6 Things To Focus On When Selling To Small Businesses [INFOGRAPHIC]

Business.com / Sales / Last Modified: February 22, 2017

Small businesses have unique operations. Here's how you can establish a mutually beneficial business relationship.

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B2B marketing is more difficult, in many ways, than B2C marketing.

Successful B2B sales generally take a great deal of time and effort to cultivate, as they tend to evolve into long-term relationships.

They also involve a lot of different stakeholders, whose job is to measure the risks and benefits of your product meticulously.

Much care must be taken, as successful business owners tend to be hardnosed and discerning.

Related Article: Death of the Salesperson? 3 New Ways of Selling In the Digital Era

How Does Your Product Help Them?

If you’ve gone the length of starting your own business, then it can be assumed that you have faith in the value of your product. And since you are selling B2B, that value must translate over to fit your client’s business objectives. The burden of proof is on you, the salesperson, to convey how your product addresses their business’s pain points. Third party testimonials, multimedia demos, guarantees – there are numerous measures you can take to convert potential buyers, depending on what exactly you’re selling.

But be advised that whatever promises and guarantees are made in the early stages of the sale must be honored to a T. B2B thrives on repeat business, and repeat business demands provable results early and often. That said; repeat clients gradually become some of the best types of clients, as trust is built and business gets expedited. In addition, some small businesses see 85 percent of their business through word of mouth.

Make Your Product or Service a Must

Proving your business as a potential asset (and not a liability) to your client should be central to your pitch. At first glance, you are just an expense to them. You need to start off strong (business owners are by nature very busy people) and make your faith and excitement in your product contagious.

Think about where the business owner is hurting beforehand, and show how you have the solution to their problem. Be enthusiastic, but also 100 percent truthful. Transparency inspires trust, and hyperbole will only get you in trouble down the road.

Help Them Grow

Most small businesses share a common goal: to grow. If your product or service can somehow help cultivate that growth, be sure to include that information in your business pitch.

Think about what growth would mean in the context of the business you are trying to sell to, and use specifics to convince them that your product can help them scale up to their potential. Whether it’s infrastructure, mobile app development, web development, marketing, or human resources—what you provide can probably contribute to their company growth on several levels.

Related Article: Super Sales Strategies: Quick Tips for Upselling And Cross-Selling

Though your niche should be specific, these methods apply across the board in business-to-business marketing. Small business owners are always looking for solutions that can help their enterprise grow and become more profitable. However, they don’t have time to listen to every last pitch.

Make sure to give the best presentation possible, whatever the format. And don’t forget; if you have a legitimately good and innovative product, eventually it will start selling itself.

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