Bredin Report: What SMBs Want From Vendors

Bredin recently surveyed 500 SMBs about what they want in the products and services they buy for their business and found the benefits they prefer vary by company size.

Very small businesses (VSBs, with fewer than 20 employees) most want to buy from vendors with excellent customer service. After that, they want solutions that boost productivity and reduce expenses. Small businesses (SBs, with 20 to 99 employees) prioritize solutions that help them acquire new customers. Like VSBs, they also value customer service and improved productivity.

Midsized businesses (MBs, with 100 to 500 employees) most want solutions that improve their own customer service, to increase customer satisfaction and retention. After that, they seek help in lowering costs, improving data security and gaining better insight into their business performance. They also prefer solutions that are tailored to their industry.

SMB Purchase Considerations

Our survey also uncovered the offers that work best to get undecided SMBs  to make a purchase decision:

  • VSBs are most influenced by a free trial. After that, they want to understand how their business will benefit from your offering, and to understand what a vendor’s offerings are (which is not always easy!).
  • SBs and MBs are most swayed to make a purchase decision through examples of how companies like theirs have benefitted from a solution. Case studies or surveys can be very powerful tools to close a sale.

SMB Offer PreferencesSMB Offer Preferences

Want deeper insight into your target SMB’s purchase priorities? 
Bredin’s global research can give you in-depth, actionable insights to improve your go-to-market, product, pricing, UX, and other strategies. We also conduct research to generate uniquely valuable data for high-impact content for content marketing, PR, social, and sales support.


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About Bredin

Bredin was founded in 1991 by America's foremost small business expert, author and syndicated columnist Alice Bredin. From its beginning, Bredin was designed to be a breed apart: 50% research consultancy, 50% creative agency, 100% focused on SMB. Based in Somerville, Mass., Bredin helps Fortune 500 companies understand, reach and retain SMB customers through timely, targeted research and award-winning marketing programs.