28 Oct '11, 11am

GrowSmartBusiness: What Makes Small Business Customers Buy From You? #li

Small business owners don’t “cross-buy.” Many BtoB marketers focus on coming up with strategies for cross-selling existing customers on different products or services than they currently buy. But panelists by and large said they don’t give any advantage to their incumbent suppliers. Instead, when they’re looking for new products or services, they ask other business owners for advice and do lots of research. As ECSB put it, “This is a classic case of, ‘It’s about them, not about you .’” Small business owners’ purchases are prompted by need. “If it ain’t broken, don’t fix it” might describe the small business owner’s mentality when making a purchase. ECSB research showed that 72 percent of purchases of additional products or services (i.e., purchases in a cross-sell context) are motivated by immediate need; just 11 percent are motivated by a future need. When they get direct...

Full article: http://www.networksolutions.com/smallbusiness/2011/10/wha...

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