Arrogance is a flaw, and for a marketer or salesperson, this assumes greater significance. Unfortunately, marketers tend to fall prey to the glamour of signing on a big name client, while giving the cold shoulder to a category that shows, in my opinion, greater promise of developing a long-term relationship. Yes, SMEs and start-ups might not have the budget or the inclination to provide you with that juicy deal that’ll set you up for a bonus come end of the year, but handled carefully, can provide great benefits in the long run.
Let’s look at a few of the reasons why SMEs and start-ups deserve the same attention you’d give to a big corporation:
– Your product/service might be just one of the many used by a big corporation. At the same time, an SME or startup might build a large section of their business around your product – giving you a much higher sales potential in the long run. And if the start-up flourishes, you win – big time.
– Bigger businesses, with their deeper wallets, tend to squeeze out every last bit they can while agreeing to a deal. Sure, they might give you the lock-in to a long-term or high-value deal, but it’s not likely to be on your terms. On the other hand, dealing with a startup puts you in the driver’s seat.
– Customer feedback is a vital part of success and with smaller organizations, you get to closely develop your product – in partnership – as the market evolves. A big business, however, can be like a 500-lb gorilla – you do as asked.