• Strategy #1: Differentiate Yourself and Your Firm. To compete with a larger firm there’s got to have something different. Your product must higher quality, easier to use, more convenient to buy, or a better fit than the competition’s. Or you must be better able to help customer clarify their needs and craft a solution. Or you’ve got to be at the customer’s service faster. Or, better yet, all of the above.
• Strategy #2: Treat Your Weaknesses as Strengths. Customers may not know your firm (a weakness) but they don't have negative preconceptions either (a strength). You may not have an expense account for a fancy lunch (a weakness) but you can show your customer that you don’t waste money (a strength). Your firm might have meager higher prices (a weakness) but you’re willing to craft flexible terms (a strength.)
• Strategy #3: Exhibit Extreme Confidence. People who sell for small firms can scuttle their credibility by trying to explain away the inexperience or size of their firm. Savvy customers smell that fear and see it as a signal to demand steep discounts or concessions. Convince yourself (and thence the customer) that a customer would be foolish or crazy to buy from anyone else.
• Strategy #4: Don’t be Afraid to Bail. Wishful thinking can propel you into a world of wasted effort. Once it becomes clear that a deal doesn't make sense or will take to much effort to close, it's not worth pursuing. For example, if you can't meet with the REAL decision-maker, you aren't going to get the business. So move on to the next prospect, without regrets.
• Strategy #5: Be Your Company’s Brand. A “brand experience” is the emotion a customer feels when buying or using a product. A sales rep working for IBM or Bristol Myers only needs a business card to create a brand experience. By contrast, when you're selling for a small firm, the “brand experience” consists of YOUR appearance, YOUR voice, and YOUR ability to solve problems.
• Strategy #6: Think Like an Entrepreneur. Since your firm lacks the infrastructure of a larger firm, the only person you can trust to get things done is YOU. Be frugal with your time and resources, and constantly find creative ways to get things done more quickly and easily. Remember: “activity” multiplied by “hours spent” equals “sales results.” Make everything you do lead towards those results.