Large organizations are beginning to wrestle with the reality that their markets want something more personal, more honest and real, from the companies they buy products and services from. It’s obvious that small businesses possess natural advantages in this arena, so the rush is on to think small.
Acting like a small business, it seams, is the latest killer innovation.
I am giving a talk next week to the Oregon Chapter of the American Marketing Association titled the “10 Natural Marketing Advantages of Small Business. ”
So, the question is, are you leveraging your natural advantages?
Here’s a look at the list.
- Focus – In order to survive, most small businesses must adopt a narrow market focus. In doing so,they can develop a premium reputation for serving that narrow market.
- Reach – Small business owners are so close to their markets they can experience what their market experiences. They can deliver CEO level experience to any size client who can connect with a client better a 25 year veteran and author of two books on the industry or two twenty something whiz kids from McKenzie?
- Nurture – Small businesses can grow with customer needs. Often, they can create products and services that address highly personalized requests at a moments notice.
- Surprise – The best small businesses understand the value of surprising their clients from time to time. A simple interrupt in the system can become a system for a small business.
- Transform – Small businesses can obtain new data from a market, or even a client or two, and dramatically change their business model to align with a new opportunity.
- Partner – Smart small businesses create networks of strategic partners and address the needs of their clients with the best and brightest every time.
- Automate – The proper use of technology allows small businesses to put up big shop follow-up, service and prospecting without the overhead. Plus, they can outsource the boring work.
- Educate – Lacking big ad budget, small businesses must educate their prospects before they can make any ground selling them. This trust building process makes selling unnecessary and delivers the ideal client relationships.
- Meaning – Small business is personal. Markets are hungry for businesses that allow them to connect to something beyond the products and services. Small businesses can deliver a story that has meaning.
- Play – Why does someone start a business anyway – To get more life, to develop a passion, to get free? It doesn’t really matter that freedom comes with an 80 hour work week. Passion and purpose are sexy and contagious.