Find SMB prospects that align with your ideal customer profile (ICP) using data-driven insights. That will reduce reliance on hunches and allow you to personalize the sales experience.
SMBs have short sales cycles that accelerate product-market fit and growth. This requires agile marketing and sales processes that keep costs low.
1. Market Research
Many companies tend to overlook SMBs as a lucrative sales target. They often carry less clout than their enterprise counterparts and come with smaller paychecks, but it’s important to remember that they still represent the vast majority of the US market. Moreover, a well-executed SMB campaign can yield significant profits that will pay off for years to come.
In order to attract and convert SMB customers, technology providers must adapt their portfolios and commercial strategies. They must understand the unique buying preferences of these segments and provide a differentiated user experience and technical advice. They also need to anticipate their changing needs and meet them before the competition even realizes that a new demand exists.
One of the best ways to do this is through digital data analysis. Tarci processes terabytes of SMB raw data on a weekly basis, and applies industry-specific tags to create unified views of businesses. Our continuous intelligence engine then scans the data to detect event- or change-based sales triggers that align with your ideal customer profile (ICP). This dynamic dataset allows you to identify potential SMB customers in real time and target them with hyper-personalized messages. This approach cuts out the guesswork and makes your SMB marketing more effective. For example, if you know that SMBs are concerned about cash flow, you can put their minds at ease by offering flexible payment terms.
2. Lead Generation
One of the most crucial parts of any marketing campaign is generating leads. This process can be done through a variety of strategies. The goal is to create content that attracts potential customers and nurtures them toward conversion. The first step in this process is qualifying the leads. This is done by assessing whether or not they fit the ideal customer profile. This allows the sales team to focus their efforts on leads with a higher probability of becoming paying customers.
The second step is nurturing the leads. This can be done through a variety of techniques, including email marketing and personalized content. The goal is to provide valuable information that helps the lead understand how your product or service can help them solve a problem. It can also be done through webinars and other live video sessions.
Once the lead has been qualified and nurtured, it is time to convert them into a customer. This is accomplished through a variety of methods, including list segmentation, progressive profiling on forms and automated drip campaigns.
It is important to remember that SMBs are a massive market. The approach a medical monitoring sensor salesperson takes will be very different from that of a used car dealer. This is why it is critical to employ multiple lead generation strategies and use a variety of marketing channels.
3. Active Listening
During the sales process, it’s important to be able to understand a customer’s problems and provide them with a solution that addresses their needs. Active listening is a powerful tool to help you do just that. It involves focusing on the speaker, understanding their feelings and thoughts, and responding thoughtfully. It also means avoiding interrupting, which can be difficult in a fast-paced sales conversation.
To improve your active listening skills, try removing distractions from the room (phone, tablet, computer) and making sure you have plenty of time to focus on the conversation. It’s also helpful to take notes so you can review them later. Also, be mindful of non-verbal cues, such as nodding and smiling, that show the speaker you’re engaged. Finally, try to avoid interrupting, as it frustrates the speaker and can derail their thoughts.
It’s also helpful to rephrase their problem back to them to make sure you completely understand it. This shows them you care about their concerns and are committed to providing a solution that will address their issues. It’s also a great way to build trust and demonstrate empathy. The key is to practice and be consistent with your active listening skills, so customers feel like they are getting the personal attention they deserve. This will encourage repeat business and word-of-mouth referrals.
4. Customer Service
Selling to small- and medium-sized businesses (usually referred to as SMB sales) requires a different approach than selling to large companies. However, it’s a market that can be highly profitable if you understand what it takes to make the sale and deliver an exceptional customer experience.
When it comes to SMB marketing, the personal touches that a small business can provide are often what resonate with consumers. This type of customer service can help differentiate a business from its competitors and build a loyal customer base. It’s also important to be responsive when customers contact a business via their preferred channels. According to a recent survey, more than half of SMBs say that customer support is key in their purchasing decision.
SMBs are hyper-aware that they can’t afford to make a bad purchasing decision. As a result, they’ll be wary throughout the sales process and will likely ask tough questions. Sales reps should be prepared to address these challenges with a highly personalized, customer-centric approach and a robust support system.
To help them deliver an exceptional customer experience, many SMBs turn to a powerful, flexible smb marketing platform. UJET’s all-in-one software enables them to connect with their customers on the channels they love, track key metrics and enjoy 5-star UJET support, all in one place. It also allows them to automate manual tasks, create and send reports and dashboards, and much more, all at a price point that fits their budget.