How to Up the Ante and Start Selling to Big, Corporate Clients

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AppId is over the quota

by Caron_Beesley, Community Moderator

Created: December 27, 2012, 7:44 amUpdated: January 16, 2013, 1:24 pm

Want to secure your first million-dollar deal in 2013? Crossing that threshold will probably mean that you'll have to start selling to large corporate clients for the first time. It can be tough for small businesses, but not impossible. So what does it take? Here are some tips for upping your ante and selling to big, corporate customers.

Do Your Homework

Breaking into a new market or new client base requires planning. Start with identifying your new target market and then defining the value your small business can offer them.

Use online research to identify businesses that might be the right fit for your products or services. Specifically, try to identify potential weaknesses or threats they may be facing by reading press releases, reviews, media coverage, and financial reports. This will help you determine potential pain points. Check out what your target’s competition is up to – what are they doing that your target client isn’t?

Consider ways in which your business can help these prospects with their pain points and challenges. How can you help them succeed, be more efficient, save money or achieve their business goals? Don’t forget to assemble proof points and examples of how you’ve helped other (perhaps smaller) companies do the same.

Be Clear About Your Differentiators

Now that you know your target clients, what is it about your business that will make you stand out? Build a picture of your company – its culture, values, existing customers, products and services – and think about ways these combine to differentiate you. This blog can help guide you through this process: 5 Tips for Using Differentiators to Increase Your Small Business Sales.

Getting a Meeting

Getting that all-important first meeting will take time and there are many ways to go about it. Which combination of tactics will work really depends on who your customers are and what influences them. Which conferences/networking events do they attend? What information are they seeking online to help them make informed purchasing decisions (this will help define your web-based calls to action)? Which media do they read? You may also want to consider hiring a sales rep with experience selling to larger corporations.

Some techniques to consider include:

For the best result, integrate your chosen techniques so that your messaging and your end goals are consistent across each tactic.

Making Your Pitch

This is your chance to make your homework work for you. Concentrate on your prospect’s pain points. How can your business help them ease their problems? Your pitch should be less about the product and more about why you are different, the value you bring and how you can make your client’s life easier and more profitable. Remember, larger corporations can be reluctant to switch vendors and may think it risky to work with a small business, so it’s vital that your business case focuses 100 percent on why it makes sense for your client to make the switch from another vendor to you.

Be Prepped and Ready for Questions

Aside from the points you make in your pitch, one of the most effective ways to stand out from your competitors is to come ready and prepared for all questions. Your meeting may include senior management and staff from pricing, contracts, legal, operations and procurement, so expect a diverse range of questions about your product, pricing, and terms, and be ready to answer promptly and clearly. If you can’t, quickly state that you will get back to them with a response within 24 hours, or one business day.

Alleviate Any Concerns About Your Being a “Small Business”

Small businesses can be a risky investment for corporations. They may be worried you can’t scale to their production needs or that you may go out of business or be acquired during the life of the contract.

Don’t ignore this concern. Be prepared for it and use your pitch to emphasize the benefits of doing business with a smaller company. Stress your agility, responsiveness, ability to customize products, etc. Mention any partners that can fill gaps that may leave them vulnerable. Act like a larger business by having a product road map or timeline that clearly shows what will happen when and when you anticipate your client will start to see results. By doing so, you’re already starting to prove your value before a contract has even been drawn up.

Have you upped the ante and started selling to larger, corporate clients? Share your experiences below.

Related Blogs

Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesleyTags: Community Blogs, Small Business Matters, Managing, Marketing

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Don’t Be a Social Media Marketing Skeptic – Learn Where and How to Start

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AppId is over the quota

by Caron_Beesley, Community Moderator

Created: January 3, 2013, 7:53 amUpdated: March 7, 2013, 11:55 am

There’s no doubt that social media marketing is a proven and established platform for connecting with customers, building a community and generating business. Yet, despite the evidence of its effectiveness as a marketing tool, surveys and studies say few small businesses are making active use of social media platforms like Facebook, Twitter or LinkedIn to promote products and services.

A report by eMarketer found that just 24 percent of small businesses have integrated social media in a structured way in their businesses. The report also references findings from Constant Contact that only 49 percent of small businesses consider social media marketing effective.

