B-Side Marketing ProjectVol. 7: B-side U.S. Micro Study: Technology
SBOs feeling the pressureSmall Business Owners (SBOs) find themselves (cue Queen baseline) under pressure when it comes to finding and buying new technology for their businesses. We take an in-depth look at what's causing this pressure-cooker mentality, and what brands need to do to alleviate the stress for their SBO customers.
There just aren't enough working hours in the day to run a business and stay on top of constantly evolving tech trends. But SBOs realize how critical it is to their success, so they rely on others for help.
75% of SBOs do not feel very familiar with new technologies.
SBOs typically rely on others to inform them of new high-tech solutions.
- 77.9% peers
- 47.1% Industry experts/leaders
- 28.4% Employees
- 42.7% Search engines
- 41.7% Advertisements
- 34.3% Trade industry publications
Once an SBO becomes aware of a technology, they immediately run to the web to research it. It's a resource that's always available, chock-full of information, and allows them to sidestep another source of pressure -- sales pressure.
What are the best methods of evaluating products / services?
- 84.3% Research Online
- 55.4% Ask Colleagues / Peers
- 43.6% Test Product
Which is more influential, online content or sales reps?
- 64% online
- 19% Equal
- 8% Sales Reps
- 9% Neither
What are the top issues of evaluating technology?
- 50.5% Too many similar products / services
- 45.1% Pushy sales tactics
- 40.2% Can't find what I'm looking for
What are SBOs looking for?
- Products /services
- 1st Quality
- 2nd Price
- 3rd Ability to demo
- Brands / companies
- 1st Proven results
- 2nd Direct benefit
- 3rd Value
While the pressure of working at breakneck speeds weighs heavily on SBOs, they still make time to look at multiple options. But with most decisions being made within 3 weeks, brands must be available when and where SBOs need them.
- 67% of SBOs consider 3 brands or more.
- 64% of SBOs make a decision within 3 weeks.
Is there anything that will motivate SBOs to purchase sooner?
- 45% nothing
- 17% peer review
- 13% discounts
The best way to talk tech with SBOs? Amp up online efforts. Keep information clear and to the point. And try to invite a conversation instead of forcing a sales pitch. Brands following this formula are sure to gain the trust and loyalty of SBOs everywhere.