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...this workforce growth that presents new--and, the case of small businesses, relatively untapped--opportunities for EAP consultants and service providers.
Small businesses represent one of the richest and most viable markets for EAP services. Statistically, small businesses account for more than half of the total employment in the United States, the United Kingdom, Canada, and Australia, as well as 60 to 80 percent of new job creation. Small businesses truly are the engine of economic growth.
Marketing and selling services to owners of small businesses can be challenging, but it can also be quite lucrative. Succeeding requires developing and establishing relationships with the business owners and spending time training and educating them on how your services will help them solve problems and issues they are facing.
COMMON CHARACTERISTICS
To market and sell services to small businesses, it is helpful to understand and appreciate the owner's perspective. There are several common characteristics and profiles of small business owners, but when I meet with them a few consistently come to the surface:
Passion and technical competence. The owner of a small business has put everything on the line to create, sell, and/or distribute a product or service. When you walk in the door of a small business, you may be witnessing a life's dream being realized. A manufacturing company, for example, may have sprung from nothing more than an idea and a welding torch and...
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