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Tips for Successfully Targeting the SMB Market with Teleprospecting

Small and Medium Businesses (SMBs) are most often defined by the number of employees; small businesses are usually defined as organizations with fewer than 100 employees; midsize business are organizations with 100 to 999 employees. The SMB group makes up the vast majority of American companies.

At TeleNet, more than 60% of our outbound teleprospecting calls are to small & medium businesses (the SMB market). Over our years of tele experience targeting this segment, we’ve learned and created many best practices. Here are just a few of our messaging tips…

  • SMBs tend to put more value on attributes like trust, loyalty and “home town” knowledge.
    • Incorporate verbal examples of how your solution is working in businesses like theirs
    • Have case studies on hand for a call-email-call
  • SMBs are looking for solutions that fit them, specifically. They are not interested in watered-down versions of products designed for large companies.
    • Share value points that demonstrate how your solution can meet their needs
    • Beware of terms that imply “expensive” or “large.” Words like “global” or “enterprise” may sound to the SMB listener like your describing a solution that was not made for them.
  • No matter how small, no one wants to feel small.
    • Be careful of referring to your prospect as a “small business”
    • And definitely don’t refer to them as “SMB.” While common place in the marketing world, many business contacts are not familiar with the SMB acronym
  •  Many SMB companies purchase when they have the funds, which may depend on external factors, like gas prices, elections, weather patterns, and other economic dynamics.
    • Don’t assume a fiscal year purchasing cycle
    • For companies that purchase “as needed”, the sales cycle is typically much shorter than in enterprise markets. It may be unreasonable to plan a purchase for 12 months in advance. Keep this in mind when defining lead criteria, relating to TFTB.

Again, these are just a handful of our best practices relating to the SMB market. Contact us to learn more about our approach and success stories targeting small & medium businesses.