When selling to other small firms, emphasize results

Contact: Donald Mazzella dmazzella@is-incorp.com
201-242-0600

Sunday, November 1, 2009
BY BRUCE FREEMAN
The Record

PROFESSOR BRUCE:

What are some things small businesses can do to improve their sales to other small enterprises?

There are six actions small-business managers can take to build up sales, particularly to other enterprises.

They include but are not limited to:

1. Minimize any sense that the product or service is not tested.

2. Use a reference sell, preferably another small-business leader, not a celebrity.

3. Provide a clear, printed description of how your product or service will benefit the buyer.

4. Demonstrate a range of return-on-investment (ROI) that can be obtained by purchasing your offering.

5. Illustrate how purchasing your offering will not radically change the way current operations are accomplished.

6. Go where other small businesses go (Kiwanis, Rotary, Chamber of Commerce, etc.).

According to JoAnn Laing, chairman of Information Strategies Inc., "the most important thing to remember is that small-business managers are not risk takers when it comes to managing their enterprises. While they may have taken risks to start and grow their firms, they want to know that any new product or service is proven. Highlight the proven qualities of the offering."

That’s why it is important to demonstrate the product is being used by other small enterprises. The best way to do that is with endorsements from other small-business leaders. Having a celebrity touting a product or service is not the best choice. Rather, citing other business firm managers and having them report on their success is a powerful aid in the buying process.

Provide a clear, concise summation of the product or service. Make sure the emphasis is on the benefit to the buyer upfront. Whether the communication vehicle is a Web site, direct mail piece or a sales call, emphasize the benefits as soon as possible.

Small-business leaders are always looking for the return-on-investment. Addressing this issue and demonstrating these figures in clear, concise language will do away with a major buyer objection. Naturally, every situation is different and offering a range of returns will build credibility.

Change is not a particularly popular word with small-business leaders. A majority of smaller enterprises do not have the extra resources to cope with change. Illustrate how the new product or service will fit into the current operation and back it up with examples. Every new product or service requires some learning but make sure this is not the case with the offering.

Return to the ISI Press Room