How to Sell Marketing Services to Small Businesses
When it comes to small business marketing, in the past owners could simply buy space in the Yellow pages and take out newspaper ads to reach customers. Now there a numerous channels from search engines to social networks to business listings boards. But most owners don’t understand which are best for them, let alone have the time to become proficient. In a survey of 400 small business owners, 21 percent cited a lack of responsiveness as their top frustration with marketing partners. Furthermore, 17 percent of owners accused partners of not understanding their business, while 12 percent said poor customer service was their major complaint. This means that 44 percent of brand marketing money from these companies is being wasted in attempts to reach small businesses. The problem is that the brands don’t really understand the owners’ true needs, so the messages are not resonating. A recent study of nearly 1,200 small businesses, “The American Dream: What Really Motivates Small Business Owners,” revealed four distinct types of small business sales and marketing buyers.