My buddy Nick tells me I really should be using Firefox to browse instead of IE. However, like many small business owners, I place a massive premium on my time, and learning any new software is always a giant time-suck. (You should have been around the week I installed the last big Windows update.)
Just due to client needs and projects, I seem to wind up learning one or two new applications a year anyway and there needs to be a compelling reason to add another one.
This point was nicely documented by Jay Zaltzman, also a qualitative researcher, in his article "Straight Talk About the Small-Business Market", in QRCA Views (Winter 2005):
I have frequently hear owners of small businesses say in focus groups that they prefer to continue using an outmoded product or service rather than deal wtih the investment of time involved in switching to a new one... This reluctance to invest time in changing is a strong advantage for established products and brands. More so than consumers, small-business customers tend to gravitate toward established brands because of the insurance they believe such brands provide. They are acutely aware of the risks in choosing an untried product or service, and frequently they are willing to pay a premium to use an established provider.
Jay goes on to comment that small business owners tend to evaluate purchases from an ROI standpoint, and in this respect, are much different from consumers.
You'd be surprised how often a small thought-leading enterprise like mine gets called with a sales pitch. In my case, these are most often from research fieldwork companies that would like to help me out with web survey programming, sample obtaining, outbound calling, focus group facilities or the like. These earnest young fellows (and they are usually fellows) want me to consider them. I've started saying something like this:
"I get a couple of calls a week along these lines, however I do occasionally outsource XXX. Can you tell me why I would want to use your firm, why you feel you offer something special to your clients...?"
You'd be shocked at how few times they can answer this question at all. In fact, the most common response is that all of this information is on their web-site, and could they send me the link? (And I say yes, and they do) Or could they send me some information? (And I say yes, and they do) Or they already did send me some information and have I had a chance to look it over yet? (ummm...)
I do have a lovely little leather armchair in my office specifically acquired for the purpose of kicking up my heels in the afternoon and reading the business books I buy too frequently and can't keep up with. But in my wildest dreams, I cannot imagine using that time to review the marketing brochure of a research supplier. I have been known to respond:
"Can't you just tell me?"
Wishful thinking on my part. (My gosh, I sure hope I don't handle things this ham-handedly when I am calling potential clients. Somebody out there please call me with a courageous conversation if I do.)
I've been trying to get organized around new bookeeping arrangements for over a year. I even sought out references from my colleagues, and have two good ones in a notebook somewhere. But it's still on my to-do list, because I know it will involve a significant amount of time, and what if it doesn't work out ...!
What you need to keep in mind before you pick up the phone, plan the product, plan the marketing, or anything else that looks like sales to a small enterprise is the WIFM rule -- What's In It For Me. The station we all listen to most, WIFM.
