1) Small businesses love FREE!
Entrepreneurs love free things and rewards. Even if it is something as inexpensive as a pen, small business owners will appreciate it and tell their friends about it. Many small business owners have limited sales and marketing budgets and their dollars are typically spent more on the sales side. They invest in the materials they need to close the sale such as fliers, business cards, websites, and salespeople. Typically they do not purchase marketing like branded products until the sales side has been taken care of so they appreciate your efforts. You may be used to having everything branded with your company name all over it from mugs to hats to duffel bags but a little thought goes a long way to recognizing your SMB clients. It makes for a happier customer and more referrals.
2) Focus on the information not the sales pitch
Small business owners can see right through your sales pitch. They do not want to see sales materials thrown at them and a salesperson banging down their door. They will often assume that they cannot afford your offerings if you look too slick. They like to be educated and feel that they are in control of the purchasing process. Give them the information they need such as case studies, white papers, third party awards, and testimonials. Keep the message simple to understand and focused on the benefits they can realize - then go for the sale.
3) Give pricing options
Pricing will be an issue with every small business client you encounter. It will not always be the most important factor, but it will always be high up on the priority list. Offer ways to slice and dice your pricing to show them that you are trying to work with them. Some options are to break down your product to give them exactly what they need, give a trial period at a lower price, have a discounted rate if they sign up their friends, and offer financing options. This last point is of particular importance as small business owners are often cash strapped as they put their dollars back into their business and wait for accounts receivable to come in on products they have already invested in and delivered. Offering financing options will always be a point of differentiation when selling to small business owners.