Selling to small business owners is all about making a personal connection. Entrepreneurs tend to buy from people they like and your front line salespeople will be the ones creating that make or break connection.
One of the easiest ways to establish that connection is to ask the entrepreneur why they started their company. I do a number of interviews with business owners for my If I Were A Startup section and I always lead off with this question because it will always create a discussion.
People who have started their own business are usually very passionate about what they do. They also tend to love any opportunity they get to tell their story and share their passion with others.
Entrepreneurs start businesses for a variety of reasons - some see an opportunity that cannot be ignored, others are so frustrated with a problem they are facing that they search for a solution, and other still start for stranger reasons such as a dare from a friend or an inability to find a job.
By establishing yourself as someone who is genuinely interested in the entrepreneur's passions you are likely to create a positive first impression and get one step closer to landing the sale. You will also learn more about how business owners think and get you into the mindset of the entrepreneur.
Evan Carmichael
One of the easiest ways to establish that connection is to ask the entrepreneur why they started their company. I do a number of interviews with business owners for my If I Were A Startup section and I always lead off with this question because it will always create a discussion.
People who have started their own business are usually very passionate about what they do. They also tend to love any opportunity they get to tell their story and share their passion with others.
Entrepreneurs start businesses for a variety of reasons - some see an opportunity that cannot be ignored, others are so frustrated with a problem they are facing that they search for a solution, and other still start for stranger reasons such as a dare from a friend or an inability to find a job.
By establishing yourself as someone who is genuinely interested in the entrepreneur's passions you are likely to create a positive first impression and get one step closer to landing the sale. You will also learn more about how business owners think and get you into the mindset of the entrepreneur.
Evan Carmichael
Labels: create a discussion, front line salespeople, If I Were A Startup, landing the sale, passionate, personal connection
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