There is often a large disconnect between big business and small business. SMB owners do not think they are important enough to the big businesses so they go with someone who they feel they can have a personal relationship with and who will be attentive to their needs. The thinking is "Why would a Fortune 500 company care about me when they have all these huge companies as customers? I am going with someone who will treat me like I am important to them."
How can you show SMBs that you care about them and remove the disconnect?
1) Actually Care
This might sound obvious but there is often a disconnect within an organization about how small business sales and service should be handled. While the CEO or VP Sales might be on board with creating the vision it is up to the front line workers to execute that vision. Make sure your people are taking the time and effort to actually care about their small business customers and offer the outstanding service that you are preaching.
2) Hire People Who Understand Small Business
Small business owners like to deal with other small business owners. Many sales are lost because the entrepreneurs do not feel like the salespeople understand their situation. The salespeople are thinking too much like a "big business". You need people who speak the same language and understand the SMB mindset. Hire people who have either run their own businesses in the past or have been exposed to SMBs prior to joining your company or they will have a steep learning curve and you will lose many potential opportunities. You cannot fake it.
3) Show That You Are A Small Business
Just because you are working at Microsoft or Xerox it does not mean that you are not entrepreneurial. Chances are you have a small team that you are working with, have a budget to operate within, and are trying to make the most with the resources that are available to you. Show your SMB clients that you are running a lean machine, just like they are, and that their business is important to you.
How can you show SMBs that you care about them and remove the disconnect?
1) Actually Care
This might sound obvious but there is often a disconnect within an organization about how small business sales and service should be handled. While the CEO or VP Sales might be on board with creating the vision it is up to the front line workers to execute that vision. Make sure your people are taking the time and effort to actually care about their small business customers and offer the outstanding service that you are preaching.
2) Hire People Who Understand Small Business
Small business owners like to deal with other small business owners. Many sales are lost because the entrepreneurs do not feel like the salespeople understand their situation. The salespeople are thinking too much like a "big business". You need people who speak the same language and understand the SMB mindset. Hire people who have either run their own businesses in the past or have been exposed to SMBs prior to joining your company or they will have a steep learning curve and you will lose many potential opportunities. You cannot fake it.
3) Show That You Are A Small Business
Just because you are working at Microsoft or Xerox it does not mean that you are not entrepreneurial. Chances are you have a small team that you are working with, have a budget to operate within, and are trying to make the most with the resources that are available to you. Show your SMB clients that you are running a lean machine, just like they are, and that their business is important to you.
Labels: actually care, disconnect, Microsoft, outstanding service, personal relationship, SMB mindset, SMB owners, Xerox
