-
Other Sites
-
Admin
Search
Blog Bling
May
12
How to Speak to Small Businesses
May 12, 2005 | Anita Campbell
More studies like this one should be conducted:
Telecommunications firms are failing to connect with Britain’s army of small businesses, according to research published by the Ofcom Consumer Panel this week.The Panel interviewed owners and managers from 300 firms, each of between one and 10 employees in size, and found that most were baffled by the latest communications terminology. Just 16 per cent were able to accurately say that 3G was a high-speed mobile technology, while 17 per cent gave a wrong answer and 67 per cent said they hadn’t heard the term.* * *A Consumer Panel spokeswoman said: “We think the industry is not communicating properly with small businesses.”
No kidding!!!
If you want to understand how to sell more to small businesses, do more studies like the one mentioned above. Focus in on small business’s understanding of the terminology used in your marketing materials. That kind of study would be highly – HIGHLY – useful.
My own experience is that far too many small business owners and decision makers don’t understand half the lingo used in marketing materials and sales pitches. They’re utterly intimidated.
It’s not because they are stupid. It’s simply that the insider lingo being used doesn’t speak to them appropriately. It speaks from the seller’s viewpoint, not the purchaser’s. It assumes knowledge the purchaser does not have.
That applies not only to telecommunications providers. It goes for most technology products.
It also applies to services, too. Services are often described vaguely – using highly conceptual marketing-speak and non-concrete terminology making it difficult for the business owner to visualize what he or she is being offered.
Small businesses simply don’t understand what it is the vendor is trying to sell. They hardly want to show their ignorance by asking. It is easier just to ignore the sales pitch and hope it goes away.