Why the skepticism? Here are a few reasons and excuses I’ve heard:

“I don’t know where to start”“I’m too busy”“I don’t know which social media site is right for my business”“I tried it but it didn’t work”“I’m struggling to build engagement”“I don’t have enough updates to keep my site looking active”

Knowing where to start is perhaps the number one obstacle holding many small business owners back. Knowing what to do when you get there is next. For example, should you use social media to generate leads? For branding? Customer service? Marketing? 

There are numerous blogs on the SBA.gov Community offering tips for getting started in social media marketing. One consistent piece of advice runs through them all: find out where your customers are, start small, and, as you learn, grow out from there.

How?

Last year, I wrote a blog called: How to "Pull Your Head Out of the Sand" and Use Social Media in Your Small Business where I summarized some of the great recommendations from a social media panel at the 2012 National Small Business Week Conference in Washington, D.C. The panel featured experts from Twitter, Constant Contact, Yelp, Google and others. Here’s a summary of their recommendations, a great baseline for getting started:

Which Platform is the Right One? Erica Ayotte, social media manager with Constant Contact, recommends businesses start with one channel to test and nurture it. Then try to diversify: “Spend a little time each week exploring new platforms and figure out if they might be for you.” GrowBizMedia’s Rieva Lesonsky recommends: “...find out where your customers can be found, go there first, and then spread out from there… if you run a restaurant, yes, you probably should be on Twitter, but you should really be on Yelp first.”How do You Find the Right People to Engage With? Use search tools to identify and follow people who are influencers in your industry. For example, if you are in the restaurant business, identify food bloggers in your region, give them a follow, and slowly you’ll start to build and grow your followers and influence. The panel also stressed connecting your social media activity to your loyal email subscriber list. Send them an email to let them know about your social media presence and generate new follows from those who are already engaged.What’s the Best Way to Engage with Followers? This is the one area that takes time. Start with interesting information. Google’s Jeff Aguero recommends starting with quality content – something you do really well – then amplify it with social media. Web chats, contests and surveys are great ways to engage, but the panel cautioned small business owners to resist this form of heavy interaction until their new social efforts have had time to grow. “Once you’ve established awareness and trust, then look to step up your approach,” suggested Constant Contact’s Ayotte. “Don’t let perfection be the enemy of progress,” she explained. “It can take some time to figure out what content is going to resonate with an audience… Try something new if no one responds to your Facebook posts.  It’s OK.  Tweak your posts until you find your sweet spot.”

Don’t Forget to Integrate Your Email and Social Media Marketing

Email is still the preferred method of communication among consumers, and Constant Contact predicts that in 2013 it will remain their preferred marketing channel as well. Email is also a key element in driving social media success, “…using both together to support one another can boost a campaign and bring greater collective benefits, as opposed to using just one or the other,” advises Constant Contact.

Learn from the Experts

There are myriad webinars, ebooks, blogs and other tools that can help you learn the tricks of the trade. Small business organizations like SCORE, Small Business Development Centers, and others also offer advice and seminars on this topic (use this interactive map to find resources in your area).

Here’s a selection of SBA blogs that can also help with key areas of your social media strategy:

Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesleyTags: Community Blogs, Small Business Matters, Marketing

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How to Up the Ante and Start Selling to Big, Corporate Clients

AppId is over the quota
AppId is over the quota

by Caron_Beesley, Community Moderator

Created: December 27, 2012, 7:44 amUpdated: January 16, 2013, 1:24 pm

Want to secure your first million-dollar deal in 2013? Crossing that threshold will probably mean that you'll have to start selling to large corporate clients for the first time. It can be tough for small businesses, but not impossible. So what does it take? Here are some tips for upping your ante and selling to big, corporate customers.

Do Your Homework

Breaking into a new market or new client base requires planning. Start with identifying your new target market and then defining the value your small business can offer them.

Use online research to identify businesses that might be the right fit for your products or services. Specifically, try to identify potential weaknesses or threats they may be facing by reading press releases, reviews, media coverage, and financial reports. This will help you determine potential pain points. Check out what your target’s competition is up to – what are they doing that your target client isn’t?

