strategic sales plan for their sales reps, especially to tackle lit buildings.
Cogent didn’t have a plan in its early days to target other customers in an MTU after it installed fiber. Now the sales reps hammer tenants of every building Cogent has fiber in.
I wrote a book on a detailed strategy for selling into Lit Buildings. It was written in 2007. A new magazine format version of the book is available now on LULU. It also comes in an eBook format. Buy either format from Lulu.com, email me the receipt and I will send you the link to the audio book for free.