There are times when a small business has an advantage in the marketplace when they have a small team. Small teams give a sense of personalization; it makes people feel connected because they are exchanging with someone they may begin to know on a personal basis.
Other times there is a need to give the small business the allure of grandeur. When attracting large B2B type businesses it’s often a hard sell on products & services if there are only a few people behind the helm because it’s hard for large companies to put trust into such a small team.
The purpose of this article is to examine the latter and to give the right resources to make a big business out of a small team; by doing so it can grow in more ways than what’s possible when the workforce is a mere fraction of the competition.
- Website – The website should be the first stop in creating a bigger, professional presence within the marketplace. A great way to go about this is to set a higher budget and hire a developer/designer team that have proven track records of great work. The site should be pixel perfect, able to sell product/services (directly), capture and rank well for the best keywords, secured, and without broken pages. There’s no reason to use generic templates in this case because the first though visitors have will be that the business is large enough, an invested enough, to be a big player in the market.
- Social – The online social side of the business is one of the easiest areas to change up in order to give a bigger image of a business. The fastest way to do this is to provide each employee with a personal, professional account on sites like Facebook, Twitter, and LinkedIn. The profiles act as a channeling point for customer service and when each are able to post, respond, and participate they help in giving this image that there are more people working for the business.
- Meetings – Bringing a potential (big) client into the office when it’s just a small, cramped place rented out of a local strip mall may not be the best way to woo them on big budget deals. When these type of situations come up it’s better to encourage them to join an online meeting. The right software (that is able to scale the number of viewers, allow screen sharing, and international options) allows the small business to pitch ideas without making the big client feel uncomfortable in the small environment.
- Design – The design of items such as the packaging, marketing/promotional materials, and the overall look & feel of the product or service has a great impact on whether a consumer feels it is produced by a big company. The idea of perceived value is hardly a new idea; it’s often what’s underlying behind why people buy what they do. If the design of the product or service can create a perception of higher value then it’s entirely possible that people will associate the professionalism & quality to be that made by teams of researchers and developers.
The four major contributors (website, social, meetings, and design) are really the cornerstone if the small business you’re running needs to operate on a larger scale. The cost to invest in each of these items are miniscule compared to the long-term gains when you are able to land the bigger clients.
What do you think? Is your business in need of a larger image? What strategies are you taking to build this allure of grandeur?