When you are selling to closely held small or mid-size private companies, even if they are corporations, you need to remember that many of them are really “Mom and Pop” stores - even if they don’t look like it at first.

I mean that they don’t have outside investors, and that they are actually family owned and run.

What’s important about this?

– Expenditures are very personal, unlike in public corporations or companies with outside investors, where the money being spent doesn’t really belong to any single employee

– So, the money you are asking them to invest in your product or service might be seen as….

So it’s important to establish the value of your solution in very concrete terms. You need to be….

Without that value, it’s unlikely that you will be successful with these prospects.