How to win SMB orders

The SMB market or the SME market is a hot word these days.
Everybody is running after the small businesses that are rapidly emerging as
significant investors in information technology. No wonder therefore, that a lot
of research is going on to figure out the success mantras for selling to
small customers, and then keeping them happy.

Here are some quick tips based on a recent survey carried out by
Dataquest of 506 small and medium sized companies in different sectors across
India. Vendors will do well if they keep these in mind while preparing
proposals, and making presentations.

Make sure that when you are pitching for an SMB order, you talk
about how IT will give them an edge over competitors in terms of serving
customers. Among the SMB type users, the biggest reason for going in for IT
investments is the belief that computers help in serving customers better.
Mentioning that using computers are trendy and yet enhance employee
productivity, and that it helps in foreseeing business, can also possibly tilt
the order in your favor.

Associating with the SMB's pain areas will be very crucial for
the deal to be won. Even if you are selling them a box or a software package, be
open to demands for customization. Don't say no to it, but figure out how you
can organize it. Avoid making tall claims, as this one has come up as a big crib
point that SMBs have in their dealing with vendors. While you will talk about
the great features of your product or service, small users are best converted by
actual experience. Try and give live demos on examples that are relevant to
buyers. And last but not the least, try and bundle solutions, as they are
perceived to be cheaper and easier to handle.

And if you are looking for a CIO in a small enterprise you are
barking up the wrong tree. In most cases, IT purchase decisions are taken by the
proprietor, even if there is an IT manager there. The proprietor is the key
person to be convinced. And he will try and take the discussion towards money.
And when it boils down to money, and that is becoming the hurdle, keep in mind
that the Government of India has some schemes for promoting IT in small
enterprises.

Finally, the last and the most unexpected question from the
potential buyer could be "Who will run and manage the IT solutions for
me?" Don't be taken aback. Keep in touch with small placement agencies,
and they will help your customers get decent and economical personnel to get it
all started.