Marketing to Small Business Owners

Recently on the John Adam Show (www.thejohnadamshow.com) we were talking about marketing to the wealthy.  In the discussion the topic of finding small business owners came up.  Many businesses would like to sell their products and services to these folks – who often operate under the radar screen.  Here in Arizona I continually run into business owners, sales people and job seekers asking ‘how do I find small business owners that I can help, sell to or work for?’  Some ideas here!

Like any targeted group, consider their needs and how your offering matches those needs – and build a message and marketing campaign around it.

Small business owners in Arizona are the entrepreneurs and business owners we deal with at Growth Nation.  They are relatively humble and don’t consider themselves rich.  They are usually middle-aged to older men or women with a stable family, are hard-working and are approachable if you understand their needs. 

They’re often too busy to be networking, but some do.  One of the best ways to find business owners is through people you know.  What business owners can you have a coffee with, and would refer you to other business owners? 

You should attend mid to higher-level networking groups like Enterprise Network (www.en.org), ACG, AZIGG (www.azigg.com), Arizona Technology Council (www.aztechcouncil.com), Phoenix Committee on Foreign Relations (www.pcfraz.org), World Affairs Council (www.wacaz.org) – and even select events at ASBA (www.asba.com) – to find them. 

Always always always have your crisp, clean message ready to go – – – and talk VALUE, not background.  You must always be focused on creating value for them – not selling to them. 

Cold approaches typically don’t work, but if you can’t resist, pull a list from InfoUSA and search for company owners with employees less than 100.  Make a call and see if they’ll take it.  You never know – but zero-in on value-creation within the first couple minutes or it won’t work.  The success rate of these cold calls will be low – but do you feel lucky?

So belly up to the bar and get networking!  Have a great week! 

All the best, Doug

 

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About Growth Nation

Growth Nation helps mid-sized and emerging firms reach their growth potential by developing and implementing successful marketing strategies and plans. We: • Listen • Build your brand • Increase good sales leads • Accelerate lead conversion • Grow your business with marketing that's 'just right' Our growth solutions have created over US$1 billion of new revenue and $500 million of new earnings in these industry segments: • Internet and Information Technology • Hardware and Software • Healthcare, Biotechnology and Life Sciences • Alternative Energy • Manufacturing and Engineering • Chemicals and Materials • Industrial and Automotive • Franchising • Professional Services • B2B, B2C and B2B2C
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