Our family likes to hang out at Barnes and Noble. I am happy my kids still prefer books to video games. Today we stopped at our favorite hangout again. While my husband and kids enjoyed delicious hot chocolate and cookies, I checked out some business books I had not seen before, including Small Business Bible: Second Edition by Steven D. Strauss.
Marketing to small business owners differs from marketing to non-profit organizations, but here it was, black on white, the list of suggestions to keep in mind when dealing with small business owners:
Small business owners buy when the pains get too great to bear.
You have to put your product or services in front of the owner again and again – when the time of pain comes – you will be the one he/she remembers.
Small business owners don’t want to be bothered – so get down to business and benefits.
Small busineess owners don’t want to be sold, therefore your job is to educate them, without a heavy hand. Lead them to the water – when they are ready, they will drink form your well.
Time and money are huge considerations – explain how your product and service saves time and money as well as makes your prospect’s life easier.
Small business owners dream of reducing the risk. Show them that your product or service carries little risk.