A 2013 research by
InfusionSoft shows that, there are 4 specific types of small business tech-buyers, depending on their behavior. No. 1
Strivers who eager to use new technology, No. 2
Customizers who believe that their business is too customized to be supported by technology. No. 3
Maximizers who believe that technology is essential to growth and No. 4
Supporters who eager to use technology that's designed specifically for mall businesses. Understanding motivations of each segment can help vendors tailor their sales approach to different small businesses.
The 4 Distinct Types Of Small business Tech-Buyers
Vendor advice
Vendors should emphasize their training and post-sale support programs. They should provide supplemental education on business strategy for ongoing success, then provide automation to support those processes.
Vendors should establish relationships with customers before attempting to demonstrate how technology can improve their business. They should use testimonials from existing clients to assist in explaining how personal service can be maintained.
Vendors should demonstrate the return on investment maximizer will receive from new technology. They should communicate the way their technology can scale growth.
Vendors should have a passion for small business. They should communicate their connection to and understanding for small business.
