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All about Feeling small business’s pain

Originally Posted on Author's Blog

Business b2b entrepreneur small business tips | b to b portal india small business ideas

Small businesses are a pillar of the indian economy, representing 99.7% of all employer firms, employing half of all private sector employees and paying 44% of total U.S. private payrolls, according to the U.S. Small Business Administration’s Office of Advocacy. Small doesn’t mean easy, however: Marketers hoping to connect with these executives must learn and address the unique challenges they face as they struggle to bounce back from the economic recession.

The most significant challenge small businesses face post-recession is poor sales, said Stephen Smyth, director of member strategy for Enterprise Council on Small Business “Marketers would be wise to craft messages that demonstrate an appreciation for the inability of small-medium-business owners to make the sales that they had hoped for,” he saidFor example, he said, a marketer might demonstrate how its product or service will free up time for the small-business owner to spend more time selling or free up capital that can then be reinvested in selling efforts of manufacturers exporters and importers,

At the same time, however, marketers should appeal to small-business owners’ inherent sense of optimism, said Tim Rodgers, CEO of advertising agency Rodgers Townsend, St. Louis. “It’s an attitude that’s going to be prevalent across all small businesses,” he said. “They want to work with companies that are equally hopeful and believe that better things are ahead.”
“Certainly, if you’re an entrepreneur, you’re an optimist by nature—otherwise you don’t become an entrepreneur,” said Hope Picker, director of strategic research for Doremus. “But the amount of growth they were expecting even in this economy is fairly staggering.”

The study also asked respondents to rate on a scale of 1 to 10 how willing they are to take risks in their business decision-making, with 1 being “not at all willing” and 10 being “very willing.” Eighteen percent indicated they were a 9 or 10, and more than half said they were a 7 or 8. “They’re not wild and crazy, but they’re risk-friendly people,” Picker said. “You see a lot of [marketing] that gives them kudos for being an entrepreneur in the first place, but not so much that [highlights] tools and information to support their decision-making so they can take those risks intelligently.”

Small-medium-enterprise business owners executives love what they do, and marketing targeted at them should reflect that passion, Rodgers said. “Advertising that specifically calls out small business means a lot to them; it’s more than half the battle,” he said. “[It should be done] in a way that is flattering to them—not overly serious or overly earnest, showing these people working themselves to death. They enjoy what they do, make it look like they do.”

Time—or lack thereof—is a huge issue for small-medium-business  executives, so marketing directed at them needs to be quick and to the point, a provider of e-mail marketing tools for small businesses. “The small and medium enterprise owner often wears a ton of hats. They’re often the ones going to the bank, taking out the trash, doing the business plan, doing the marketing,” she said. “We try to stress that we’re going to be really easy for them and save them a lot of time and make them money. Those are the things that are real hot buttons for small businesses.”

A marketer’s website and online efforts are particularly important in marketing to small and medium enterprise businesses, “It lets them control the amount of information that they receive and lets them do it at whatever time works best for them,”such as given below

Connecting  to  global buyers and sellers.
Getting online visibility
Getting  listing in global B2B trade directories / portals.such as sme.in
Publish company details & catalogs in  various languages.
Getting  precision search.
Informational trade shows.
Information of trade magazines.
Trade Leads.
Administrative control to modify your company particulars.

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