Consider ways in which your business can help these prospects with their pain points and challenges. How can you help them succeed, be more efficient, save money or achieve their business goals? Don’t forget to assemble proof points and examples of how you’ve helped other (perhaps smaller) companies do the same.

Be Clear About Your Differentiators

Now that you know your target clients, what is it about your business that will make you stand out? Build a picture of your company – its culture, values, existing customers, products and services – and think about ways these combine to differentiate you. This blog can help guide you through this process: 5 Tips for Using Differentiators to Increase Your Small Business Sales.

Getting a Meeting

Getting that all-important first meeting will take time and there are many ways to go about it. Which combination of tactics will work really depends on who your customers are and what influences them. Which conferences/networking events do they attend? What information are they seeking online to help them make informed purchasing decisions (this will help define your web-based calls to action)? Which media do they read? You may also want to consider hiring a sales rep with experience selling to larger corporations.

Some techniques to consider include:

For the best result, integrate your chosen techniques so that your messaging and your end goals are consistent across each tactic.

Making Your Pitch

This is your chance to make your homework work for you. Concentrate on your prospect’s pain points. How can your business help them ease their problems? Your pitch should be less about the product and more about why you are different, the value you bring and how you can make your client’s life easier and more profitable. Remember, larger corporations can be reluctant to switch vendors and may think it risky to work with a small business, so it’s vital that your business case focuses 100 percent on why it makes sense for your client to make the switch from another vendor to you.

Be Prepped and Ready for Questions

Aside from the points you make in your pitch, one of the most effective ways to stand out from your competitors is to come ready and prepared for all questions. Your meeting may include senior management and staff from pricing, contracts, legal, operations and procurement, so expect a diverse range of questions about your product, pricing, and terms, and be ready to answer promptly and clearly. If you can’t, quickly state that you will get back to them with a response within 24 hours, or one business day.

Alleviate Any Concerns About Your Being a “Small Business”

Small businesses can be a risky investment for corporations. They may be worried you can’t scale to their production needs or that you may go out of business or be acquired during the life of the contract.

Don’t ignore this concern. Be prepared for it and use your pitch to emphasize the benefits of doing business with a smaller company. Stress your agility, responsiveness, ability to customize products, etc. Mention any partners that can fill gaps that may leave them vulnerable. Act like a larger business by having a product road map or timeline that clearly shows what will happen when and when you anticipate your client will start to see results. By doing so, you’re already starting to prove your value before a contract has even been drawn up.

Have you upped the ante and started selling to larger, corporate clients? Share your experiences below.

Related Blogs

Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesleyTags: Community Blogs, Small Business Matters, Managing, Marketing

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Newly Graduated? – 10+ Tools and Resources to Help You Start Your First Business

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por Caron_Beesley, moderador de la comunidad

Creado: 30 De mayo de 2013, 6:56actualizado: 30 de mayo de 2013, 6:59

¿Sólo se graduó de la Universidad y mirando para comenzar tu propio negocio? Con la economía todavía en modo de recuperación, muchos estudiantes están buscando activamente una alternativa a los tradicionales carreras post-universitaria.

Según la Fundación Kauffman, jóvenes emprendedores en los Estados Unidos estáen en alza, con el grupo de edad de 20-34 que comprende 29 por ciento de la actividad total de emprendimiento nuevo en 2011.

A partir de un negocio no es fácil, y claramente para muchos jóvenes es un camino riesgoso tomar. Se refiere a la gama de la preocupación de ser capaz de obtener un préstamo o línea de crédito; no tener las habilidades o conocimiento para comenzar; y no saber cómo manejar un negocio (fuente: iHonest.com).

Pero para aquellos con grandes ideas y un deseo de ser su propio jefe (y generador de empleo), el apoyo es a mano. Tanto online como en centros de asistencia de pequeños negocios en todo el país, SBA y sus socios ofrecen una variedad de herramientas, programas y recursos para ayudar a jóvenes emprendedores a planificar, iniciar y crecer en sus negocios.

