Be There Until the End

Guest Contributor: Mark Nissley
Mark's Posts - Mark's Site


In previous posts, we've talked about recognizing small business owners as "rock stars". We've used that analogy to discuss how to sell to those business owners. The first selling point should be that it will make their life easier, that it will allow them to focus on what they do best, and eliminate a bit of stress. The second selling point is to only promise incremental change. Battle hardened small business owners will only believe in incremental change. If greater change happens, they will be wildly surprised, but promise dramatic change and you get that stone cold stare.

The third point is both the most simple, though not the easiest to deliver. Like a rock star, a small business owner has been burned by gold diggers more times than they can count. Consider how many sales people have promised this small business owner the world, only to disappear after the sales is closed. Consider how prevalent this probably was when the business was young. Imagine the defenses the small business owner has built against it.

To manage a rock star, you may promise access to great band talent. To sell something to a small business owner, you are going to have to convince them that you can help them do what they do not know how to do. This will take the small business owner into an area that they are not comfortable with. What they want to know is that you will continue to be there to help them learn and grow in this area. And they are going to want more than promises, because they've been burned thirteen times before.

There is an important difference here between a small business and a medium or large business. Larger businesses want service contracts. They want 24 hour support. They want a help desk. Not a small business owner. They want you. They want you to deliver on your promise. They want to call you when something goes wrong. They want you to bounce ideas off. They want you to hold their hand through the learning promise.

It won't be forever. Just for a few months. And it doesn't mean you need to deliver the service you are selling, but you must be a part of delivery cycle. After each contact with your product/service, it is going to be important that you call and see how things are going.

And how do I convince the small business owner that I am not like the last jerk that sold him something? One lay out a communication plan very clearly, in writing, on a calendar, if possible. Then follow it! Two, set precedence. Demonstrate excellent reliability and communication prior to the sale, when the initial contact is being developed. Three, provide references in the local community, as much as possible. If the small business owner sees a name they know, you are gold... Although you should be aware, your references will be called. Make sure they are gold. A long stable client history will create miracles.

In summary, set out expectations that you will be there until the end- at least the end of training. Then deliver. Show references that you have delivered in the past. Imagine going to a rock star, selling them on your ability to be a manager. Let them know that you can assemble the talent around them to make them a star. And show them how you have done it before. Presto, you've got yourself a band!