Are business owners cheap? Or do they just value “value”?
My customary joke is that entrepreneur is a French word meaning, “I don't have a budget for that.” Which means that while they don't specifically budget money for most purposes, they will still invest in new products, projects or services if they can see the value in it.
In a recent column for Tech Data’s quarterly publication, Tech Times, I wrote about attending a Toronto Raptors game with a friend who runs his own highly successful exporting company. His seats are in the third row.
“Harry” told me that he’d had a chance to move up a row, (where you can see and smell the players better), but he turned it down: “I couldn't justify paying an extra $300 per seat per game.”
I found that remark very telling. In my experience, entrepreneurs don't mind spending money to solve their problems and indulge their wants – they just like to receive value. Harry could afford the better tickets, but he can’t justify the cost. He can't see the value in it.
The good news about selling to business owners is that they rarely need to justify their spending to anyone. There’s no boss to oversee their activity or set spending limits. So the key to selling to business owners is to help them justify the purchase to themselves.
How do you do that? By understanding both the personal and financial issues involved in making these decisions.
For instance, business owners are looking for ways to improve their business – as long as these solutions don't make business more complicated. They adore fast returns on investment, but that’s usually less important than not rocking the boat. New LCD monitors that free up desk space are easy to justify. But a CRM system that will upset employees’ routines and take months to master will look more like a problem than a tool for growth.
Another example: the best entrepreneurs aren't risk-takers, they're risk-minimizers. If you can reduce the risk of their purchase, they’re more likely to buy. You can reverse the risk by offering money-back guarantees, rebates, installation assistance, or free service calls for 30 days. Entrepreneurs tend to be skeptical by nature, so demonstrate your faith in your products by assuming some of the purchase risk.
Finally, business owners are looking for respect. They want to be treated as individuals and as peers. So they like custom solutions, special deals, and being able to negotiate terms. Talk down to them and they’ll squawk. And walk.
Sunday, 30 March 2008
Wednesday, 5 March 2008
Memo to Big Business
Selling to small business is not just about finding a mailing list and hiring a call centre. It’s about knowing your market.
Case in point: I just got off the phone with Wells Fargo. A cheerful representative with a strong mid-west U.S. accent called to tell me that because of my business’s outstanding “profile” (i.e., they rented a list), I was eligible for a line of credit of up to $100,000. At prime plus 1.5%, which is pretty generous.
But of course they made the usual mistakes. They pretended that I had earned this privilege, when I clearly had not (my business is unincorporated, has no assets and has virtually no capital requirements). Please: if you want to earn my trust, don't start by lying to me.
Plus, they let someone call me who has a grating foreign accent. It was a mild one, to be sure, but why not use a Canadian call centre? We're a proud nation here: why not make it sound more like you actually have a presence in (and thus a commitment to) Canada?
They did some things right, though. When I said that I already have a credit line (from a Canadian bank) and didn't need hers, she was very cool about it. She asked if I would like to note down a web address and an invitation code that would let me take advantage of their offer some other time.
Why don't more people do this? It’s a marketing win-win – it lets the uninterested consumer off the hook quickly, yet it gives them a second chance to think about the offer. So I said, sure.
She then read out five numbers. I wrote them down thinking, "Good for them – they kept this simple." They were respecting my time. But then she read out four more numbers. Then three more. Then three letters. Why? With 15 digits, they have enough codes for everyone on earth, along with everyone who has ever lived on the planet. Plus everyone who ever will.
Moral: Making things easy for business owners is crucial. But you have to do in all ways, not just some.
Case in point: I just got off the phone with Wells Fargo. A cheerful representative with a strong mid-west U.S. accent called to tell me that because of my business’s outstanding “profile” (i.e., they rented a list), I was eligible for a line of credit of up to $100,000. At prime plus 1.5%, which is pretty generous.
But of course they made the usual mistakes. They pretended that I had earned this privilege, when I clearly had not (my business is unincorporated, has no assets and has virtually no capital requirements). Please: if you want to earn my trust, don't start by lying to me.
Plus, they let someone call me who has a grating foreign accent. It was a mild one, to be sure, but why not use a Canadian call centre? We're a proud nation here: why not make it sound more like you actually have a presence in (and thus a commitment to) Canada?
They did some things right, though. When I said that I already have a credit line (from a Canadian bank) and didn't need hers, she was very cool about it. She asked if I would like to note down a web address and an invitation code that would let me take advantage of their offer some other time.
Why don't more people do this? It’s a marketing win-win – it lets the uninterested consumer off the hook quickly, yet it gives them a second chance to think about the offer. So I said, sure.
She then read out five numbers. I wrote them down thinking, "Good for them – they kept this simple." They were respecting my time. But then she read out four more numbers. Then three more. Then three letters. Why? With 15 digits, they have enough codes for everyone on earth, along with everyone who has ever lived on the planet. Plus everyone who ever will.
Moral: Making things easy for business owners is crucial. But you have to do in all ways, not just some.
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