How Small Businesses Really Find Buyers

Why They Buy“Guys,” I said, “I got referred into this prospect because he needed strategic marketing help with a complex situation that could grow his operation by 500% in 3  years.  I spent an hour with him discussing his business and the market he wanted to pursue.

Then he asked me why I wasn’t talking about about advertising and PR and Web Site performance.”

Rick, our direct marketing expert asked, “How did you respond?”

“I told him that I had to understand where they were now in order to begin to find a way to get to where they want to go.”

Gail, the veteran copywriter shushed me and said, “Did you ask him what he thought marketing was?”

“Yes. His ideas about marketing were similar to what I’ve found over the last 20 years asking business owners and managers about how they think people find them and buy from them.

I asked him to list where or how he believed marketing would have the greatest ROI for his Enterprise level computer consulting him. Here is his list:

  • Direct sales
  • Trade Shows
  • Online (Website, SEO)
  • Public Relations (PR)
  • Responding to RFPs (Requests for Proposal)

“I know you’ve actually gone out and asked your client’s customers how they came to buy, said Gail, “how does that compare?”

“Well, that varies by the phase the company or product or service is in at the moment. There are three phases as shown (This is just one of the information displays in the FREE Whitepaper that will change how you look for buyers)

It doesn’t matter whether it is a one man band or a corporate megalith the answers tend to be the same and are only limited by the budget available. What works according to the buyers fall into six categories:

  • Referrals/Word of mouth
  • Prior Experience
  • Distribution/Direct Sales
  • Direct Marketing
  • Networking
  • Everything Else.

You’ll notice that only one of these was on his list so he’s missing over 80% of why clients would seek him out.

The Takeaway:

Small Business Owners need to know what works versus the hype and what has changed over time and how to take advantage of the changes. Get the 20 page whitepaper: High ROI Marketing for a limited time FREE.

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and secretary.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 years as President of Z-axis Marketing, Inc. Learn more at

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic.

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