Small Businesses Have Consumer Buying Behaviors

June 21, 2006 | Anita Campbell

Consumer shopping Small businesses buy like consumers, and not like other businesses.

Hey, it’s no longer just me saying this. Other people are talking about this, too.

Charles Jolley, CEO of Sproutit.com, writes:

”… small businesses (and agile teams inside large companies) don’t buy like a business; they buy like consumers! Small teams work on a limited budget and short deadlines, just like most of us do in our own personal lives. When a new need emerges, they don’t want to spend a lot of time talking to sales people, they just want to find something that works and get on to the next task.

What a difference that makes; when the enterprise-software model (big sales team, major commissions) actually works against you.”

Charles points to a blog post by Jeff Clavier pointing to a blog post by Ben Barren pointing to …. Well. Just start with Jeff’s post. Then follow the breadcrumb links backwards, and read all the conversations — everyone has a bit of perspective to offer.

Eventually you will end up with Don Dodge, who apparently started the whole daisy chain with his blog post outlining the seven rules for new software business models from VC firm Kleiner Perkins. Most of the 7 rules involve a sales process and product configuration that is more like a B2C model than a traditional B2B model.

Also, for more on the topic of small businesses having purchasing habits like consumers, read some of my previous writings:

Does the Computer Industry Really Serve Small Businesses?

Consider Blogs to Reach out to SOHOs and Microbusinesses Online