Tight for time? Then this checklist is for you – how to build stronger rapports with small business owners, in ten bite-size chunks.
- Look beyond firmographics
Don’t forget the human stuff when segmenting. Try psychographics, which look at buyers’ emotional drivers - Go visit people
Face-to-face meetings build stronger connections than phone calls and emails ever can. - Stop selling, start helping
Small business owners feel swamped. Help solve their problems and the sales will follow. - Support networking events
Offer a space to meet. Run workshops. Invite like-minded businesses to join. That help thing again. - Deliver on your promises
One minor blip can easily become a relationship-ending fail. Do exactly what you say you’ll do. Never over-promise. - Work with communities
Do your bit on the ground. It humanises your brand, builds trust and strengthens bonds with small-business owners. - Be a trusted adviser
A well-informed sales rep who has the buyer’s interests at heart, not the brand’s, can be the clincher. - Know what’s at stake
Empathy matters. Never forget that small-business owners put their whole world on the line. Every single day. - Remember who’s the expert
Don’t tell owners what’s best for their business. They already know. Ask what you can do to help. - Ditch the jargon
No one trusts it. Everyone hates it. A sure-fire way to lose a buyer’s interest. To lose anyone’s interest.