How to Build SMB Sales Strategy For Success in 2023

August 9, 2023
5 minutes to read
Building a Strategy to Target SMB Sales
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A sales strategy is a plan devised by a company to achieve its sales objectives. It involves identifying target markets, setting sales goals, determining pricing and promotional strategies, and outlining the tactics and activities that generate revenue and increase sales. A well-crafted strategy aligns the organization’s resources, strengths, and market opportunities to gain a competitive advantage in the market. Developing a strategy catered to SMB sales requires a more personalized approach.

Small and medium-sized business (SMB) sales are the activities within a specific business segment that generate revenue. Unlike larger businesses, SMB sales focus on personalized relationships with smaller-scale customers, catering to their unique needs and preferences. Due to limited resources, SMB sales strategies prioritize cost-effectiveness, targeted marketing, customer retention, relationship building, and flexibility. The goal of SMB sales is to increase revenue, expand the customer base, and grow the business inside the SMB market segment. In this article, we will explore how to develop a sales strategy that targets SMBs in 2023.

Benefits of Selling to SMBs

Selling to small and medium-sized businesses can offer several benefits. This includes:

  • Market opportunity: SMBs make up the majority of businesses worldwide. In many countries, they account for more than 90% of all enterprises. This number creates a substantial market opportunity for goods and services tailored to their needs.
  • Faster decision-making: SMBs are typically more agile than larger enterprises, enabling quicker decision-making processes. This agility can expedite the SMB sales cycle, leading to faster conversions and revenue generation.
  • Relationship-building: SMBs value personalized relationships and tailored solutions. By focusing on connection-building with SMB customers, sales professionals can establish long-term partnerships, leading to repeat sales and positive referrals.
  • Flexibility and customization: SMBs often have unique requirements and preferences. As a salesperson, you can tailor your offerings and solutions to meet their specific needs, providing a competitive advantage over larger, more standardized competitors.
  • Growth potential: Successful sales to SMBs can result in significant growth opportunities. As SMBs expand and succeed, they may require additional products, services, or upgrades, allowing for ongoing sales and upselling opportunities.
  • Customer loyalty: SMBs value reliable and trustworthy vendors. By providing excellent customer service, support, and delivering value, you can foster loyalty with SMB customers. Building a reputation as a reliable business can lead to repeat sales and referrals, contributing to long-term success.

smb benefits

How To Create a Strategy to Target SMB Sales

Selling to SMBs requires a genuine understanding of their unique needs and a customer-centric approach. By tailoring your sales strategy to meet the requirements of SMB customers, you can position yourself as a trusted partner and drive success in this market segment.

Creating a sales strategy to target SMB customers involves several key steps. Here’s a step-by-step guide:

Step 1: Define Your Target Market

Identify the specific segment of SMB customers you want to target. Consider factors such as industry, size, location, and needs. This will help you tailor your SMB sales approach and message effectively.

Step 2: Research Customer Needs and Pain Points

Gain a deep understanding of the challenges, pain points, and goals that SMBs in your target market face. To gather insights, conduct market research, engage in customer surveys or interviews, and analyze industry trends. This knowledge will allow you to position your product or service as a solution to their specific needs.

Step 3: Develop a Value Proposition

Clearly articulate the unique value that your product or service offers to SMBs. Highlight how it addresses their pain points, improves efficiency, reduces costs, or helps them achieve their goals. Craft a compelling value proposition that differentiates from competitors.

Step 4: Tailor Your Messaging and Communication Channels

Adapt your messaging to resonate with SMBs. Focus on the benefits and outcomes your product or service provides, rather than technical features. Ensure your language is clear, concise, and relatable. Identify the most effective communication channels to reach SMBs, such as social media, industry events, online forums, or local business associations.

Step 5: Build Relationships

SMBs value personal connections and trust. Invest in relationship-building efforts by attending industry events, joining relevant business networks, and engaging in local community activities. Establish yourself as a thought leader by providing valuable content through blogs, webinars, or workshops. Connect with SMB decision-makers directly, understanding their needs and building rapport.

Step 6: Provide Tailored Solutions

SMBs often require customized solutions that align with their unique requirements and budget constraints. Be flexible in your offerings and pricing models, and show how your product or service can be tailored to their specific needs. Demonstrate your willingness to work with them and provide the best-fit solution.

Step 7: Provide Excellent Customer Service

SMBs appreciate attentive and reliable customer service. Be responsive to inquiries, provide timely support, and go the extra mile to address concerns. Delivering exceptional customer experiences can foster loyalty and generate positive referrals.

Step 8: Measure and Adapt

Continuously monitor the effectiveness of your SMB sales strategy. Track key metrics such as conversion rates, customer acquisition costs, and customer satisfaction. Lastly, analyze data to identify areas for improvement and make adjustments as needed.

smb strategy

4 Tips for Selling to SMBs

  1. Offer cost-effective solutions: Due to their size, SMBs often have limited budgets. Focus on providing cost-effective solutions that offer high value. Overall, highlight how your offering can help save money, increase efficiency, or generate revenue.
  2. Simplify your message: SMB owners and decision-makers are often busy, having little time for complex details. Keep your SMB sales message simple, concise, and easy to understand. Ensure to communicate the benefits and outcomes that SMBs can expect from your products or services.
  3. Offer flexible pricing and payment options: SMBs may have financial constraints that differ from larger businesses. Provide flexible pricing options, such as monthly subscriptions, tiered packages, or discounts for annual commitments. Consider offering different payment methods to accommodate their preferences.
  4. Provide personalized support: SMBs appreciate personalized attention and support. Offer personalized guidance throughout the SMB sales process, addressing their specific concerns and questions. This will help build trust and demonstrate your commitment to their success.

selling tips


A well-crafted sales strategy is essential for any company seeking to achieve its sales objectives. When targeting SMBs, sales professionals need to understand the unique characteristics of this market segment. SMBs value personalized relationships, flexibility, and cost-effectiveness, making tailored solutions and customer-centric approaches crucial for success. By recognizing the specific requirements and preferences of SMBs, businesses can position themselves as trusted partners and tap into the immense potential this market segment offers.