I have heard throughout my life that size doesn’t matter! Similarly, bigger doesn’t necessarily mean better. Well…..when it comes to business, I concur. As an owner of a business with a team of 7, we very much pride ourselves on our reaction times and service levels. We always aim to provide bespoke marketing solutions rather than off the shelf solutions. When I asked a selection of our clients why they approached BMC instead of maybe larger, more traditional “agencies” I was pleasantly surprised to find out the answers.
Below are some of my tips on how a smaller business can not only compete with a larger one, but stand out against them –
1. Always respond to prospects quickly and personally
Smaller companies differentiate themselves from big ones through faster, more in-depth human communication.
My suggestion would be, whether in person or on the phone, respond quickly and personally to a personal approach. Companies of all sizes have adopted automated software for marketing, but relying on automation loses the personal touch that differentiates small businesses from corporations.
2. Don’t solve unique problems with standard solutions.
Big companies tend to try and fit clients into pre-set boxes. Off the shelf solutions are much more costs effective to offer and hence, larger companies will try and predict solutions and have an already made solution.
Smaller companies can be nimble in their ability to customise offerings to match specific needs. Start-ups and/or smaller businesses should take advantage of this by providing more specific service to customers who would fall through the cracks at larger entities.
3. Keep the face of the company familiar.
Bigger companies tend to have big sales teams and lots of people who interact with clients. Small companies have only a few, but this, in my opinion is a strength. Statistically, maximizing customer satisfaction through a consistent customer journey can potentially increase customer satisfaction by 20% and boost revenue by 15%. Keep the point of human contact as consistent as possible so prospects feel that they’re dealing with a person — not a brand.
While startups use personal service to get in front of clients, big companies invest in technology so they don’t have to. Keep personnel the same through the inquiry, proposal, launch and implementation phases. Customers will feel more valued if they are not being shuffled from one department to the next.
Related: 4 Advantages every Entrepreneur should be using
No matter how much ground big companies cover, they can’t be everything for every customer, and that leaves an opening for startups to survive and thrive. Small companies can leverage their agility, flexibility and creativity to go above and beyond for customers where the big businesses would otherwise get stuck in the mud.
Small companies that focus on building active, solution-forward relationships with customers will find it’s easier to win out against the sluggish big businesses in today’s fast-moving market.
