Are SMEs underselling themselves?

A business can deliver good work and still make it difficult for buyers to understand its value. The issue is often the gap between what the team knows and what its marketing explains.

Be specific about the value

Describe the problem you solve, the customers you suit and what you do differently in practice. Broad claims about quality or service need an explanation and evidence.

Show work a buyer can assess

Use relevant projects, product evidence and customer feedback with permission. Explain the brief, your contribution and the result you can substantiate. A small number of useful examples is better than a long list of names.

Help the sales conversation

Check whether the website, proposals and sales materials answer the questions customers ask. Keep the message consistent, while giving each audience the detail it needs.

Keep learning

Ask customers why they chose you and review the reasons opportunities are lost. Use that feedback to improve the offer and the way you present it. Better communication starts with understanding what the customer needs to decide.

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