How SMEs can win big corporate orders

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Writuparna Kakati | 08 Apr, 2009
Does size matter? If you are a small business owner, you may probably ask this question to yourself whenever you lose a big order only because your business is looked upon by a large corporate client as too 'small'. SMEs (Small and Medium Businesses) often face this challenge. Despite their capability to take on large corporate clients and serve them just like big vendors can do, they are overlooked because of their 'small' size.

How to face this challenge? SMEs have limited resources and, therefore, they cannot do whatever they want to get bigger. But at the same time there is no greater opportunity to grow for them than to access the big corporate market. Big buck comes from big orders and it is why SMEs need to find out the way to strike those big deals. Here, they need some persuasion tips to create a big impression in the minds of their customers.

When you want to sell to large clients creating a great impression, it helps to know a few tricks:

Professional image: Create a professional image for your business that reflects its potential and aspirations. First of all, your office should have a professional corporate look and atmosphere. If you feel that your office is too small, you can consider organising meetings with your prospective customers at a rented serviced office. People often form theories about your competence, character, and commitment just by observing your behavior. So it is equally important to talk and behave like a professional with your customers.

Professional staff: To create a good impression in the minds of your customers, you need to train your staff to remain professional at all times. When your marketing professionals meet the customers, do they walk, talk and behave like a professional ? When one of your customers visits your office, does he find your office staff professional enough in their behaviour and appearance? Do your employees follow up on all customer inquiries on a timely basis and in a courteous way? All these things need to be taken care of by SMEs to create a big impression in customers' mind.

Business cards: A good business card should identify a person with a product, brand or company, and it should mention the person's contact details; but is it enough? As a part or creating an impression, your business card should be professionally designed and printed on high quality paper. You should print your website address on it and there should also be a brief description of the products and services you provide.

Logo and slogan: Does a SME need a logo and a slogan? Experts urge that SMEs should brand their businesses with logos and slogans. Most clients, while making purchasing decisions, look for a "well-defined" company the "look and feel" of which can be created by a professionally designed logo and a attractive slogan. They help build an image and a brand for you business that is bigger than your individual identity.

Ads, catalogs and brochures: People get more attracted to what they see than what they hear or read. So having attractive graphics associated with your advertising and marketing materials helps in making a lasting impression in potential clients' minds. Well designed and high standard print ads, catalogs and brochures are important to make a place in potential clients' minds and impress them to make a purchase from your business.

Impressive website: Every SME should consider a professionally designed website not only because it acts as a very effective sales and marketing tool but also because it helps in creating a great impression to attract buyers. After viewing a business website, people construct a detailed image of the business including assumptions about its experience, innovation, competence, and customer orientation. Therefore, every business, both small and big, should ensure that it has at least one website which is enriched with good content and graphics, attractive fonts and layout, reliable external links, and use of advanced technology.

So, If you are a SME, never give up on big corporate clients. Try the the above methods to punch above your weight - they will certainly pay off. Size does not matter in getting big orders, what you need is that extra intelligence to magnify your business in the eyes of potential customers.