What small business owners need to know about sales outreach

  • 15 Dec 2020

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If there’s one thing we’ve all seen over the last few months, it's that nobody has the ability to get creative and carry on quite like a small business owner. At SumUp, we’ve been blown away by the endless ways shopkeepers, food truck vendors and salon owners (the list goes on) have redefined the way they do business to keep up with the times.

That being said, sometimes all that’s needed is going back to basics. In comes having a sales outreach strategy…


There’s no “one size fits all” when it comes to building a sales outreach strategy, but there are a few things you can bear in mind when defining your own. Here’s our take on it.

1. Define your audience

The first thing you’re going to want to do is defining your audience. Knowing who to reach out to and where to focus your efforts is crucial. There are a few ways you can go about this. First things first, take a look at your current customer base and try to identify trends, interests, themes. Already have a social media base? Fantastic. Use it as an opportunity to dive into who exactly is engaging with your business. You’re then going to do the same with your competitors. Finding your audience is all about trial and error.

You don’t have to get it right from the outset, after all, there’s a reason big businesses have entire departments dedicated to sales and marketing. Play around with altering the demographics you target.

2. Find your identity

This goes without saying, but if you don’t know who you are as a brand, how do you expect your customers to? When making a purchase, consumers are looking for so much more than just a particular product. They’re looking to connect with where they buy that product from. Figure out who you are and how to tell your story. More on that to come...


3. Never underestimate the power of content marketing and social media

When it comes to storytelling, the small business owner already has an advantage over big business. How exactly? It’s simple. It’s easier to humanise a small business than it is a big one. Let your customers know how you started, why you do what you do and what your vision is. Consider putting together a newsletter, a blog, video content or even hosting events (even if they have to be online right now.) Finally, love it or hate it, social media is a necessity. So, find the channel that works for you and get posting.

​​​​​​​4. Don’t let tech let you down

Grabbing the attention of customers is an excellent start, but the customer experience doesn’t end there. Now more than ever, it’s important to offer your clientele variety. That means giving them a choice in how they pay. With SumUp, you can offer everything from in-person payments to invoices, gift cards, payment link sharing and more. Choice and convenience will help you to ensure you don’t fall short at the final hurdle.

If you’re a small business looking for more tips, tricks, or even an affordable, easy-to-use payment solution, visit https://sumup.co.uk/fsb.

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