In our recent survey of 1,662 principals of small to mid-sized businesses (SMBs), we asked what is most important to them when buying something for their business. Their response? First and foremost, they want the products and services they buy to be reliable.

Product reliability is especially important to older entrepreneurs – either respondents over 50 years old, or at companies 10 or more years old. Experienced business owners are more likely to have had a bad purchase experience at some point, and as a result are more likely to want a product or service that performs as advertised. Case studies, success stories and testimonials are a great way to communicate the reliability of your offering(s).

Relevance is a must for growth-focused SMBs

“Designed for my needs” is the second most important purchase criteria for SMBs overall, and it is especially important to millennial business owners, respondents at companies that have been in business for less than 5 years and companies with fewer than 20 employees. Providing a range of case studies, and highlighting industry-specific versions or features are great ways to demonstrate that your offering will meet the specific needs of businesses in a particular size range, industry or other niche.

Value trumps price

“Low price” is the fourth most important purchase criteria, below “high value.” Positioning your offering as the lowest cost solution may mean that you are leaving money on the table, since many SMBs are willing to pay a premium for a reliable, relevant solution.

SMBs aren’t necessarily brand loyal

The “soft” attributes of “leading brand” and “personal relationship with vendor” rank relatively low. However, that doesn’t mean that they are not important; a well-known brand can imply reliability, and of course a relationship with a salesperson can sway sales decisions. The relatively low importance of “brand” does mean that SMBs are open to new offerings, so marketers at established brand names must keep on top of new market entrants.