1) Don’t pick fights. Better yet, avoid them at all costs. You never know what the other side has in them and the winner never wins without a cost. In business, too many big companies underestimate start-ups and smaller firms. Some of them have serious fight in them and won't take to bullying. 

2) Better to be a Warrior in a garden than a gardener in a war. With #1 in mind, know companies will pick fights with you. Big firms will pick on you, talk down about you, and try to flex their size against you. Building your defense is no different than real life: prepare. Stress test your contracts, partnerships and culture. And know that being kind and being a killer when needed for your team are not mutually exclusive. 

3) Have an impartial system for your internal sales fights. People fight over customers, commissions, queue time et al. We suggest a third party council which can be called on anytime there is an unclear disagreement. Giving your team a fair voice goes further than you think.