What are examples of what corporations buy?
What did this corporate procurement team in the picture buy for this space?
Possible answers are:
- Art (interior decorator or local artist)
- Custom table
- Light bulbs
- Window washing
- Light fixtures
- Cleaning services
These goods and services may have come from a small business.
Small Businesses can Capture Attention of Global Giants with the Words Decision Makers Need To Hear
In today’s global market, small businesses can indeed compete with larger corporations and even sell to them. The key lies in understanding the needs of decision-makers in multinational companies and addressing them effectively.
Small Business Coaching:
Practical tips on how small businesses can use the right words to speak to these decision-makers’ needs.
Find the Right “Selling” Words
What does your small business do exceptionally well? Think about the products and services you sell. Write a smoot introduction to your company.
If a small business supplier approaches a prospective corporation and starts rattling off everything their company is capable of doing, the supplier diversity professional or potential buyer will probably lose interest real quick. It’s too much information to take in.
First, understand your audience. It’s crucial to know who you’re speaking to and what they care about. Decision-makers in multinational companies are focused on efficiency, reliability, and profitability. Many corporations have supplier diversity programs where the business outreach team attends business matchmaking events in order to find diversity suppliers. They’re looking for innovation and best value to increase their diverse spend.
Your communication should clearly show how your product or service can contribute to these areas. Use language that demonstrates your understanding of their industry and challenges.
Translate Your Words into Their Speak
Make it easier for supplier diversity professional (often your first point of contact) and/your prospective client to understand your company’s value by using words that describe what they are looking for.
When a potential buyer says, “what do you do?”, they do not want a long list of items or a bunch of adjectives. They want to know what specific products or services you offer. They want to know how you will add value to the project.
Secondly, showcase your unique value proposition (UVP). What sets your business apart from the competition? Perhaps it’s your innovative approach, your exceptional customer service, or your bespoke solutions. Whatever it is, make sure it’s front and center in your communications. Use concise, direct language to convey the benefits of your UVP.
Here are Examples of How to Find “Selling” Words
A printing company may offer promotional items, signage, event displays, offset printing, and they probably do a whole bunch of other things such as business cards, postcards, or flyers, etc. But they don’t need to list all that here when they are meeting someone for the first time.
Think about what the potential client really wants to buy. The printer could introduce themselves with: we provide marketing collateral to impress stakeholders that leads to further engagement.
Now they could tailor that to a prospect in the water industry: we cultivate trusted partnerships between utilities and their customers with local marketing and print services.
Now they could focus on a particular issue: we empower water utilities’ customers to embrace conservation with our story-telling print and marketing services.
Thirdly, speak their language. While maintaining your authenticity, ensure your communication aligns with the corporate culture of the multinational company. If they use formal language, match their tone. If they’re more casual, adapt accordingly. Avoid jargon unless it’s commonly used in their industry.
Wasted words waste time. I know this first hand. If your message is not clear, a prospect is not sure what action to take next so they move on to the next vendor.
As one of the best marketers in the world, Russel Brunson says, “a confused mind says No.”
Small Businesses Capture Attention of Global Giants
If you only had 90 seconds – like you could have in a pitch competition – you will make sure you are focusing on the “money words”…the ones that resonate.
In addition, build trust through professionalism. Ensure all your communications are polished, error-free, and consistent with your brand image. This not only reflects well on your business but also reassures multinational companies that you’re a reliable partner.
Remember, selling to multinational companies requires patience and persistence. It might take a while to get your foot in the door, but once you do, the potential rewards are significant. By using the right words and adopting a strategic approach, small businesses can successfully attract the attention of global giants.
Small Business Strategies: Speaking the Language of Multinational Decision-Makers”
The power of language in business cannot be underestimated. The right words can open doors, build relationships, and secure lucrative opportunities. So, take time to craft your messages carefully, ensuring they speak directly to the needs of decision-makers in multinational companies.
And if you want a business coach to co-sign that you’re on the right path, don’t hesitate to schedule a GUIDED Session.