Acme Trucking, a small operation in your city, seems like it should be an "easy sell." After all, owner Bill Acme is always there, so gaining access to the decision-maker is a no-brainer. In addition, your Emergency Department has done some of his drug screens, and you have a clinic that is within five miles of his firm.

While working with Acme and other small business enterprises may seem like it should be easier, in fact these sales are often more difficult. Small companies are a constant reminder that marketing strategy, message, and approach must be adjusted to meet the needs of individual businesses.  

However, that’s not to say that our marketing approach for small businesses needs to start from scratch. There are commonalities in this market. The starting point is to reflect on the small business prospect and what makes this kind of company successful. Then, evaluate how to utilize your collateral materials and messages to meet your prospect’s critical occupational health needs.

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Small Business Basics

Small business owners are driven by passion. Many individuals who choose to start their own business do so because they have a passion. This is an important differentiation from those leaders or staff who get their positions based on skills. What makes the restaurant owner successful is likely his passion for food—even though he may lack the well-rounded business skills to support this.

Risk is calculated differently in the small business world. Though the math is much the same, the small business owner is certainly less driven to minimize risk than his bigger-company counterpart with his boards, stockholders, and published earnings. Occupational health marketing materials for large companies might talk about many risk-reducing services. Keep in mind, however, that this approach may not serve you as well with smaller companies.

Small business may not have a benefits manager… or a human resources expert, or an operations executive, or a CFO, or many of the other specialists that we take for granted in a large company. The small business approach needs to be targeted to the owner’s level of expertise regarding the subject. For some, the entire concept of occupational health services may be new or misunderstood. 

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Marketing Materials and Messages

While you, as a marketer, need to be flexible in your style and approach based on the type of business, here are some things to consider when you target the small business owner:

New Opportunities Ahead!

The number of small business owners in the United States is on the rise. Collectively, small business enterprises are a major contributor to the economy and represent a market opportunity for many programs within your occupational health portfolio. Take the time to tailor your programs to this audience. You’ll reap new opportunities in your marketplace—and pave the way for future growth in this increasingly important business segment.