Episode 110 - Differences between Selling for Small and Large Companies

Join hosts Dave Parry and Rich Buckle as they explore the unique sales and marketing challenges that small businesses face compared to large organisations. They discuss how small teams must juggle multiple roles, the importance of balancing delivery with ongoing business development, and practical ways to stay accountable without the structured KPIs of bigger companies. You’ll hear insights on choosing the right systems—starting with free or low-cost CRMs—so leads don’t slip through the cracks, plus strategies for positioning your brand, resisting unnecessary discounts, and nurturing personal relationships to drive growth.

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Key Topics Discussed

Resource Allocation & Role Management

• Examination of how small businesses must wear multiple sales and marketing "hats" compared to specialized roles in larger organisations
• Analysis of the feast-and-famine cycle that often traps small businesses when they overcommit to delivery at the expense of ongoing marketing
• Discussion of time-blocking strategies to ensure critical business development activities don't get neglected amid delivery pressures
• Exploration of how to effectively divide limited time between prospecting, pipeline management, and nurturing existing relationships

Systems & Processes

• Investigation of when and how small businesses should implement CRM and other sales tools without overspending
• Comparison of rigid, scalable systems in large companies versus the flexibility small businesses can leverage
• Analysis of the value of free CRM tools for startups and small businesses with limited resources
• Discussion of how to systemise relationship management and referral processes for maximum effectiveness

Brand & Pricing Considerations

• Examination of how small businesses can overcome limited brand recognition compared to established players
• Strategies for positioning your personal brand and expertise as an advantage rather than a limitation
• Analysis of pricing flexibility and how to resist the temptation to discount unnecessarily to win work
• Investigation of the "boutique" positioning strategy and when it can command premium pricing

Accountability & Measurement

• Discussion of the importance of creating self-accountability when external structures don't exist
• Exploration of appropriate metrics for small businesses to track (focusing on inputs rather than outcomes)
• Analysis of how to incorporate reflection and learning into your business development process
• Consideration of the work-life balance and enjoyment factors that are especially critical for small business owners

Quotes to Remember

"There's no point having perfect systems if you haven't got any sales."

"You've got to try and get the balance right between marketing and sales."

"Make sure you take time to work on your business rather than in it."

"Just work everybody you know, talk to everybody you know, make sure they know what you do."

"Your brand is much more personal when you're a smaller company."

Top Takeaways

• Balance Your Time Strategically: Small businesses must intentionally allocate time between delivery, marketing, and sales. Block specific periods in your calendar for prospecting and relationship building rather than letting delivery work consume all available hours.
• Leverage Personal Relationships: While larger companies rely on brand recognition, small businesses thrive through personal connections. Systematically nurture your network, ensure everyone knows exactly what you do, and actively seek referrals from existing clients and contacts.
• Implement Right-Sized Systems: Start with free or low-cost CRM tools rather than expensive enterprise solutions, but don't avoid technology altogether. The right systems will prevent valuable leads from falling through the cracks as you grow.
• Resist Pricing Pressure: Small businesses often face pressure to discount their services to win work. Instead, emphasise the value of working directly with the business owner and the personalised attention clients receive compared to larger competitors.
• Create Self-Accountability: Without the structured KPIs and management oversight of larger organisations, small business owners must establish their own metrics and accountability systems. Focus on measuring inputs (calls made, proposals sent) rather than just outcomes.

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