Selling To Small Businesses Means Speaking Their Language – Slowly
The hot new audience for direct marketing service vendors is the smallest of small businesses, if industry buzz is any indication. One-, two- and few-store retailers are increasingly being sought by the customer relationship management and database/analytics communities.
This makes sense: The low- and mid-hanging fruit of larger organizations, which can readily tap (and pay) marketing and analytic talent has been fairly well harvested by service providers.
But the plug-and-play offerings geared toward the smallest businesses often fail in one critical aspect. Small businesses do not necessarily have access to sources of marketing acumen. True, it doesn
