Rick Spence is the former editor of PROFIT Magazine and now consults on entrepreneurship. He writes a blog on small businesses and I enjoyed his most recent post. It discussed 5 Tips For Selling to Small Business. I particularly found 3 to be relevant tips to remember when approaching the SMB market with your products / services:
* If you're selling information products, keep in mind that entrepreneurs don't want to be educated. "They want to learn by osmosis," he says. Turn information into stories, case studies and anecdotes to make it easier to digest and remember.Read all 5 tips at Rick's Blog.
* Don't try and sell features to small-business owners. "Entrepreneurs are driven by pain." Tell them now what your product or service can do, but how it can solve their most pressing problem now.
* Get in the ground floor with a small-business prospect. Sell a low-cost product or service that will get you in the door. Once an entrepreneur trusts you and your ability to create value, you will find that many of their budget restrictions disappear like magic.
Labels: don't sell features, PROFIT Magazine, Rick Spence, sell low-cost product, selling information products, selling to small business
1 Comments:
Hi Evan,
I suspect that the problem is not that entrepreneurs are tired of seminars, but rather, are tired of poor quality seminars.
Too many people think creating a seminar is as simple as preparing some slides and presenting your knowledge. Most of these come through as blatant 'commercials' for the seminar provider (who is usually a coach, consultant or some other service provider).
While there is nothing wrong with using seminars to attract clients, make sure your seminar's primary purpose is to TEACH first and advertise your business second.
To deliver a quality seminar you need to understand the basics of teaching adults. Then you need to combine this with strong curriculum development strategies so that your materials actually transfer knowledge.
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