As you can tell from the title, this is the second part of another post. Let’s dive in with more tips for selling to small businesses:
1. See through to the ultimate customer
Small businesses aren’t in operation just for giggles; they have customers and clients to serve. If your offering is tailored to improve the small business’s offering, you’ll have another great sales angle to pitch from. Many small businesses are concerned with having enough business and revenue, so it’s important to demonstrate how you might help them obtain more.
2. Do they want to grow?
On the flipside, some small businesses are happy right where they are. If you’re dealing with a decision-maker that enjoys stability, and isn’t bent on world domination, don’t spend your whole pitch talking about growth. Instead, talk about how you can shore up their company and fortify it.
3. Call at the right time
Busy times of the day are NOT when you want to call. Each industry is different. Play around and try to find lulls and times that your targets are less consumed with their own work and more receptive to speaking.
4. The people who answer the phone know what to do
Treat them well. They field calls all day, and can sort out the wastes of time. They can also send a call direct to the owner of the company. If you’re going to get anywhere, respecting your first point of contact is a great start.
5. Owners might be touchy
An owner of a small business is often completely tied to the business, ego and all. Be careful when discussing flaws in the business (or “areas of opportunity” as you might call them), because it will probably feel like an attack on the owner him- or her-self.
6. Testimonials are a must
Credibility is hard to build, but it’s essential for selling to a small business. One of the quickest shortcuts to credibility is a great bunch of testimonials. The closer the speakers are to your prospect’s situation, the better.
7. Get in early
If you sell to a small business when they’re still quite new, and keep them happy, you will likely have a customer for a very long time. There is tremendous value in being “there from the start.” Those who come after will be eyed more skeptically, but you’ll have grown a healthy amount of trust that is a great foundation for a business relationship.
8. What do they think of you?
Perception in selling is everything. Be tuned-in to how you are perceived by your prospects. Common errors are being too corporate, being overly complex, being too sales-y, not being real, etc. When you’re selling, you aren’t the show – your prospect is. Keep your attention on your prospect and what he or she is thinking. Follow their interests and concerns, regardless of where they go. If you don’t follow them, you aren’t going to make the sale anyway, so don’t be scared to explore their concerns honestly and refine your product/pitch based on their feedback.
9. Do your homework
Don’t go in to your meeting without first understanding a small business’s needs thoroughly. The moment you show you aren’t prepared, it’s the same thing as saying you don’t really care about their business or respect them. After that?
Meeting adjourned!
The point is, approach small businesses with respect in every way you can, and focus on them completely when selling, and you’ll have success.