There is an art to sell to an entrepreneur. A different breed of people, business owners typically possess certain characteristics that can make selling to them confusing.
Although some are very calculated and cautious, the others are cautious only upwind. Rather than making hope their strategy, top salespeople figure out how to get into the mind of an entrepreneur to make more consistent sales with less energy. If your efforts to convert contractors into customers have resulted in too few sales, you may be making one of these mistakes.
Here are the 4 big reasons entrepreneurs don’t buy from you.
you are too slow
When a classic entrepreneur wants something, he wants it yesterday. Whether it’s product completion, operational support for a new business, or the price of a service, you can never get it to them fast enough. They want to dream up an idea and have the cost and scope before the end of the day, and will be looking for vendors who can keep up with their pace. If you use the word “soon” and then take the whole week, need to chase after them to find the goods, or just don’t respond until they change their minds, you’ll be missing out on sales. that you could have easily secured.
Speed stuns, so be faster. Improve your processes to ship in half the time or enable an instant quote by collecting a few details. The early bird catches the worm and the lazy sailor misses the boat. Your potential customers confuse your lack of speed with a lack of enthusiasm and assume that you don’t care about their business. Don’t leave an entrepreneur hanging and you’ll be chosen more often than those who wait.
you are not a visionary
Thinking too small could mean contractors aren’t buying from you. Whether you sell a physical product, a marketing service, or administrative support, communicate the benefits as if your life depended on it. Are you going to help them have more impact, more revenue, or have more headspace? What could they achieve from there? Picture the big picture to catch an entrepreneur in their most visionary version and watch them get excited to get you on board.
Marginal gains don’t impress, so think bigger with what you bring to the table. Figure out what matters to them and speak in their language. Relevance, distinctions, money or freedom; each requires a different approach to a sales proposition. Explain how you’re going to change their lives to secure the sale, then deliver on your promise to keep them forever.
They question your competence
While they are more often far away with the fairies than deep in the weeds, entrepreneurs spot patterns and notice inconsistencies. If your story doesn’t match, you’ve twisted the truth, or your words say one thing, but your actions say another, it will jeopardize your sale. The little things add up and negligence never goes unnoticed. An entrepreneur isn’t just looking to tick a box and sign off on their marketing budget.
Doing what you say you will, showing up on time, not making mistakes, and remembering what you’ve been told all put a damper on confidence and competence.
Don’t let something tiny raise a red flag and cost your business a new customer. Cover the basics and practice what you preach. A players only want to work with other A players, so consistency in skills is important. Doing everything to a high standard reassures an entrepreneur that you are a solid bet.
They see no way out
Although they think big and are happy to take calculated risks, they want to be able to recover quickly from their mistakes. Placing a bet for a potential win is good, throwing money after the bad is not. Not giving an entrepreneur an easy way out could cause them to run a mile.
Long contracts could jeopardize their nimble business strategy and high sunk costs could encroach on their freedom. Both could prevent them from signing your contract. They work on their own terms and don’t answer to anyone, so the last thing they want to feel is stuck.
Cover the downside. Communicate the worst that could happen. Let them see that it’s not so bad, so they see the jump as something they’re willing to try. Explain that you play together and support them. Make it important to you that he doesn’t lose money or look stupid, and that his worst fears don’t come true.
If you’re too slow, think too small, seem inconsistent and incompetent, or try to tie them all together, you won’t make many sales to an entrepreneur. Acting fast, thinking big, practicing what you preach, and giving them an easy way out will appeal to their impulsive, sharp, and visionary tendencies and mean you’re in a much better position to sign up those entrepreneur clients.