10 Ways to Get Noticed by Your Small Business Customers

Throw away the textbook and check out these proven rules
by Gene Marks - Manage Smarter

[ Commentary by Meryl K. Evans, Editor ]

Marketing to small businesses requires a different tactic than to large businesses. That’s no surprise. But how do you reach the small business? Manage Smarter offers 10 rules:

1. You’re Always Marketing!
2. The Fox Decides When To Buy, Not You!
3. Foxes Really LOVE Free Stuff!
4. Educate, Don’t Sell
5. Avoid Slick Marketing Materials
6. Use Technology
7. Sell Multiple Products
8. It’s The Money, Honey!
9. KISS Consistently
10. Word-Of-Mouth Is Like Gold

Free stuff doesn’t have to be swag, but that could be something service-oriented businesses can offer since they don’t sell tangibles. Service-based businesses could offer white papers, surveys, email newsletters and a whole host of other informational products for free. The key thing to remember: informational not advertising. Ensure the prospect gains something from the content.

Selling multiple products? How are service businesses supposed to do that? Again, content. Create various reports of differing lengths. Offer a short version of a long report for free — so that if the prospect likes it and wants more details, you’re upselling — baby-steps. If the prospect likes the paper he purchased, then he moves a step further into your sales cycle. Build up trust and credibility.

What do you think of the 10 rules?