For people who sell B2B services to local businesses, how did you get your first 10 customers?

I'm trying to figure out customer acquisition for a small B2B software product aimed at brick and mortar businesses.

Cold email hasn't been particularly impressive so far, and I'm wondering whether I'm approaching this the wrong way.

For those of you who sell to restaurants, gyms, shops, clinics, etc., what actually worked early on?

Direct outreach, referrals, local networking, partnerships, something else?

I'm particularly curious about what worked before you had any real brand recognition.