How to Pitch to Small Businesses

Most of the marketing and advertising info on this site is geared around medium or larger businesses. Here's some insight on how to deal with their smaller cousins:

Pitching Services to Small Businesses

If you're a small business marketer who sells consulting services to other small companies, you've probably noticed that few small business owners will turn down free advice. But convincing them to pay for your services can be a challenge if they have a tight budget. So how do you prove the value of your expertise without giving away the store?

You'll obviously encounter those who will never be persuaded to write a check for professional input. However, the vast majority of small business people will respond with interest if you clearly outline what you can do for them.

• Simplify your pitch. Small business owners don't want to see a binder filled with charts and graphs. They care about ROI. Demonstrate how your services will pay for themselves. Show them hard statistics from past projects.
• Let others pat you on the back. Testimonials from current and former clients can provide credibility. Rather than gushing with vague praise, they should highlight solutions implemented or problems resolved.
• Put on a good face. If you're selling marketing services, be sure to wow prospects with the quality of your Web site and collateral. If you look good, it stands to reason you'll make them look good.

In short: Convincing a small business owner to pay for your service is as simple as proving its value.

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