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You might be genius at selling your products and services to customers, but selling to a business owner is a daunting task which you should not take for granted. If you’re in the business where you sell products and services to small business owners you have to be more cautious because business owners, no matter whatever the size of business they hold are busy and quite smart enough not to fall for your sales tricks. However, selling to a business owner is not an impossible task and you can do it if you know how to do it.

Here are top 4 tips on how to sell to a business owner and make things easier for you.

Know Their Business Like They Do

When you are selling to a business owner you need to understand that you need to talk to the point because they don’t have all the time in the world. Most business owners and corporate decision makers are under continuous and increasing work pressure to perform and they expect you to be knowledgeable about their business even before you walk into their office. Going without any thorough research or information about their business will make them feel you’re just another self-serving salesman wasting their precious time.

Be a Problem Solver

We’re all looking for solutions, aren’t we? While customers are browsing the internet to find products and services that can serve as solutions to their problems, business owners too are hunting for solutions that can help them serve their customers in an efficient way while keeping their costs low. When you’re selling to a business owner focus on how your product/service can help them make a difference to their business. That’s all they care about. Provide samples, demonstrations and testimonials when appropriate.

how to sell

Offer Value

Business owners are hard to convince not because they are not willing to spend money, but because you’re not offering them value. As a salesman, your aim is to sell, but times have change and business owners understand that they need to buy products and services that add value to their business. They’re not going to believe what you’ve mentioned in your sales brochure.

So, the only way you can sell to a business owner is to educate them and not sell. You may go ahead and ask them how much they make per year if his/her business is running at maximum efficiency. Calculate that into hourly profit. Now show him/her how your product/service can solve his/her business problems and offer better returns than the price you’re asking for your product/service and you’ve clinched the deal.

Build Relationships

Most sales people are not sure how to sell to a business because they are more busy with their own sales goals. Business owners and corporate decision makers know that salesman usually paints a great picture around the products and services they sell and when they clinch the deal, everything comes crashing down.

Business owners will buy from you if you walk with them an extra mile. So, go ahead and provide them with better orientation, tell them what they need to do next, how they should make the payments, whom they should contact if they have any questions and provide them with contact information, how can they upgrade to better features if they like the product/service. Business owners don’t want to stay limited to your up sell and cross sell funnel, so always stay connected as a real person rather than sending them canned sales messages.

When you’re going for a sales meeting it is important that you know what’s going on in the company and their marketplace. Understand their key challenges, objectives and goals. Share your story about how you’ve helped other businesses with their challenges. Show them demos and presentations that make sense and offer them value that they can’t refuse.

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by Jonas Matkevicius

Jonas is a marketing specialist at SalesChakra. He is a certified inbound marketer who drives social media engagement and optimizes content for audiences. He loves to write on sales, non profits and entrepreneurship.