Change Your Mindset And Sell More To Small Business Owners

March 31, 2012 by  Filed under: Sales 

Selling your products and services to the small business owner takes a different mindset. How do you approach the busy and overworked small business owner? Let’s talk about the change in your thinking that must take place in order to be successful with the small business owner.

There are so many small businesses out there. Their marketing, advertising, and copy is bland, boring and ineffective. You, as a marketer and salesperson, know that many of these businesses need your help desperately. You want to help them, you feel compelled to do so. Therefore, how can you simply and effectively sell your services to the small business owner?

The first thing you must do is get yourself in the right frame of mind. An understanding of the small business owner and the daily pressure he is under is the first big hurdle. Working with a small business owner is much different than working with corporate managers.

Corporate managers have a budget and they must spend the money, they just need to decide on what. They are given an agenda by someone higher up the chain from them. They make decisions but those decisions are based on a larger department goal. A corporate manager has to make the correct decisions and she is under pressure to do so. Yet she has the background comfort of knowing her decisions are covered under the protective umbrella of the department and the corporation as a whole.

A small business owner watches every dollar, feels he doesn’t need to spend anything unnecessarily, and is wary of all people trying to take his money. Why? His livelihood and the livelihoods of all his employees, and their families, are at stake. Each decision is magnified many times over. He does not have the resources of a larger corporation to cover him if he makes a costly mistake. This is the reason he will be brutally honest with you. He boils it down to a simple formula – ‘will this help my business?’

A small business owner must be approached only from a mindset of help and benefit. You are there to help him. You are there to benefit him. You can help increase his sales. You can get more people to notice his business. You have to truly believe you will help him or you shouldn’t be talking to him.

If you are speaking to him simply as another job for yourself or just another sale, and not approaching him as a business partner, then you shouldn’t be there. Save yourself, and more importantly the business owner, the time, stress, and money. You must also truly want to help him. He will see right through anything different.

Therefore, once you decide to approach the business owner from a perspective of a partnership, in which you can truly benefit him, then you can accomplish some real results.

Picture a typical small business owner. He is up early and at his office, store, or workshop before the rest of the world is moving. He has several issues on his plate every morning before he even starts his “regular” work. He has to meet payroll for his employees. If you have never been in a situation where you have had the responsibility of providing the livelihoods of other human beings, it is difficult to understand. He feels he can’t let these people down. The pressure to increase revenue, cut costs, and perform is tremendous.

Depending on the number of employees, this is always an underlying theme to everything he does. He must produce sales. He must have the right equipment or the right amount of inventory at the right time. He cannot waste time or resources. He especially can’t waste money. Cash flow is a huge concern.

This is why you must approach him with an attitude of true assistance. If you are there just to make a sale and move on, then I would submit you will not make that sale, nor any future sales, with the small business owner.

Conversely, if you approach him with a genuine desire to help him succeed and grow, and you have a real product or service which will do that, and can show him how it will help, then you can begin to grow a relationship.

Understand the pressure he is under, approach him with a mindset of true service and helpfulness, and you will win the loyalty of the small business owner.

Keith Bakker is a copywriter and freelance commercial writer. He writes copy which gets a specific target audience to take a specific desired action. Marketers who want to save time, reduce their workload, and increase sales should visit Could you use some copywriting help?

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: