Selling to large companies, selling to consumers, and selling to small businesses are all three very different kinds of selling. While there are common issues, certain strategies that work in one context are actually harmful in the others. The tips below will help you focus in on what really matters when selling to small businesses.
1. Don’t make them feel small
Small business owners are independent people who take pride in their business and self-identify with it, often to a large degree. You might think it’s a great idea to try and show that you understand their concerns by talking about “small business” over and over again, but the word “small” is sometimes a word to be avoided. They’re in “business.” Sometimes it’s best to just keep it at that.
2. Title isn’t everything
Small business teams are often tight-knit groups. Don’t be surprised if someone you think is low on the totem pole actually has the ear of a key decision-maker. Treat everyone with the same level of respect, just in case. (In fact, just do that everywhere, all the time, just to be safe!)
3. “Is this a bad time?”
If you’re cold calling, sometimes this phrase is a great way to show you know how busy people are. They’re still going to hang up on you left and right, but you just might score some humane treatment, even a lead, if you give it first up front.
4. Make their lives easier
This is so obvious we feel a little silly repeating it, but it’s also so true that it can’t be stressed enough. If you want to get anywhere with small business owners, you need to remove difficulties from their lives, and save them time, money, or both. Always focus on how you can be helpful and transfer problems from their laps into your own.
5. You’re not fooling them
Almost every small business owner is also a salesman. After all, at one point in the company’s history, they probably wore every hat on the rack. Don’t think you’re going to get anything by them in terms of slick sales tactics. They’re more likely to backfire than not.
6. Be straightforward
Small business owners don’t have time for roundabout conversational routes. Be direct, respect their time, and you’ll be doing yourself a favor.
7. Simple is king
On a related note, the simpler your offering itself is, the better off you are. Make sure that when you design products and services, they don’t contain needless complexity or extraneous features. Focus on your core offering, simplify it, and everything will become easier.
8. Make transition easy
On another related note, adopting your offering should be as seamless as you can make it. If you cause any troubles, the little bit of patience you gained with your successful pitch will rapidly be destroyed. Transition should be as unnoticeable as you can make it, so that the focus is on how hard things were before your company came along, and how easy they are now that you’re here.
9. Tread carefully when saying you identify with a small business
Small business owners are often at war, and they live deep in the trenches. If you try to identify with their problems, you better know where you’re coming from. If you don’t live in their world, don’t pretend you do, or you’ll quickly be shown the door.
Wow! This stuff came off as fairly serious. But, as we know, selling is serious business. Don’t take these issues lightly, and you just might convert more small business prospects than you know what to do with!
