Are Your Values Same As Owner?

Big might be beautiful, but small can be very profitable.

Q. Your columns have given a lot of good advice to entrepreneurs, so maybe you can help me help them. I sell to very busy, preoccupied small business owners, and it’s one of the toughest jobs I’ve ever had. Any tips for increasing my marketing effectiveness?

A. In retailing the three most important things are “location, location, location.” In your case its “relationship, relationship, relationship.”

Essentially, business owners prefer to do business with people they like and trust. While the service or product you sell must measure up, it will be the personal bond you develop with them that will determine whether or not you get - and keep - the business.

Entrepreneurs like people who reflect their own values. Your competency and commitment must be readily apparent. Consistency and quality of service and support are also essential.

Most successful entrepreneurs have learned that high standards, hard work, and a healthy attitude got them to where they are. If you want to be admitted to their circle, you have to demonstrate the same traits. And this requires continuing, meaningful, unintrusive contact.

Problem is, entrepreneurs, by and large, have very little time available to make this kind of connection. Therefore, you have to be persistent but tactful. Tenacity, coupled with respect for their “crowded clock,” will show them that you really care and share their need to make every minute count. Be prepared to accommodate meetings at odd times and places. Above all, always get to the point quickly and be crystal clear about the advantages you are offering.

If you visit their shop, be willing to get a “cooks tour.” The one thing that venturers relish is an opportunity to show interested observers what they are accomplishing. For that they will make time, so take advantage of the “right of entry” provided.

Remember, too, that “simple is smart.” In oral presentations, get right to the point. Tell them what you can deliver, why its the best for them, and what you need to make a deal. A lengthy written proposal usually winds up on “the pile.” It probably won’t get thrown away, but it won’t be read anytime soon. Worse yet, your target might feel guilty about such neglect and avoid you in order to prevent embarrassment.

Notwithstanding an entrepreneur’s busy schedule, frequent, well-timed contacts are critical. A good contact manager software program - ACT and Goldmine are examples - will let you create a prioritized data base of prime contacts and schedule appropriate times for reaching out and touching them.

Make sure your client data base also contains the names of the prospect’s “gatekeeper” (e.g. secretary, assistant, VP, etc.) and family members. Your connection with, and interest in, these people will ultimately afford you special entree to your client. (Don’t forget the bagels when you make your call, and be sure to ask about Junior’s soccer game!)

Keep in mind that every contact does not have to be a formal sales call. Find out what your prospect’s biggest problems or needs are, and set about providing the information or connections that will help resolve them. This will require some sincere probing. Once you’ve obtained some insight, a handwritten note, a magazine article or an Internet address will help you provide helpful information that will be greatly appreciated.

If business owners see you as a knowledgeable source of truly meaningful help, they’ll be convinced that you have their best interests at heart. Once they like and respect you, they’ll be predisposed to do business with you. Remember, when selling to this market, “it’s not who you know; it’s how they know you.” Advertising should support your efforts, but entrepreneurs are pretty savvy people and, therefore, are inclined to discount stuff that’s too flashy or unspecific. A skillfully edited, periodic (no more frequent than bi-monthly) newsletter devoted to topics of interest to the business owner can, over time, develop an appreciated link; but make sure that a meaningful message from you is prominently featured.