Aquí son sólo algunas herramientas que pueden ayudar a hacer la diferencia entre éxito y fracaso como piensas tu sueño empresarial graduado:

Capacitación gratuita en línea para jóvenes emprendedores

Para un útil Resumen de los pasos que debes tomar para empezar, así como algunas consideraciones que pueden ayudarle a entender si es un negocio para usted, eche un vistazo en este curso Online gratuito – jóvenes emprendedores: una guía esencial para comenzar su propio negocio. Este curso de formación a su ritmo le guía a través de los pasos de convertir una idea de negocio en realidad. Incluye consejos sobre su investigación, decidir sobre un modelo de negocio, opciones de financiación para jóvenes emprendedores y seis de comprensión "debe-hacer" para comenzar.

Obtenga ayuda y asesoramiento

Como se mencionó anteriormente, no saber cómo iniciar o administrar un negocio es una gran preocupación para jóvenes emprendedores. Pero ¿sabía que usted puede obtener los servicios de un mentor – alguien que ha caminado en sus zapatos – gratis? Puntuación es una de esas organizaciones que te pares con un mentor para la dirección general de negocios, o ayudar en áreas específicas tales como finanzas o marketing.  Centros de desarrollo local pequeñas empresas, centros de negocios de mujeres y otras organizaciones también ofrecen asesoría, capacitación y asistencia. Aquí encontrar uno cerca de usted. También puede utilizar Calendario de eventos de la SBA para encontrar y para inscribirse para el entrenamiento en su área.

Herramientas en línea que ayuden en cada etapa

¿Pensando en cómo crear un plan de negocios? ¿Necesita ayuda para determinar cómo su negocio se apila contra la competencia? ¿Clara de los pasos necesarios para comenzar su negocio?

El sitio web de SBA.gov ha desarrollado numerosas herramientas en línea y guías para ayudar a las pequeñas empresas a obtener información y respuestas que necesitan rápidamente y eficientemente. Por ejemplo, son esenciales estos 10 pasos para comenzar un negocio y estos 10 pasos para contratar a sus primer empleado guías de lectura. ¿Sabías que necesitas una licencia o permiso para operar legalmente? Este las licencias y permisos de herramienta de búsqueda pueden apuntar a lo que usted necesita.

Otras herramientas que los dueños de negocios están encontrando muy valiosos incluyen:

Construir una herramienta de Plan de negocios – muchos de nosotros poner business planning, pensando que regresaremos a ella cuando necesitamos poner algo oficial frente a un potencial inversionista. Pero es vital que jóvenes emprendedores plan sus negocios, establecer metas y definen planes para lograrlos. Para ayudar a crear tu plan, revisa la herramienta interactiva "construir un Plan de negocios" de la SBA, que le guía a través del proceso de creación de un plan de negocio básico, descargables. La gran cosa sobre ella es que puede construir un plan en trozos más pequeños de tiempo, guardar tu progreso y regresar a su antojo.Concurso tu "SizeUp" – ¿cómo funciona su negocio pila contra la terminación? ¿Dónde se encuentran sus competidores? ¿Cuáles son los mejores lugares para comercializar su negocio? Uso de la SBA "SizeUp" de la herramienta a crunch millones de puntos de datos y obtener informes personalizables y estadísticas sobre su negocio y su competencia. Introduce tu industria, ciudad, estado y otros detalles. SizeUp entonces ejecuta diversos informes y proporciona mapas y datos relacionados a su competencia, proveedores y clientes. También destaca las oportunidades potenciales de la publicidad.Quiere vender al tío Sam? Para ayudarle a determinar si su nuevo negocio puede calificar con el comprador más grande del mundo – el gobierno federal de Estados Unidos – de la SBA de uso Tamaño estándares Tool para ver si califica para retirada especial contratos para pequeñas empresas.

Recursos adicionales

Imagen cortesía de Steven Depolo via Flickr

Caron Beesley es dueño de un negocio pequeño, un escritor y asesor de comunicaciones de marketing. Caron trabaja con el equipo de SBA.gov para promover los recursos gubernamentales esenciales que ayudan a empresarios y arranque de los dueños de negocios pequeños, crecen y tener éxito. Caron de seguir en Twitter: @caronbeesleyTags: Blogs de la comunidad, asuntos de negocios pequeños, tutoría y capacitación, a partir

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