PS: My comments were generic and not to insinuate that the startups you mentioned had done these things.

I think large enterprises need that trust factor when they are buying from a particular vendor. This can be done by having strong extensive product literature, a good-looking & usable website, case studies of other companies successfully using a particular product (if it from the same domain, even better), white papers etc.

If you come to think of it, getting all the product literature is not that difficult a process – it is just that you will have to apply yourself really well and be patient since it might seem like an exercise in futility at times, as it does not bring about immediate returns. But the entire point is it does a long way in getting the feel about the brand, the entire trust factor about the brand to a much higher level.

Also beneficial could be showing a lot of examples, a lot of demos on the websites so that the large enterprises can look at the demo and say – this is exactly what I am looking for.

And yeah before I forget – GOOD SUPPORT. The enterprises need to know that when they are stuck with some technical problem, what kind of support will be made available to them? Will the vendor even be there to support them? Again over here, a good buzz around the brand (which can come through recommendations and testimonials) goes a long way.