How Small Business Marketing can win you Big Contracts
If you think it is only the big guys that land the big corporate contracts, think again. I once had the privilege of having a very frank conversation with an international businessman. One of the surprising things that came from the conversation is that he admitted he actually preferred working with smaller businesses. That dream of attracting corporate clients isn’t so remote now is it?
Surprised? So was I, so I asked him to explain why. These were some of his reasons:
- A small business can provide more personalized attention. Often large corporates have set procedures. Regardless of what the client really wants or needs everything is moulded to fit the corporate procedures. It’s almost as if there is only one strategy or solution on offer. Thinking outside of that is not even a consideration. It is almost like the client gets pushed onto a production line. A corporate may be looking for a product or service specifically because existing structures don’t work. If you knew how valuable the corporate client was, I’m sure you’d make sure you fully understood their needs and found a solution to match. You would fit your solution to meet their needs. They wouldn’t just be another cog in the wheel for you.
- A small business places a high value on attracting corporate clients. Whether it’s through home based business leads, a series of classifieds or any other method. When the phone rings and it’s a director of a large corporate on the line, I’m pretty sure you will drop everything else you are doing and give them your full attention. This is what makes small businesses different from large businesses. You take the time and effort to show them how important they are to you
- A small business can offer greater flexibility. You can customize your products or services to meet the client’s needs and know that it will be worthwhile because of the size of the account. Even if you aren’t on the preferred suppliers list, if you can offer some flexibility and meet the corporates needs you can overcome that. You build relationships in the process of taking the time to understand a customer’s needs. If you do this in the right way that confirms you are indeed an expert in a certain area, you may win the contract anyway.
Today technology has levelled the playing fields somewhat. With the systems and software available, it is possible for small businesses to attract corporate customers. As a small business owner you have passion drive and enthusiasm. You can provide insights and solutions that may be overlooked by other corporate competitors.
An important part of attracting corporate customers is being visible to them. That way when they approach you they already have an interest in what you have to offer. If you build on those relationships then the rules don’t matter as much. You may soon find your small business on that preferred suppliers list.