Understanding The Value of SMB
Today's small and mid-sized businesses are technically sophisticated and often times do their homework before making important decisions for their business. Yes, many small businesses have a smaller amount of decision-makers and often the business owner, President, or CEO makes the decisions but they will also seek out advice from their technology partners, by doing research online, and by gathering feedback from colleagues, staff, and trusted friends and family.
What does this all mean to you as a business serving end-customers and consumers, or even businesses (B2B, B2C)? This means we in the industry must treat these vital decision-makers as valuable members of the supply chain. As we think through our own sales and marketing processes, we must not treat these business buyers as consumers or just assume they purchase as a traditional consumer does. They are extremely valuable and many of them will come to the table or call you with already have performing a great amount of homework on you, your services/products/solutions, and may need you to clarify a few things or answer a handful of final questions before they make a final decision.
Technology is a vital tool for small businesses, but buyers do not want you to treat them as a consumer. They will also place their value on you as a business on the way you go the extra mile to better understand their business, their industry, their market challenges, etc. This means it is important for you to set up your marketing campaigns, your website experience, and your marketing outreach (social, digital, and print) in a manner that speaks their language, supports their business challenges, and helps them solve problems and improve their outcomes. We have to continue to keep learning from our customers to improve our messaging and communications to them. The value of small businesses (from home-based businesses to those with 100+ employees) will be realized when we as an industry begin treating them like businesses, help them grow and flourish, and enable their businesses to operate in a digital-virtual-mobile global market.
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