Selling to SBOs: Three Points to Remember
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So you've set your company's sights on selling to smaller businesses. Sure, they aren't the heavy-hitters, the star accounts, but their loyalty could provide a nice budgetary cushion for your bigger sales efforts. And they'll surely be thrilled to tap into your products or services, right?
Well, hold on a minute.
According to Scott Gillum, writing at the B2B Knowledge Sharing blog, that kind of thinking will place you among the many B2B marketers who, despite their best efforts, keep falling back to their "big company" ways when dealing with small-business owners (SBOs).
To encourage a better approach, Gillum has put together a list of 10 points to keep in mind when selling to SBOs, based on his study of a slew of reports from the Executive Council on Small Business. Here are three:
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Another thing small businesses are known for is checking out your competition. Even if you make a presentation to them in person - and they find your product interesting, there is a high likelihood they will go on search and look for your competitors who may be cheaper or more local to them. Think of small business owners as consumers - they are price conscious and intelligent. Here are 2 more tips to beat the search competition when making a small business presentation:
1. Identify and reinforce your competitive advantage (better price, personal service, etc.)
2. Offer them a trial of your product or service: Small business owners, like end consumers, always like to try something to see if it works before investing their money into it.
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Agree: don't call them small. And everyone in the C-Suite thinks the same, regardless of business size. You might also want to look at "How to Sell More to the C-Suite With Neuromarketing and Focused Content" via http://bit.ly/PrSZPr
Another thing is, don't underestimate their knowledge, even when many of them are not experts in your product/service field, they try to catch up with the new trends