What Smaller Prospects Want October 31, 2006 From Sales and Marketing Management;s Management Advisor Newsletter
Even with the many large corporations out there, plenty of small to midsized business make great sales prospects in today's market. But when dealing with these smaller companies, you can't rely on the same sales strategies that have sold the giants. Here are some insights to understanding what smaller prospects want.
1. The opportunity to buy online
Because many rely heavily on the Internet for research, purchasing, and selling, small-business owners are perfectly content to establish relationships with sellers—at least initially—via Web sites and e-mail. Small businesses want to be efficient so they don't mind electronic communications.
2. Partners, not entertainers
Executives at small and midsize businesses don't have the time or inclination to be courted with three-martini lunches and tickets to ball games, common ploys in traditional buyer-seller courtship. Owners of small businesses don't care about schmoozing. They are looking for support and guidance from their larger supplying company.
3. Simplicity
Once you do get in front of small and midsize business executives and owners, keep sales pitches straightforward and direct. Don't overwhelm with too much flash and show. Make sure to demonstrate how your product or service can really help them run their businesses more efficiently.
4. A single point of contact
Fully integrate services on the back end so that when small and midsize business owners seek guidance with a suite of products or services, they can phone into a call center and deal with only one representative. Otherwise, you run the risk of frustrating and alienating them.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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