A very
good, but
difficult question.
Rather than there being one specific answer there are a number of factors to take into consideration.
I am in a similar position to you in that I am trying to sell a service and not a more cleary tangible product (such as goods that can be sold on) to the SME market. I am also in the good position of being an SME trying to help other SME's.
I would say the
first vital thing is how you can go about getting across the message that although SME owners could do the service you are offering themselves, you would do it better (or more efficiently) thus
allowing them to concentrate on the day to day running or strategy of the business they have.
I have found and have always believed that you
need to be able to clearly demonstrate how, by using your service, the SME can improve their bottom line. This is what it all comes down to with SME's, improving the bottom line through increasing leads and enquiries which leads to, yep... increased sales. SME's (or I don't anyway
), have spare cash to spend on something I am not sure would help my bottom line.
Once you have all that set out, you can then move on to marketing techniques...
marketing can be as cheap or as expensive as you like. I personally don't see the point of recommending expensive ideas just for the sake of it, or if i don't think a business will see a quick return on investment.
An example of simple marketing that i use is, "
a loss leader"... I usually do a few free demo's for people of services or make a few suggestions on little things people can change to market themselves better, in the hope they will keep me in mind for future projects.
If you have the time/budget/resource to do this I would go down this route to start with.
If that doesn't prove fruitful, identify a list of SME's you think you could help, research them, their market and then try to engage with them through something like a mailing letter, attending a networking function that you think they would attend or alike. You could go down the route of trying to get a media story in the media that is dedicated to their sector.. cheap as chips (
as the bronze one says), all you need is a press release.
It is usually just simple marketing ideas that work the best so don't listen to marketing bods that try to convince you otherwise and try to get you to spend a few hundred spondooleys
* on an online ad campaign. I could give more marketing ideas, but... that would be tellling.
If you want to discuss further, send me a private msg, of course... I will make a number of suggestions for free.
By the way, I am really interested to hear what other SME owners think about Shuv's post... what are the things that a service provider could do that you think would appeal to you
*Spondooleys is a slang word for cash. I am trying some new language out at the minute to see if it makes me appear more 'street' in preperation for a Goldie Looking Chain concert I am thinking of attending.... I am 28 and aware that I am no longer 'down with the kids'. Peace Out...
